Today I'm joined by Mark Whitcroft, one of the founding partners of Illuminate Financial, a VC that specialises in FinTech and Enterprise Software. He started the business 7 years ago and is now on the second fund with a value of about $100 million.

We speak about what drives better decision making while roaming around team, data and sales cycles!

Key Learnings:

• Decision making is a skill that can be focused on and improved
• In early stages you don't have enough data so quality of decision making is driven by founding team and their hires. As business develops use of data to drive more certain decisions is critical
• The danger of advice and false indicators in decision making

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