"Brands are very powerful. It is the ultimate moat. When someone has built something that resonates with a lot of consumers and drives passion, that's when something is investible," states Jon Canarick. North Castle is one of the first, and most highly regarded private equity investors in the HALO sector. Pete and Jon discuss how North Castle evaluates a company, what they track, how to approach, criteria, why valuations these days tend to be very overblown, some fundamentals of finance, and more! This highly educational session is a must listen for entrepreneurs and business owners at all levels.