This is a true story about two entrepreneurs – one who is doing it right, and the other who is not. Allow me to set the stage. One of our business units is in the venture capital space. We invest in early-stage companies that operate in agriculture, animal health, and human health verticals. Some might call us seed-stage or angel investors. Often, we are making investments in companies that are pre-revenue or are just starting to generate revenue from their product or service. So, evaluating such opportunities has a lot to do with our assessment of the founder(s) and whether they are competent and have a strong moral compass.

Two companies in our portfolio offer a terrific contrast in competency and integrity. The first company – we’ll call it Company A – is doing all the right things. The founders have a novel idea in the agriculture space that they turned into a real company that is achieving real traction. It is on track to breakeven within the next 12 to 18 months and should become quite profitable as it continues to scale. The team is focused on keeping operating expenses in line and has lowered the cost of producing the product it sells. One thing we are especially pleased with is the level of transparency that the founders exhibit. They communicate regularly with the investors and what they report is substantive and meaningful. If they have experienced a hiccup, they say so. If they achieve a milestone, they celebrate. They are receptive to our suggestions and practice good corporate governance operating with a real board of directors.

Unfortunately, Company B is at the other end of the spectrum. The founder talked a good game when we did our due diligence – and we believed this person. But things unfolded much differently than we anticipated. Shortly after we made our investment, the founder pivoted away from the initial thesis which had attracted us in the first place. The enterprise approach that convinced us to invest was abandoned and the team began focusing on a different one-off kind of model that produced a fraction of the revenue. We have board observer rights, which means that we are entitled to attend all board of directors’ meetings so that we can see firsthand the decisions that are being made. Much to our surprise some decisions that should have been made in a formal board meeting were handled by a board teleconference that we didn’t even know about. And the board of directors, in our opinion, wasn’t a “real” board with independent directors that were performing their fiduciary duties.

Company B’s founder increased his/her salary to a level that is outrageous for a company at this stage. In fact, the Annual Recurring Revenue (ARR) for this company at the time I write this is equal to one month of its cash burn! Most founders at this early stage would be reducing their salary rather than increasing it. Meanwhile, we get weekly e-mails from the founder bragging about how many new customers they added or onboarded during the past week. But this communication is all fluff and B.S. because each customer hardly moves the needle in terms of revenue.

Company B’s founder somehow continues to find ways to convince new investors to throw more money into the pot to keep the company alive. We do not understand what these investors see in this company’s business (or its founder) that shows a clear path to success. At some point the music will stop and Company B will cease to exist, but its founder will have profited handsomely with an exorbitant salary.   

Here are the lessons learned for entrepreneurs. Smooth talk may work for a while (Company B), but eventually solid performance and strong results (Company A) must prevail. Communication is a virtue but only if it provides full transparency sans fluff and B.S. Investors value good ideas and great entrepreneurs. A great entrepreneur has the integrity to always do the right thing even in the face of adversity.

We hope that the founders in Company A eventually have a successful exit where they and their investors (including us!) make a lot of money. And then we hope these founders will start another company. We’ll stand in line to invest in them again.

This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.