The best time to invest in a company is when it’s most in violation of a popular narrative…
I’ve been digging into Bedrock’s investment strategy lately, and their approach is unlike most of Silicon Valley.
Instead of chasing the “next big category” that everyone is talking about, they actively hunt for what they call narrative violations, companies that don’t fit the market’s current story.
Why? Because in venture capital, popular narratives create overcrowded markets:
→ They attract too much capital
→ They spawn dozens of clones.
→ They create hype cycles where early returns are gone before most can get in
A narrative violation is the opposite. It’s when the consensus says this won’t work, this market is dead, or this company will get crushed.
Examples Bedrock highlights:
➤ 2010: “Cleantech is dead” → Tesla
➤ 2011: “Social gaming is a horrible business” → Roblox
➤ 2012: “Dating apps are fads” → Tinder
➤ 2014: “Uber will crush all competitors” → Lyft
➤ 2016: “Consumer is dead” → Canva
➤ 2020: “AI has been overhyped for a decade” → OpenAI
When Bedrock invested in Lyft in 2012, the prevailing belief was that Uber’s ruthlessness would wipe them out.
When they backed Rippling, the narrative was that HR tech was saturated.
When they invested in Vercel, open-source wasn’t seen as enterprise-friendly.
Geoff Lewis, Bedrock’s founder, built the firm on this principle in 2018 with $127M AUM. Today, they manage around $2B and have backed over 50 companies including OpenAI, Bitcoin, and Flock Safety many at points when the consensus was betting against them.
Why this works:
1⃣ Immunity from clone wars – When your business isn’t “hot,” no one’s rushing to copy it.
2⃣ Systematic underestimation – Investors and competitors write you off, giving you more time to build.
3⃣ Longer runways – Less capital chasing you means more breathing room.
Bedrock calls out a key danger in venture: the narrative mirage, when investors see a small glimmer of success in a new category and immediately inflate it into a “once-in-a-lifetime opportunity.”
Electric scooter sharing, daily deals, chatbots, all examples where billions poured in, most companies died, and only one or two players survived.
Their takeaway:
Narratives can be inspiring, but they can also become shortcuts for thinking. In venture, those shortcuts often mean missing the real breakthroughs.
If you’re a founder, this should matter to you too.
Building something that violates the popular narrative might feel lonely at first no hype, no easy press, no VC buzz. But that’s exactly why you can win. By the time the story catches up, you’re already too far ahead.
Don’t just follow the story everyone’s telling. Look for the story no one’s telling yet.
What's your thought on this?