Founders Forum, London, September 2026
Know them. Be known.
The right mind in the room, whenever you need it.
We are here with Jena Davidson's sona. Ask it what you would ask Jena.
Jena Davidson
If you invest
Let founders understand how you think before they pitch you.
A sona is a living portrait of how you think: your judgement, the questions you always ask, the reasoning behind the last five decisions you made. It gives founders conversational access to that perspective at eleven at night, on a Sunday, from another time zone. The meetings you do take start further along.
If you are raising
Your pitch deck can be read. Your sona can be questioned.
Your deck answers the questions you anticipated. Your sona answers the ones you did not. It is conversational access to you, in your own words, so an investor can work through the business at their own pace and arrive at the first call already convinced of the things you would otherwise spend it explaining.
Other ways we say it
The same two ideas, put nine other ways. Tell us which one you would repeat back to someone else.
If you invest
- Answer the questions you answer every week, without answering them every week.
- Make your investment perspective available when you aren't.
- Give founders better answers before they approach you.
- Turn your investment experience into something founders can actually talk to.
If you are raising
- Let investors question your business before they question you.
- Give investors answers when you're not in the room.
- Turn your investment deck into a conversation.
- Stop answering the same investor questions repeatedly.
- Give every investor access to the founder conversation.
Be present. Even when you can't be.
Making a sona takes an interview and an afternoon. If you would rather see one first, the one above is real.
Create your sona