Forget the Old Playbook

For many founders, raising capital still feels like the same painful routine: endless cold emails and LinkedIn messaging, unread pitch decks, and hours spent “dialing for dollars.” But according to Stacy Havener, founder of Havener Capital, those tactics belong in the 1980s.

“The old playbook doesn’t work anymore,” she says. “People don’t buy your pitch. They don’t buy your features and benefits or your bullet points. People buy people.”

On the How I Raised It podcast, Stacy shared how she’s helped boutique funds and startups raise more than $8 billion — often against the odds. Her secret? A new fundraising playbook built on personal branding, storytelling, and the science of human behavior and attraction.

Here are her six lessons for founders who want to raise capital in today’s market.

Six Steps to Building a Personal Brand That Attracts Investors

1. Lead With Your Backstory

If you’re an emerging founder or manager, chances are you don’t have a long track record. Your financials may be early, and your metrics might still be building. So what do you sell?

Your story.

Investors want to know: why you? why now? why this? They want to understand what drove you to choose the hard road of entrepreneurship.

“It’s simple, but not easy,” Stacy explains. “The trick is telling your backstory in a way that makes people care.”

Her framework:

• Start with stakes: what was the challenge or tension you faced?
• Share the messy middle: what obstacles did you overcome?
• Tie it forward: how does your story connect to the future your investors want?

As she puts it: “Your backstory ending needs to tie to your hero’s future story. You’re the guide — and they need to believe you can take them where they want to go.”

2. Attract and Repel

Too many founders try to be everything to everyone. But the best stories are sharp. They resonate deeply with the right audience — and turn off the wrong one.

“In order for me to attract my ideal client, I have to be willing to repel the wrong one,” Stacy says.

Her own journey is a case in point. An English major, poet, and first-generation college student, Stacy didn’t follow the Ivy League-to-Wall Street pipeline. By embracing that nontraditional path, she now attracts underdog founders and boutique funds — while repelling those who only want buttoned-up pedigrees.

For founders, this means leaning into your edges:

• Did you grow up outside the typical networks? Say it.
• Did you choose an unconventional path? Own it.
• Do you have a chip on your shoulder? Let it show.

The right investors will see themselves in your story. And the wrong ones? They’ll self-select out — saving you wasted time.

3. Harness the Science of Human Behavior

Most founders assume investors make decisions with their heads. They load pitch decks with stats, graphs, and market sizing slides. But behavioral science tells a different story: 80–90% of buying decisions are subconscious.

“The heart buys first,” Stacy says. “Your story engages the heart. Then the brain comes in to rationalize the decision.”

That means your first job isn’t to impress with numbers. It’s to connect emotionally.

Think about the last big decision you made — a career move, a home purchase, even choosing a co-founder. Chances are, your gut made the first call, and your brain backed it up later.

The same is true for investors. Lead with your why and your values before diving into KPIs.

4. Ditch the Pitch in First Meetings

If your first meeting with an investor looks like you racing through 20 slides, you’re doing it wrong.

Research shows investors (VCs) walk away from first meetings feeling most positive when they do about 70% of the talking.

“That’s the science,” Stacy explains. “So we train our clients: ditch the pitch. Your job is to ask questions, not dominate the room.”

Instead of starting with your deck, start with their story:

• What challenges are they facing?
• How do they evaluate new opportunities?
• What’s working in their current portfolio — and what isn’t?

By the end of the meeting, you’ll have learned what they value, what problems they need solved, and where your story fits. And you’ll have built trust by listening — not selling.

5. Start With LinkedIn (and Own Your Digital Brand)

Like it or not, your personal brand enters the room before you do. And in most cases, that means LinkedIn.

“Google yourself,” Stacy advises. “Click on your LinkedIn profile as if you’re your biggest prospect. How does it hit?”

For founders, LinkedIn is table stakes. At minimum:

• Use a professional photo and banner.
• Craft a headline that speaks to your mission, not just your title.
• Write an About section that tells your story — your why, not just your resume.

From there, consider sharing regular posts. They don’t have to be polished TED Talks. Stacy herself often posts short, authentic clips — even casual “beach walk” videos with her dog.

The point isn’t perfection. It’s consistency. “Ninety percent of our leads come from LinkedIn,” she says. “We don’t do outbound.”

6. Be Real, Not Perfect

Founders often feel pressure to present a flawless image — perfect deck, perfect numbers, perfect brand. But perfection can actually backfire.

“People don’t want your perfect. They want your real,” Stacy says, citing the Pratfall Effect in behavioral science. This principle shows that when competent people admit small flaws, they actually become more likable.

For founders, this means:

• Share struggles as well as wins.
• Admit what you’re learning, not just what you’ve mastered.
• Show your humanity. Investors back people they trust, not robots.

Authenticity is more magnetic than polish.

Hacks and Frameworks You Can Use Today

Stacy shared a few extra hacks to help founders sharpen their story and brand:

• Mentor Exercise: Stuck writing your backstory? Start by journaling about a mentor who shaped you. The emotion from that reflection will help you access the “heart” in your own story.
• Story Framework: Your investor is the hero. You’re the guide. Your backstory proves you’ve walked the path — and can take them where they want to go.
• Meeting Hack: To reduce awkwardness in first meetings, look for something human in the room — art on the wall, a family photo, even a Zoom background. Small talk breaks tension and builds connection.

What This Means for Founders

The new fundraising playbook isn’t about who has the slickest deck. It’s about who can connect.

• Your story matters more than your slides. Lead with your why.
• You can’t please everyone. Attract the right investors and repel the wrong ones.
• Decisions are emotional. The heart leads, the head follows.
• Listening is power. A great first meeting is one where the investor talks most.
• A strong digital brand is non-negotiable. LinkedIn is your new first impression.
• Real beats perfect. Authenticity builds trust faster than polish.

Final Tip

Fundraising has always been about people. But in today’s crowded, noisy market, your personal brand is often the only thing that cuts through.

As Stacy puts it: “Your personal brand enters the room before you do. Own it — or someone else will define it for you.”