1) People. I have to like you. I have to think we can work together. That you’re smart. Opinionated. Informed. That you listen, ask questions, ask for help. That you have a vision and you’re passionate about what you’re doing and that you can execute.
2) Product. I have to love it. Not like it, not see how others might like it after a few beers, but love it. I have want to touch the product, marvel at the design, think about using the product again. It has to be unique.
3) Potential. We’re doing this to impact millions of people. Why settle for less? In some cases though, great margins on high priced products with smaller markets are good too.