John brings a rare dual perspective to this conversation. On the Julian Capital side, he's evaluating deep tech deals at pre-seed and seed across hardware-intensive sectors like robotics, materials, energy, and space. On the Deep Checks side, he's built a platform specifically to solve what he calls the "matching problem" in deep tech, where unlike software, it's genuinely unclear who the right thesis-fit investor is for any given company, and even investors' own sector preferences shift quarter to quarter. That combination means John sees the funnel from both ends: the founder trying to get in front of the right people, and the infrastructure trying to make that connection happen at scale.

His most actionable insight might be around how deep tech founders need to think about market pull differently than software founders. Because switching costs in physical industries can involve retooling manufacturing lines or changing entire supply chains, the bar for demonstrating that customers genuinely want your product is significantly higher. John zeros in on the problem and solution slides as the most important in any deck: is this a severe bottleneck for the customer's business, and is your solution an order of magnitude better than what exists? He's less interested in top-down market sizing (he'll ask for bottom-up math anyway) and more interested in whether the pain is real enough that buyers will endure months of integration friction to adopt.

The episode is also packed with tactical advice on running the fundraising process itself. John recommends treating it like a sales funnel of 100 to 200 funds, using well-written cold emails with calendar links (no need for heavy customization beyond a first name), and ending every investor call by asking "how close is this to your wheelhouse and what are your main concerns?" That last move, he says, catches the investor while they're fresh and gets you real-time objection handling before they move on to 10 other meetings. He also cautions against over-promising on round momentum, noting that VCs talk to each other and dishonesty erodes trust fast.