Our approach to EIS & SEIS investing is different to other investors. It’s been very deliberately designed by my business partner Paul Soanes & I, based on insight from 14 years of angel investing together and our experience from entrepreneurial, corporate and consulting careers in brand, marketing, retail & innovation. We landed the insight, on a napkin in a pub, from considering where we have been successful in our investing, as well as challenging the reasoning behind backing a couple of turkeys. The insight might have been scribbled down roughly, but the innovation that we created on the back of it took several experiments and a couple of years to iterate.

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