Delphi reposted this
Great to be on Library of Minds with Dara Ladjevardian. The questions pushed me to revisit a part of my journey that I don’t get to reflect on often. I started Forerunner with no venture experience. What I did have was a decade of observing how consumer behavior was shifting — quietly at first, often without the courage to act on it myself. I saw people discovering differently, trusting differently. And I believed there was room for a firm built entirely around those evolving behaviors. Starting Forerunner was a stark example of going with your gut over the data. That tension between belief and proof is an ongoing theme in the work of consumer investing. It's led to something I call personal equations: a series of frameworks I regularly use to weigh my intuition against the numbers. These early experiences and frameworks feel all the more relevant today, when so much is unknown and up for grabs. Our 13 years in business at Forerunner is an edge, but if over-indexed on, the experience (and discernment) can also be an Achilles heel. It's never been more important to be eyes-wide-open, and to have the genuine bravery to invest time, capital, and reputation into ideas that seem foreign or undefined. I’m grateful to the Delphi team for the opportunity to reflect on it!
Kirsten Green, founder of Forerunner and investor behind Oura Ring, Hims, and Dollar Shave Club says the biggest risk in consumer is the “say/do gap.” People say one thing, but what they do tells a different story. The ability to spot these latent behaviors - the ones that feel “weird” today but inevitable tomorrow - is what Forerunner calls CQ (Consumer Quotient). In this episode of The Library of Minds, we cover: • Why early data misleads founders building consumer products • How intuition detects behavior before metrics do • Why “discomfort” is the earliest sign of a real insight • How to read emotional signals consumers can’t articulate • The danger of relying on “experienced patterns” in fast-moving markets Kirsten Green breaks down how she built a $3B consumer fund by treating intuition as a skill to train - not a feeling to trust blindly. For anyone navigating consumer behavior, this conversation is a reminder that the earliest truths aren’t found in the data - they’re sensed in the moment.