Deborah Meaden answers: What do top investors look for in a business?

The dream ticket is when you get an interesting product that has interesting, Investible people behind it.

I am always looking for better – and that must be higher, faster, cheaper, more expensive, more luxury, whatever it is.

What I am deeply disappointed in is when somebody comes into the den and they can’t explain why anyone would want to buy it or why it’s better. They think it’s a great idea, but they can’t explain why it’s better than anything that currently exists.

I want to know why it’s better and I want to know that the person, even if they’re not pitch perfect, has been honest and truthful in their pitch and I want to get to the point where I believe they get it.

Also, at the end of the day I expect them to run their business, I’m not going to run it for them.