1/ Investing in things you believe in makes everything so much easier.

Case in point: TJ Parker and @elliotcohen at @PillPack

If they had come into my office and said: “we’re building an online pharmacy,” it might have been a short conversation.

But...

2/ Here is what they say: “we're helping people with complex conditions live better, we're giving them back their lives because they don’t have to do pill boxes … we're making sure they medicate properly, [...]

3/ "We're all about life, we're all about enjoying life, our mission is to help people live better lives through better pharmacy”

4/ ... that to me is a narrative that I can relate to because I am thinking: “I can hire people against that narrative, I can build partnerships against that narrative, I can market against that narrative – and... it’s imbued with a sense of purpose.”

Easiest check ever.

5/ Well not really ;-). But you get the drift.