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Book-talk with Sean Seton-Rogers, Co-Founder of PROfounders Capital

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Sean Seton-Rogers is a co-founder and partner of PROfounders Capital, an early-stage venture capital firm for founders, backed only by founders. Located in London, it was set up in 2010, and supports digital companies across Europe.

Sean lived in South Africa until he was 10, then moved to the US, where he received his MBA from Wharton (University of Pennsylvania), and a BS from Rice University. He’s now been living in Europe for 10 years.

We had the chance to talk to Sean about his favorite books, whose words had the biggest impact on him, his reading habits and more. Keep on reading!


What’s your favorite book and why? Business and non-business, if possible.

Business: Influence: The Psychology of Persuasion, Cialdini. Loved how it exposed how conditioned all people are. Being aware of it is important.

Non-business: The Amazing Adventures of Kavalier and Clay by Michael Chabon. Sprawling, well researched, historical story. A true pleasure to read.


Was there a moment, specifically, when something you read in a book helped you? Can you tell me about it?

Not really…outside of all the teenage boy / angst books like Dune and Ender’s Game…in those, you always imagine you are Paul Atreides or Ender Wiggin and it’s up to you to save the world 🙂


What books had the biggest impact on you? (perhaps changed the way you see things, dramatically changed your career path)

Reading Neal Stephenson books really got me interested in computers, digital worlds, avatars, the role of technology….part of the reason I am in venture capital now.

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What books would you recommend to youngsters interested in your professional path? Why? (no number limit here)

Be interested in technology, not venture capital. VC follows tech, not the other way around.


I’m interested in finding out more about your reading habits. How often do you read? In what format?

I read for 30 minutes at night…just before falling asleep. I read both on my Kindle and paperback. No preference for either. Except I only take the Kindle on business flights, no extra weight.


How do you make time for reading?

It’s a habit every night.


Do you take notes or have any other technique for conquering the torrent of information?

Sadly not.


How do you choose what books to read next?

Goodreads recommendations.


Do you prioritize those recommended by certain people? Is there anyone that you consider a book-recommendations guru?

I do a general ask on Facebook sometimes as well. No real preference.


Last question: what book are you currently reading and what are you expecting to gain from it?

Contact, by Carl Sagan. Not expecting to gain anything…I just love sci-fi books.

Links where you can follow Sean Seton-Rogers or find out more about his projects:

Books mentioned by Sean Seton-Rogers in this interview:


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