The always engaging Gillian Parrillo at Sacramento Executive has a short litmus test for prospective investors (she’s an angel investor as well as being a venture partner at Velocity Venture Capital).
She’s posted this test from the perspective of investors but it’s helpful to me as well when engaging prospective new clients. Each client is very important to our development and reputation as a firm. Since we work with early stage companies, most of our interaction is directly with the CEO, and if we’re not blown away by them and don’t completely trust them, how can we get the media or customers interested in them? We can’t. Hence the test.