Korva is a scroll of the internet’s best ideas.
The method
The method was laid out on a whiteboard ten years ago: put a lot of content out into the world, host things, and tell people who you are, and you attract the right people and repel the wrong ones.
The results
It worked. Every deal the firm has done has been inbound, and 100 percent of its investors raised their hands, either after being introduced by someone or after listening to or reading something the firm put out. It does not raise capital often. It develops a relationship over time and occasionally raises a round.
People too
Employees arrive the same way: the firm tells the world what it is looking for, and people come in. Capital, opportunities, and people are the three categories, and the firm sits in the middle like a three-sided teeter-totter, leveling up its systems and processes over ten years.
How does publishing content attract the right people?
Brian Halligan, co-founder of the software company HubSpot, is credited with coining the term inbound marketing around 2005. The approach draws customers by publishing useful material rather than by contacting them directly. HubSpot was founded in 2006 and built its business around that idea.
Why do clear signals sort people?
Economist Michael Spence showed in his 1973 paper on job market signaling that costly, visible signals let people with different qualities sort themselves. A clear statement of who a firm is works as a signal that attracts those who fit and discourages those who do not. Spence shared the 2001 Nobel Prize in economics for this work.
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