Mari Luukkainen, Principal at Icebreaker VC on building brand in venture

From operator to investor, creating content that engages, the importance of emotions and transferring writing skills to investor skills.

Andreas Munk Holm✌️

Dec 04, 2023

Transcript

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Join us for the second episode of the NEUVC podcast which is dedicated to those embarking on their journey in the VC. In this episode, Freddie Macpherson, analyst at Isomer Capital, and Linda Võeras, associate at Karma Ventures, are joined by Mari Luukkainen, Principal at Finland based Icebreaker VC.

With a background of building and scaling companies and a great eye and dedication to content, Mari has amassed a massive following of 20,000 people on LinkedIn. In this we dive into her journey as an operator as well as share tips and tricks for VCs looking to develop their personal brand ✨

Chapters:

00:00:00 - Developing Your Personal Brand in VC with Mari
00:02:59 - Finding Value in Your Journey
00:05:53 - Transitioning to Startup Growth
00:08:43 - From Cleaner Recruiting to VC Investment
00:11:40 - From Hands-on Help to Coaching
00:14:48 - The Paradox of Finding a Job
00:17:56 - Consistency in Content Creation
00:21:12 - Consistency and Networking for Building an Audience
00:24:18 - Attracting Founders at the Pre-Founder Stage
00:27:10 - Building a Personal Brand for Investors
00:30:16 - Overcoming the Challenges of Branding
00:33:12 - The Importance of Emotion in Branding
00:36:20 - The Importance of Emotional Support in Startups
00:39:17 - Transferring Writing Skills to Investment
00:42:14 - Shifting from Operator to Coach in VC
00:45:05 - Building Something Yourself First
00:47:54 - The Role of Venture Capital