After reading countless investment memos, pitch decks, and other investment propositions, one common denominator stands out: a clear, data-backed story that ties all elements together. This story should outline a tangible vision supported by the team’s perceived capability to materialize it, the product or service characteristics that align with this vision, and a conscious awareness of the market environment and associated risks. Essentially, well-grounded storytelling is the first step in gaining the trust of prospective investors.

But that’s just the beginning. The importance of specific elements within the story may vary depending on the asset class, but investors generally focus their decisions on people—the key protagonists of the story. Early-stage equity investors, in particular, will attest to this, often backing passionate, analytical, and relentless founders who can navigate their way to the elusive “product-market fit.” As companies mature, executive teams can supplement their initial assumptions with real-life examples and a proven track record, strengthening their story. Why? Because they are making it happen. In the end, all the inputs converge on one core element that triggers a “yes” from any investor looking to place their money into the hands of someone they believe can generate better returns than they could themselves. That element is trust.

The H-H-H mix
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To gain investors’ trust, you need strong storytelling abilities, a well-backed track record, and a third element I personally call the “H-H-H mix.” This refers to three essential personal characteristics for every investment storyteller: Humbleness, Honesty, and Hunger for success. While storytelling requires constant consistency, a consistent track record comes with success, and consistency of character is a matter of personal growth. These elements create a constant infinite loop: the story, the materialization, the character. Rigorously pursue and invest in all three elements at all times, and you will earn the trust of investors.

Investors need to trust that a team knows how to spend their money to create value. They need to trust that a team or company will know how to react when challenges arise. They must believe that the team or company will always look in the market mirror, adopt a fast learning curve, seek to innovate, differentiate itself, or even—if not applicable—ride a wave of growth alongside others to create value. While everyone can have an occasional dent in their track record, adhering to the H-H-H mix will help you maintain and even cement trust, regardless of market conditions. Most importantly, adhering to this mix as an investment seeker will help you maintain your inner peace.

Not everyone will agree with this perspective—after all, the world offers plenty of examples of successful yet neither humble nor honest entrepreneurs or businessmen. However, there are different shades of success, each with its own price tags and rewards. I believe the greatest reward in the world of investing is to be regarded as utterly trustworthy by all who invest with or in you, at all times. And to reach that point, the H-H-H mix must be present within you as well.