Julio Martínez strips away the glamor of fundraising, describing it as a strategic, psychologically nuanced process—not the flashy pitch fest many imagine. Drawing on his experience raising over $100 million for Abacum, he reframes fundraising as a buying process in which founders “qualify investors—not the other way around.” The article delivers five sharp truths every founder should heed, including rejecting passive selling in favor of taking control of the dynamic and rigorously vetting investors.

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