In 2005, as he joined Netflix as VP of Product, he asked Reed Hastings, the CEO, what he hoped his legacy would be. His answer: “Consumer science.” He explained, “Leaders like Steve Jobs have a sense of style and what customers seek, but I don’t. We need consumer science to get there.”

Ask any founder who has raised venture capital and they will likely tell you that fundraising is a sales process. You need to prospect, nurture, and move potential investors through an “investor funnel”. As Mark Suster, Managing Partner at Upfront Ventures, puts it, “Remember that fund raising is a sales process. The investor is a customer and they have money to spend but only for a limited number of companies. 

Design tokens, popularized by Lightning Design System and helpfully explained by Nathan Curtis, are a valuable asset to any organization, particularly large ones with many products/platforms to…