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\u201cB2B is all about social science and social context. It\u2019s counterintuitive because you\u2019d think that is B2C but in B2C, it\u2019s more about the vision and brand and riding on this huge wave that is building up in the viral market. In B2B it comes down to people. If you have the ability to observe, listen, shut-up, and work your way from that, that\u2019s the biggest asset that founders can have in terms of catering their solution to what is needed in the market.\u201d \u2014 Jeannette zu F\xfcrstenberg, Founding Partner @ La Famiglia VC\n\nLa Famiglia VC doesn\u2019t believe in conformist bets. Led by Dr. Jeannette zu F\xfcrstenberg alongside partner Judith Dala, the fund invests in contrarian ideas that enable radical change within the B2B sector. \u201cWhat we really want to see is founders with bold and transformative visions that have something in their character and in their nature that wills the future into being,\u201d Jeannette explains. Since its start in 2017, the fund has closed two funds and invested in dozens of companies, including several co-investments with Seedcamp in data collaboration platform Graphy and employee service platform Back. \n\nIn this episode of This Much I Know, Carlos speaks to Jeannette and Judith about their current sector interests, the role of sustainability in VC, and La Famiglia\u2019s view on what makes a good founder. Having both studied social science at university, Jeannette and Judith also discuss the importance of thinking about social context when investing in and founding B2B companies.\n\nLinks\nCarlos Espinal - twitter.com/cee\nJeannette zu F\xfcrstenberg - linkedin.com/in/jeannette-zu-f%C3%BCrstenberg-a4227a17a/ \nJudith Dada - twitter.com/dadajudith \nSeedcamp - www.seedcamp.com\nLa Famiglia VC - www.lafamiglia.vc | twitter.com/lafamigliaVC \nLa Famiglia\u2019s newest fund - https://sifted.eu/articles/la-famiglia-50m-fund/