Alright, imagine this—you’re at a pitch session, coffee in hand, and yet another founder steps up with that classic 20-slide deck. They rattle off numbers: CAC, LTV, ARR, a few market projections, and a bold prediction about their unicorn potential. It’s familiar, isn’t it? As investors, we’re constantly swimming in these metrics. But here’s the kicker: while everyone’s busy scrutinizing the same numbers, what if there were other indicators, hidden but critical, that offer real insights into whether a startup can go the distance?

Today, I’m sharing something we don’t talk about enough—six often-overlooked metrics that give us a peek into the heart and long-term viability of a startup. These aren’t on the typical “checklist.” They’re the kind of insights that you start noticing after years of seeing the same early promises fizzle out. These six metrics? They’re the ones that show if a venture has what it takes to make it, not just survive, in the volatile world of startups.

But before we get into each of these six indicators, let’s set the record straight. I’m not saying toss out the usual metrics. Burn rate, customer growth, and revenue projections all matter. But these hidden metrics? They add context, depth, and perspective. They give us the information that rounds out the numbers and fills in the gaps the spreadsheets can’t show.

So, without further ado, let’s unpack these six critical areas that are about to change the way you look at startups.

1. Founder Endurance: More Than Just Passion

Here’s the truth. Every founder has passion at the start. It’s practically a given. But if we’re honest, passion alone fades fast in the face of long hours, missed targets, and relentless rejection. What we really need to see in founders isn’t just their passion; it’s endurance. This is something deeper, something that tells us whether they’re equipped to take repeated setbacks on the chin and still keep moving forward.

Think of it this way:

• Look Beyond Enthusiasm: Founders typically enter the room with energy and enthusiasm. But what happens when challenges hit?

• Ask About Hardships: Have they faced difficult moments, and more importantly, how did they respond? A founder’s response to hardship can reveal more than a stellar pitch.

• Persistence With Purpose: Endurance isn’t just grit—it’s about recalibrating, learning, and coming back stronger.

Have you ever asked a founder, “Tell me about your toughest moment so far?” When they tell the story, do you see resilience, or just a rehearsed answer? Endurance doesn’t just mean surviving—it means taking hits, adjusting, and using each failure as fuel. The founder who’s still standing after a series of brutal setbacks? That’s the one who’s got endurance. It’s not flashy, but it’s necessary.

And there’s another aspect here: does the founder show an ability to recalibrate? I’m talking about the founder who learns quickly, adapts without getting discouraged, and is eager to figure out the next step rather than getting stuck in a moment of defeat. Real endurance is about persistence paired with agility, and it’s rare but priceless in our world.

2. Team Complementarity: More Than the Sum of Its Parts

Let’s move on to something we don’t talk about enough in due diligence: team complementarity. Every founder loves to tout their “A+ team,” but what does that really mean? Sure, it’s great if you’ve got a seasoned CTO and a marketing whiz on board, but that’s not the end of the story. The real magic happens when each team member’s strengths amplify the others.

What to Look For in Team Complementarity:

• Synergy Over Skills: Having talent is great, but does each team member complement the other?

• Observing Interactions: Take note of how team members communicate. Do they share mutual respect and camaraderie?

• Complementary Strengths: A diverse skill set with shared goals often outlasts a single superstar.

Imagine watching a well-practiced band. You don’t just notice the guitarist shredding; you notice how they play off the drummer’s rhythm, how the bassist and the vocalist are in sync. The whole is truly greater than the sum of its parts. The same applies to startups. If you’ve ever attended a team meeting or even a casual conversation with a startup team, pay attention to how they interact. Does it feel natural, like everyone’s got a defined role and respects each other’s space? Or does it feel like a group of talented individuals who just happen to be working together?

Startups that thrive under pressure often have this special team dynamic. There’s a rhythm, a cohesion. You’ll see it when the CEO gives a quick look, and the team member just knows. Complementarity isn’t about individual skills; it’s about the connective tissue that binds the team together. It’s subtle but critical.

And let’s face it: if we’re investing, we’re also investing in that team dynamic. This is why I put more trust in a cohesive team with complementary skills over a lineup of superstars any day. Cohesion is the secret ingredient that’ll hold them together when they’re facing the inevitable challenges.

3. Customer Obsession: It’s More Than Just Feedback

Alright, here’s where we get into the meat of it—customer obsession. This is one of the most misinterpreted qualities out there. It’s not about having a nice “customer-centric” section in the deck or even a bunch of survey data. It’s about a team’s genuine, unrelenting focus on their customers’ needs, so much so that it feels like they’re solving the problem as if it were their own.

The Layers of Customer Obsession:

• Living the Customer’s Life: Does the founder truly understand the customer’s day-to-day challenges?

• User Stories, Not Just Data: Can they tell you a detailed customer story or just rattle off survey results?

• Authentic Adjustments: Do they make changes because of customer insight, or only in response to competitors?

Let’s get specific. Have you ever met a founder who could tell you stories of their customers’ experiences down to the smallest detail? A founder who speaks with an intensity that tells you they’re genuinely living the customer’s life in their head? That’s customer obsession. It’s beyond statistics; it’s a visceral connection.

Now, why does this matter? Because in a competitive market, the startups that stand out are the ones that know their customers inside and out. They’re the ones that make meaningful adjustments based on real, heartfelt feedback. And when pivots happen—and they will—it’s this obsession that ensures they’re pivoting in a way that will resonate with their users, not just react to a trend.

It’s about knowing the problem intimately, not from 10,000 feet up but right on the ground. That’s where real loyalty is built. And if we’re investing, wouldn’t we rather be backing a company that’s going to inspire that kind of customer loyalty?

4. Adaptability Quotient: The Ability to Switch Gears Without Losing Focus

Let’s talk about adaptability, or what I like to call the “AQ” (Adaptability Quotient). Here’s something we all know: startups are in a state of constant change. Markets evolve, competitors emerge, funding waxes and wanes. In the face of all this, the startups that succeed are those that can pivot or persevere at precisely the right time. But adaptability isn’t just being able to change course; it’s knowing when to stay the course, too.

Key Elements of AQ:

• Intentional Changes: Do they pivot for good reasons, or is it a knee-jerk reaction?

• Strategic Thinking: How has the startup adjusted to past challenges?

• Balance: Do they balance staying grounded with a willingness to make necessary shifts?

Think of AQ as the company’s ability to read the room. If a startup is chasing every shiny object, that’s not adaptability—that’s lack of focus. But a company that knows when to pivot, when to hold firm, and most importantly, when to learn? That’s what I call strategic adaptability.

Consider it a chess game. Great players don’t abandon their game plan at the first sign of trouble. They adjust within the context of the bigger picture. The best startups operate this way—they’re adaptable, but they’re not erratic. They keep their mission in mind and make changes that support that mission, not distract from it.

5. Operational Focus: Setting the Stage for Scalability

Now let’s dig into operational focus. Everyone claims their startup is scalable, but scalability isn’t a buzzword; it’s a mindset. And it shows up long before the company is ready to expand. Scalability isn’t just about having a product that can grow; it’s about having the systems in place to support that growth.

Signs of Strong Operational Focus:

• Systematic Approach: Do they have early processes, even if they’re basic?

• Anticipating Bottlenecks: Are they already thinking about what challenges they’ll face as they grow?

• Proactivity Over Reactivity: Startups that can foresee and manage operational hurdles will find it easier to scale sustainably.

When I look at a startup, I want to know if they have an operational backbone. Do they understand their processes, even if they’re still rough around the edges? Are they thinking about how they’ll manage growth, or are they just hoping it’ll work itself out? Operational focus means being proactive, not reactive. It means having systems in place that might not look fancy now but are designed to prevent future bottlenecks.

A founder who’s already asking these questions early on is a founder who’s setting their company up for real growth. It’s less about perfection and more about preparation. Do they have the foresight to see where cracks might appear as they scale? If so, they’re ahead of the curve.

6. Mission-Driven Magnetism: Building a Purpose-Driven Brand

Let’s get into the last hidden metric, and this one’s a game-changer—mission-driven magnetism. It’s not about throwing around lofty phrases like “changing the world.” It’s about whether the startup has a purpose that resonates so deeply with the team and early adopters that it becomes a magnet for everyone it touches.

How Mission-Driven Magnetism Manifests:

• Beyond the Pitch Deck: When a founder talks mission, do you feel it, or does it sound like fluff?

• A Cohesive Culture: Teams with a shared purpose tend to have stronger alignment and resilience.

• Attracting Loyalty: A strong mission not only pulls in customers but draws talent and investors, too.

When you hear the founder talk, does it feel genuine? Can they explain their mission without a single slide or statistic? Mission-driven magnetism is a rare quality, and when you find it, you know it. This isn’t about hype; it’s about conviction that draws others in.

This mission-driven energy? It’s contagious. It doesn’t just attract customers; it attracts talent, partners, and yes, investors. And in an age where brand loyalty is hard-won, having a mission that resonates on a deeper level gives any startup a massive edge.

Alright, so these are the six often-overlooked metrics that, to me, reveal the true colors of a startup. These are the indicators that tell us not just whether a startup is viable today but if it’ll be resilient enough to thrive over time. This framework isn’t a checklist; it’s a mindset. It’s about looking at startups as more than the numbers on the pitch deck and seeing them as the sum of their most critical parts.

Of course, assessing these nuanced metrics is just one piece of the puzzle. That’s why we’ve developed our Investment Readiness Assessment—a comprehensive, multi-dimensional tool designed to give investors a well-rounded view of any startup. Our white-label product provides a holistic evaluation, including areas like team alignment, strategic focus, operational readiness, and other factors that are essential to making informed investment decisions. It’s structured to deliver a clearer, faster path to insights that go beyond standard financial metrics.

If you’re interested in seeing how our tool captures these metrics and more, let’s connect. It’s not about replacing your judgment but enhancing it. Let’s set up a demo, and I’ll show you how our assessment can add value to your process, providing the insight needed to back the right startups with confidence. Because as much as I love the spreadsheets, it’s the real-world insights that make the best investment decisions.