Book Feature: The Tao of Fundraising by John Kim
Written by John Kim, one of the most accomplished fundraisers of his generation, The Tao of Fundraising distills decades of frontline experience, raising more than $70 billion, into a clear, practical, and deeply human framework for raising capital.
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Why this book matters for private markets professionals
Ggreat ideas fail to get funded every day. Rarely because the ideas are bad—but because the story, the framing, or the human connection breaks down.
Kim’s core insight is deceptively simple:
fundraising success is the product of proven credibility and a differentiated opportunity, multiplied, or diminished, by how clearly and authentically that story is told. The more complex the explanation, the faster attention erodes.
The Tao of Fundraising is built around this equation. Fundraising = Track Record + Differentiation / Complication of Story. It challenges the assumption that fundraising is purely transactional and reframes it as a craft rooted in psychology, performance, and trust.
A missing manual for fundraising
Most MBA programs and professional training focus on what happens after capital is secured. Fundraising itself is treated as an afterthought—learned through trial, error, and instinct.
Kim addresses that gap head-on. This book combines:
Conceptual frameworks that explain how capital flows
Practical processes for positioning and “selling” an investment
Psychological principles that help overcome investor hesitation
Performance skills required to close complex, high-stakes raises
Drawing on ancient philosophy, modern psychology, economics, and real-world experience, Kim reveals the invisible architecture behind successful fundraises.
More than a how-to guide
While deeply practical, The Tao of Fundraising is not a tactical checklist. It is equally a study of human nature.
Kim explores why investors behave the way they do, how fear and trust shape decisions, and how fundraisers can align narrative, empathy, and credibility without manipulation. The result is a book that speaks as much to leadership and relationship-building as it does to capital raising.
As Kim puts it, money is the fuel of business—but understanding people is the engine.
What leaders are saying
Industry leaders across private equity, venture capital, asset management, and beyond have praised the book for its depth and originality, including voices from The Carlyle Group, General Catalyst, CalPERS, and senior operators across private markets and technology.
“A compelling read for those interested in the art of fundraising.”
— David M. Rubenstein, co-founder and co-chairman of The Carlyle Group
“John Kim has had a profoundly transformational impact on General Catalyst and the broader venture capital ecosystem, shaping not only how firms invest but how they build enduring partnerships. The Tao of Fundraising distills his philosophy into a compelling framework—one that marries technical mastery with the deeper art of authentic relationship building.”
— David Fialkow, co-founder of General Catalyst