Brands need funding. And capital investors need brands with good ideas. On this week's episode of The Irresistible Factor, Kristi Bridges speaks with Christopher Jane, CEO and co-founder of Proper Good, and Al Sambar, General Partner at XRC Labs, a venture capital firm and accelerator that invested in Proper Good. You'll hear what investors like Al look for in a startup, and the importance of quality founders. And Chris talks about the need he identified that inspired him to start this brand, along with the challenges and benefits of launching it at the start of the COVID-19 pandemic. And you'll learn how Proper Good mitigates risk while developing new products.