Per Welinder shares his personal decision-making framework—ILMI—for evaluating new businesses. He breaks it down into Idea, Leadership, Movement, and Infrastructure, with each component examined through the lens of timing and leverage. It’s a practical tool for anyone thinking about launching or investing in a startup.

Key Topics

• [00:00] The ILMI acronym: Idea, Leadership, Movement, Infrastructure

• [00:15] Timing and leverage as key filters for each component

• [00:40] Questions to ask about readiness, cost reduction, and scalability

• [01:10] Moving from niche to mass market

Quotes

• “I use ILMI—Idea, Leadership, Movement, Infrastructure—to test if something’s worth building.”

• “Every part of a new business has to pass two filters: is the timing right, and what can we leverage?”

• “The goal is to grow something from a small kernel into something much bigger.”

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