While I'm not sure that I buy the author's advice, I have been thinking about ways in which founders can think outside the box in attracting funding and signaling as part of negotiating a funding round - if they want to go the VC route.
Obviously a huge part of getting the highest valuation and the best terms out of a VC round rest on how the founders can directly sell investors on the prospects for their business by talking about the technology, market, financials/projections, etc...
But negotiating a funding round is still just that - a negotiation. Professional investors are well-aware of this and are strategic negotiators.
From the founder side, I see much less of the type of strategic negotiation thinking than I do on the investor side.
Curious if other agree or disagree.