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Podcast: Investor Connect Podcast
Episode: Startup Funding Espresso -- Attribute Substitution
Description: Attribute Substitution Hello, this is Hall T. Martin with the Startup Funding Espresso -- your daily shot of startup funding and investing. The attribute substitution is a bias defined by Wikipedia that occurs when an individual has to make a judgment that is computationally complex and instead substitutes a more easily calculated heuristic attribute. Startups presenting a complex concept such as how their technology works should replace it with a heuristic or analogy that is easier to understand. Complex concepts can be difficult to communicate to investors in a pitch. Instead of explaining the concept in detail, the startup should...