Member Brief No. 40 is by Micah Rosenbloom, a talented and proven venture capitalist at Founder Collective in Cambridge, Massachusetts. In his most recent Tech Crunch article, there's a great passage: What strikes me as most unusual and unpredictable is that most of these companies were founded by entrepreneurs with analytical, business training. They’re strong on finance, marketing, and customer acquisition. It’s not what you would have expected in categories noted more for an ineffable “cool” factor than feature lists. Creative design helps a brand stand out, but accounting acumen is what keeps it alive and on its way to becoming a unicorn. He's mostly right. But let's not forget the left brain skill set of appealing to a consumer's psychology. It's an amalgam of art and science that the lasting brands master and the trendy brands ignore. Read more by signing in. Not a member yet? Learn more here.