Before joining Western Technology Investments, Greg Goldfarb built and ran products himself, including leading GoDaddy's Commerce Division and founding Flint Mobile, where he created phone-camera-based payments so small merchants like photographers and therapists didn't need extra hardware. That operator background shows up in how he invests, backing companies built around specific overlooked users, believing strong software businesses can thrive outside major coastal hubs, and staying open to consumer brands people feel a real emotional connection to.