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Creative capital is the secret sauce, not venture capital

Image credits: francescoch (Opens in a new window) / Getty Images

Before a startup lands its first client or investor, its founders must invest time and energy to develop intellectual property.

In some cases, intellectual property can be as tangible as a patent, but strategic assets can also take the form of product visualizations, target audience data, or early product / engineering prototypes.

Brett Lovelady, founder of design firm Astro Studios, defines these design and development assets as “creative capital,” which “can ultimately last longer and potentially become more valuable” than venture capital.

In a guest post for TechCrunch +, he describes different types of creative capital and includes several examples of how startups can leverage it to be successful.

Thanks so much for reading!

Walter thompson
Editor-in-Chief, TechCrunch +
@yourprotagonist

Can Direct Ads Really Solve the IPO Pricing Problem?

creative capital, live-shopping strategy, new name + logo – TechCrunch

Image credits: Nigel sussman (Opens in a new window)

It’s a two-week public offering, with both US software company Amplitude and direct-to-consumer eyewear provider Warby Parker set to be made public via direct listings.

“Even if you’re tired of IPOs, these two deserve your attention,” writes Alex Wilhelm in The Exchange.

“The two direct ratings will help us determine which side of the public-private divide is really undervaluing startups,” says Alex.

“They’re either pesky bankers extracting unearned value from hard-working Silicon Valley guys on graduation day, or annoyed private market investors that someone else is taking advantage of startups.”

Brands considering a live-shopping strategy must rely on influencers

creative capital, live-shopping strategy, new name + logo – TechCrunch

Image credits: Tirachard (Opens in a new window) / Getty Images

Madison Schill, Director of Marketing and Communications at Livescale, presents essential strategies for companies hoping to grow their brands through online shopping, live streaming and social media.

The first step? Start building relationships with influencers now so that your live shopping experience has an authentic feel.

“Ahead of a volatile retail season, one theme is clear: Now is the time for brands to embrace live shopping, expand their audience and build a new community of influencers,” Schill writes in a guest post that includes a case. studies of brands such as Knix, Urban Decay and Lancôme.

The Huge Challenges and Bountiful Opportunities of Climate Technology

creative capital, live-shopping strategy, new name + logo – TechCrunch

Image credits: NOAA (Opens in a new window) / Unsplash

To undo the damage humanity has inflicted on Earth’s climate models, solutions that touch almost every aspect of our behavior are needed.

“We have 100 areas, 1,000 different areas that need to be reinvented and industries that need to be rebuilt,” Sean O’Sullivan, general partner of SOSV, told TechCrunch Disrupt in conversation with reporter Kirsten last week. Korosec and Carmichael Roberts of Breakthrough Energy Ventures. .

“Of course there will be a certain percentage of people who are going to straighten everything out,” Roberts said. “But overall, I think the majority of people are starting to cooperate a lot more.”

5 questions for venture capital in Q3

creative capital, live-shopping strategy, new name + logo – TechCrunch

Image credits: Nigel sussman (Opens in a new window)

In today’s edition of The Exchange, Anna Heim and Alex Wilhelm present five questions that form the basis of their upcoming analysis of global VC activity in Q3 2021:

  • Has the venture scene in Europe continued to raise record amounts?
  • What’s going on with the Chinese venture capital market?
  • Does the United States retain or lose its dominant position?
  • Where in Latin America are we seeing the most acceleration?
  • Are mega-towers still the main driver of venture capital aggregates?