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When it comes to raising capital, most founders obsess over their pitch decks, projections, and business models. And while those things are important, they aren’t what truly convinces investors to open their wallets.
And many many more.
When it comes to raising capital, most founders obsess over their pitch decks, projections, and business models. And while those things are important, they aren’t what truly convinces investors to open their wallets.
The real reason successful companies raise millions—sometimes in days—has little to do with a fancy slide deck and everything to do with one simple truth:
People trust people, not brands.
Want proof? Let’s look at how some of the biggest names—Airbnb, Behiiv, and Tesla—used this principle to build momentum and raise extraordinary amounts of capital.
Brian Chesky, co-founder of Airbnb, understands this better than anyone. When Airbnb launched its 2023 Winter Release, they posted the announcement both on Chesky’s personal X (formerly Twitter) account and on Airbnb’s corporate account.
Here’s how they performed:
👉 From Chesky’s personal account:
👉 From Airbnb’s company account:
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The company account got just over 1% of the reach that Chesky’s personal account did.
Why? Because people follow people, not faceless companies. They trust a real person, a real leader, with real thoughts—not just a corporate PR announcement.
Let’s take another example—Tyler Denk, the founder of Behiiv (a leading newsletter platform), didn’t just build a company. He built a movement.
Three years ago, Behiiv was just a side project. Today, it’s used by some of the biggest names in the world:
✅ Arnold Schwarzenegger
✅ Jay Shetty
✅ NBA stars like Russell Westbrook and Kyle Kuzma
✅ And even TIME Magazine (which became a customer just because its CTO reads Tyler’s newsletter).
How? Because Tyler built his personal brand.
This created momentum. By the time Behiiv raised their Series A and B, investors already knew, liked, and trusted Tyler. They had been following his journey, reading his insights, and seeing Behiiv grow firsthand.
The fundraising process? It became effortless—because people don’t just invest in businesses. They invest in people they trust.
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Human psychology plays a massive role in investing. Studies show that:
🔹 90% of purchasing decisions are based on trust (Edelman Trust Barometer).
🔹 People are 3X more likely to engage with a personal account than a company account on social media (Hootsuite Study).
🔹 Investors make emotional decisions first, then justify them with logic (Harvard Business Review).
That’s why charismatic leaders like Elon Musk, Steve Jobs, and Brian Chesky don’t just launch products—they build cult-like followings that make raising capital a breeze.
Investors don’t just buy into their companies; they buy into their vision, their personality, and their leadership.
Once again: people >> brands.
Some more examples:
If you’re preparing for an online capital raise, here’s the harsh reality:
🚫 If no one knows who you are, you’re going to struggle.
🚫 If investors don’t connect with you personally, your raise will feel transactional.
🚫 If you don’t create momentum, your raise will fizzle out before it starts.
On the flip side…
✅ If you become the face of your company, people will follow.
✅ If you share your journey, people will buy into it.
✅ If you build trust, raising capital becomes 10X easier.
Here’s a simple playbook for building your personal brand before launching your capital raise:
The biggest fundraising success stories—Airbnb, Tesla, Behiiv—all follow the same playbook:
🚀 A charismatic leader people can connect with.
🚀 A new opportunity that excites and inspires.
🚀 A future-based cause that makes investors want to be part of it.
At Space Funding, we specialize in helping founders own their narrative, build their momentum, and raise capital the modern way. No more generic PowerPoint decks. No more struggling to break through the noise.
Want to see how it’s done? Read these:
🔹 Investing in Private Markets as Easy as Online Shopping
🔹 Most Innovative Private Market Investment Company 2024
When it comes to raising capital, people invest in people. Be the face. Build your momentum. The funding will follow.
If you’re ready to raise capital and want to build unstoppable momentum, let’s talk.
Space Funding is here to make it happen. 🚀
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