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Amit Mukherjee ( https://www.nea.com/team/amit-mukherjee ) is a Partner at New Enterprise Associates (NEA) ( https://www.nea.com/ ) , one of the premier and global venture capital firms that invests in all stages. Amit focuses on investing in consumer technology. He is a Board Observer for Casper ( https://casper.com/ ) , MasterClass ( https://www.masterclass.com/ ) , Brandless ( https://brandless.com/ ) , and The Players’ Tribune ( https://www.theplayerstribune.com/en-us ) , and was previously a Board Observer for Jet.com ( https://jet.com/ ). Amit has led a number of seed stage investments for NEA, including Aquabyte ( https://www.aquabyte.no/index.html ) , Holloway ( https://www.holloway.com/ ) , Yumi ( https://helloyumi.com/?adgroupid=65231950007aadid=309071533816acampaignid=1621091754agclid=Cj0KCQiAn8nuBRCzARIsAJcdIfPsfOzPD4g6KRHeE4HUZHh6Gz52XZz2_-ciRS-Ad60BQWclRTVfRv8aAuyaEALw_wcBautm_campaign=Yumi-Evergreenautm_medium=cpcautm_source=googleautm_term=Brand ) and PumpUp ( https://www.pumpup.com/ ). You can follow Amit on Twitter Here ( https://twitter.com/AmitMukherjee ) , where he posts a ton of great thought-provoking content about consumer and venture capital. If you would like to follow your host, Mike, for updates on the show, you can follow him Here ( https://twitter.com/MikeGelb ) on Twitter. In this episode you will learn - * How Amit made his way into venture capital and what attracted him to consumer investing. In the pitch and his due diligence process, how he determines if there is a real pain point? How to evaluate two companies in the same space when there isn't much data? * Difference when evaluating startups when it's a serial entrepreneur vs. first time founder? How he thinks about the investment landscapes today? Cold/No introduction vs. warm introduction - how should founders reach out to VCs? * How he deals with time allocation across his portfolio? One thing he would change about venture capital? * How he thinks about the D2C landscape today? Trends in consumer that he is most excited about. The Gen Z consumer and characteristics he focuses on? One company that he worked on or invested in that he's proud of? One company that in retrospect wish he did invest in? A business book that Amit would like to recommend is The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success ( https://www.amazon.com/Outsiders-Unconventional-Radically-Rational-Blueprint/dp/1422162672/ref=asc_df_1422162672/?adgrpid=69543898472ahvadid=344057888328ahvdev=cahvdvcmdl=ahvlocint=ahvlocphy=9061089ahvnetw=gahvpone=ahvpos=1o1ahvptwo=ahvqmt=ahvrand=11308545222476361085ahvtargid=aud-801381245258%3Apla-404766147279alinkCode=df0apsc=1aref=atag= ) by William N. Thorndike A book that helped shaped him personally is 10% Happier: How I Tamed the Voice in My Head, Reduced Stress Without Losing My Edge, and Found a Self-Help That Actually Works ( https://www.amazon.com/10-Happier-Reduced-Self-Help-Actually/dp/B00I8NLVFY/ref=sr_1_1?crid=2HMN3IVGRM1CZakeywords=10%25+happier+by+dan+harrisaqid=1574086867as=booksasprefix=10%25+happ%2Cstripbooks%2C220asr=1-1 ) by Dan Harris.