Three Secrets Into The Mind And Soul Of Sophisticated Investors Investors are people just like everyone else. But in certain ways they are profoundly different. Consider that they sort via two buckets. The first bucket is what we call the greed bucket. The other bucket we call the risk bucket. The goal for the investor is to have as much in the greed bucket and eliminate anything in the risk bucket. But how do you strategically achieve this investor requirement as an entrepreneur when you are just starting or have a new business? Most sophisticated investors subscribe to Harvard Professor Michael Porter’s view that it is crucial for the business to have competitive advantages so that the concept of investor buckets are in the best possible positions. But can you see how much greater the investors buckets would appear if you had a way to go far beyond Porter’s concept of competitive advantage and employ a strategy of Sustainable Unfair Advantage™? Investors, like most people, make decisions emotionally and justify them logically. Make Sense? What this means is that investors need to become emotionally involved before they will say yes.