At
@FourthCanvas, one component of our approach to brand strategy is the pursuit of memorable simplicity.
This explains why my favourite piece of our brand management work with the
@TLCOMCapital team is the phrase: ‘find & fund’.
After hundreds of hours of listening and distilling, it all came down to two simple words. Joined by an ampersand, they were obvious enough to capture the intent of discovering exceptional founders and giving them money, yet broad enough to accommodate a greater sense of responsibility.
You can wait for founders to apply, but you can also take responsibility for finding them by being present, observant, accessible and trustworthy. Find.
Your first job is to provide capital, but you can also provide quality advice, networks, credibility and more. Fund.
‘Fund’ is where it apparently gets complicated, but stay with me.
At face value, it speaks only to capital, but we kept that apparent limitation because it perfectly aligns with what we found to be a genuine bias towards majoring on the major: “Yes, we do a lot more, but founders come to us primarily for the capital.”
In everyday communication, we extend the meaning through phrases like “fund with credibility” and “fund with access”... using ‘fund’ in the broader sense of ‘provide’. This helps to capture the full breadth of TLCOM’s mission while its immediate meaning reflects the radical candour we found in their personality and culture.
While the culture and values are described more explicitly in the detailed manifesto we co-created, named the TLCOMPASS, the essence of the mission comes alive daily in the use of these two words.
We didn't invent the phrase. We simply connected the dots as we listened and listened, identifying what emerged most clearly. The search for truth and clarity takes a lot of listening, and that's what we consider our number one responsibility at
@FourthCanvas.
It's early days, and we continue to collaborate with our friends at
@TLCOMCapital to sharpen the clearest expression of the important work they do — find & fund.
What does Find & Fund mean to us?
It starts with finding exceptional founders and ideas before they become obvious — then backing them with the capital, network and long-term partnership they need to scale.