Unicorn founders have four traits in common, finds report

Four leadership traits consistently fuel unicorn-level growth regardless of the founder’s background or identity, a new report has found.

The Inclusive Alpha Founder Report 2025 analysed 171 unicorn founders to discover what traits set them apart. It discovered that low neuroticism and inward focus, as well as high analytical thinking and assertiveness, are all shared by the most successful entrepreneurs.

There is a stereotype that venture capital firms can favour the stereotypical Silicon Valley founder, typically white, male, and well-connected, leaving funding gaps for others. 

By recognising that behaviour, not demographics, predicts success, the report says we can support a more inclusive approach to backing future founders.

What four traits define unicorn founders?

To explore which traits truly define unicorn founders, separate from their background, Ada Ventures, a pre-seed inclusive venture capital firm, performed psycholinguistic analysis (LIWC) to study how unicorn founders think and communicate. 

A unicorn company is a startup valued at over $1 billion. Some UK-based success stories include Deliveroo, Monzo, and Revolut.

Of the 159 measurable traits looked at in the report, only 18 were meaningfully different between unicorn founders. This indicates that successful founders share a common mindset. 

Across the founders studied, there was a clear trend: they scored higher on analytical thinking and assertiveness, and lower on neuroticism and inward focus.

Analytical thinking reflects a logical, data-driven approach to problem-solving, and founders who rely on evidence and structured reasoning to make decisions. Assertiveness speaks to clear and confident communication, in addition to being able to take initiative and lead with conviction.

In contrast, low neuroticism suggests maintaining emotional stability under pressure, staying calm and focused in the face of stress or setbacks. 

Meanwhile, lower inward focus indicates a tendency to look outward toward opportunities and action rather than overanalysing or relying too heavily on introspection.

How founders can cultivate these traits

While some people may seem to exude natural confidence, these traits are less about being born with it and more about consistent practice. 

Future founders can intentionally work on developing a values-based leadership style in a few different ways:

• Work with a coach or mentor who can offer perspective, challenge blind spots, and help refine your self-awareness and decision-making.
• Lean on peers or founders’ networks to stay grounded, share challenges, and learn from others.
• Build small daily habits for reflection and growth. It might be journaling, feedback sessions, or regular pitch practice.

These four traits aren’t innate; they’re learnable skills any entrepreneur can build. And as Ada Ventures’ report shows, the next unicorn founder might not look like the last, but they will likely share a similar mindset.