Consumer is about culture, not consumption.

“Consumer” is a bad VC-slang for a real thing: Changing how people behave, at scale. Those who build for millions are architects of culture: Pop culture, work culture, play culture, love culture, and beyond.

The hard things about consumer things.

For the past few years, consumer founders have felt like misfits in tech—receiving no love from VCs, talent, or the media. Building for consumers is hard, but it’s all worth it: Once you’ve moved culture, it’s the high you always want to get back.

Winter isn’t coming, but Gen-Z is.

We’re hit by a cultural tsunami made of two billion internet natives. They are nothing like what we’ve seen before: Diverse, entrepreneurial, resilient, nonconformist. New values, new behaviors, new platforms.

AI is the true Web3.

The internet commoditized access, then distribution, and now creation. AI truly opens a new era and redistributes all the cards. Let’s not forget: Instagram wasn’t built by Flickr and Perplexity isn’t built by Google.

Incumbents are vulnerable.

Winning isn’t just about data and distribution; it’s also about love and trust—something tech giants are painfully lacking, both from users and regulators. It’s never been a better time to be David fighting Goliath.

Arming the rebels.

Now that anyone can become an entrepreneur, building for consumers also means building for creators, artists, coders, designers, prosumers, and founders. A new-found upside: Scaling to millions who can scale themselves.

The subtle art of scaling.

While 0 to 1 is more accessible than ever with TikTok, 1 to 10 is uncharted. There’s no playbook, only new rules to write. But when magic happens, 10 to 100 can unfold in just a few months. Ask Sama.

Down to spend.

Forget scaling to millions of users and charging nothing. They were ready to pay yesterday. Forget a mortgage and college tuition, people want to live their lives today and invest in themselves. Let them cook.

To raise or not to raise?

Building has never been so cheap, but acquisition is still expensive. Consumer founders might only need two funding rounds: A pre-seed from amigos with soul in the game, and a Series A from partners with deep pockets.

Building for millions is lonely.

It’s tough to stay ambitious and slightly delusional in a vacuum, but it’s even tougher when surrounded by B2B founders. Surround yourself with people who get it, the sooner the better, join our tour!