Jonathan Keidan built his investing approach around spotting talent early, a skill he first developed managing musicians before applying it to startups, and he looks for founders who talk about their product and customers rather than fundraising. He believes brand and customer trust matter more than any model that can be copied, favors founders who grow steadily and creatively over those who chase growth at any cost, and brings a background that spans drumming, music management, McKinsey, digital media, and co-trustee work for the George Gershwin Estate.