Investors invest in people, not ideas. : Entrepreneurs are generally comfortable discussing their business models, financials, and marketing strategies in great detail with investors. But their thorough investment pitches rarely include comprehensive information about the founders themselves. That’s because to avoid coming across as self-aggrandizing, many leaders amplify the benefits of the product but don’t emphasize the value of its creator. Unfortunately, being modest only frustrates attempts to secure funding quickly. Therefore, your priority when raising money should be to talk not only about your business, but also about yourself.