Our guest today is Joe Marchese, who is a serial entrepreneur and has started a few VC funds including Human Ventures, Casa Komos, Groundswell, True X, Reserve and Attention Capital. His resume is pretty wild. Joe has alot of experience within marketing and advertising so on today’s episode we’re going to focus on how to approach marketing channels, what channels are still undervalued and maybe you can get more bang for your buck, and his approach to building brands and partnering with exceptional entrepreneurs. How did you get your start in media and advertising? What was your attraction to entrepreneurship as well as working with founders? What advertising channel is still underappreciated by brands? What’s still misunderstood about media today? (follow on: talk about the Attention Economy.) How do you monetize attention? What’s your approach to starting businesses? How did Human Ventures come together? When you are incubating companies at Human, what do first-time entrepreneurs misunderstand the most when it comes to growing their businesses? What’s your diligence process when you’re analyzing companies? Are there specific categories that you’re currently deep in or intrigued by? What’s one thing you would change about venture capital? What’s one book that has inspired you personally and one book that has inspired you professionally?Probable impossibilities Life’s Edge by Carl Zimmer What’s the best piece of advice you’ve received?