Soso built his investing approach after founding Growth Pilots, a performance marketing agency that helped 120+ venture-backed startups like Instacart and Gusto establish and scale paid acquisition from seed to Series C, giving him deep pattern recognition around what early companies need to hit milestones for their next round. At 43, he's the architect of their anti-consensus partnership model where three partners make fully independent investment decisions while splitting economics equally, and he positions the fund as a personalized alternative to accelerators by backing founders at Day 0 before they have products or traction.

• Focusing on idea stage investments rather than requiring traction or a finished build. Operations center around backing teams at the very beginning of their journey by evaluating the founders and the core concept instead of past performance. An example of this is the active deployment of initial capital into nine companies that had not yet built their platforms, acting as an early partner to help them mitigate risk.
• Encouraging cold outreach from founders starting out in software or connected hardware within the United States. Receptivity to unsolicited messages is extremely high for those who fit the criteria of having no prior funding. As a specific example, three recent checks written came strictly from cold messages, which is notable given a total volume of only about five deals per year.
• Prioritizing deliberate validation and foundation building over rushing to release. There is a strong preference for sustainable progress and deeply understanding a specific problem before pushing a solution live. This perspective shows up when advising founders to ignore the pressure to launch immediately despite the current artificial intelligence boom, arguing that careful behind the scenes work is necessary when rapid disruption leaves little room for second chances.
• Appreciating organic market demand and financial discipline before scaling paid acquisition. A background in running a growth marketing agency shapes a deep respect for companies that burn capital efficiently and prove their value organically before paying for users. Past work scaling early marketing channels for massive grocery delivery and email marketing platforms serves as a key reference point, noting that their eventual public market success stemmed from extreme discipline and undeniable organic momentum prior to running advertisements.
• Championing founders operating in unglamorous industries and those building quietly out of the spotlight. There is consistent support for relentless execution and deep industry focus over chasing hype. Highlighting a portfolio company in the digital marketing space for small business flooring retailers shows a clear appreciation for how tackling unsexy sectors often leads to significant acquisitions and long term success.