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The Tao of Fundraising: The Science, Philosophy, and Psychology Behind Attracting Capital
A masterclass in persuasion, performance, and psychology, The Tao of Fundraising reveals how to navigate the invisible forces of human nature and capital flow to transform great ideas into fully funded ventures.
The Tao of Fundraising delivers a blunt but necessary the best ideas often go unfunded—not because they’re bad, but because their creators don’t understand how capital flows.
Fundraising is the most neglected art in modern business. Most MBA courses and coaching advice focus on what to do after a business has secured investment. The Tao of Fundraising seeks to fill that void.
No one understands fundraising like John Kim, who has used these concepts to raise more than $70 billion over the course of his career. Here, he lays out all the concepts that allowed him to rise to the top of the fundraising world.
One part how-to, one part psychological study, and one part spiritual guide, The Tao breaks down the fundraising process and all the skills necessary to convince skeptical investors to place their money in your business.
To overcome a system designed to keep money out of reach and the natural hesitancy of investors, you
The conceptual frameworks to understand how fundraising works in practice. The practical processes that allow a fundraiser to “sell” their investment. The psychological principles that enable a fundraiser to persuade skeptical investors to ignore their fears and trust the investment. The performance skills to close the deal.
Drawing from ancient philosophy, modern psychology, economics, and decades of frontline experience, Kim reveals the deeper dynamics that drive fundraising at the highest level.
This isn’t just a book about money—it’s a masterclass in human nature and the invisible forces that separate good ideas from funded ones.
The Tao of Fundraising delivers a blunt but necessary the best ideas often go unfunded—not because they’re bad, but because their creators don’t understand how capital flows.
Fundraising is the most neglected art in modern business. Most MBA courses and coaching advice focus on what to do after a business has secured investment. The Tao of Fundraising seeks to fill that void.
No one understands fundraising like John Kim, who has used these concepts to raise more than $70 billion over the course of his career. Here, he lays out all the concepts that allowed him to rise to the top of the fundraising world.
One part how-to, one part psychological study, and one part spiritual guide, The Tao breaks down the fundraising process and all the skills necessary to convince skeptical investors to place their money in your business.
To overcome a system designed to keep money out of reach and the natural hesitancy of investors, you
The conceptual frameworks to understand how fundraising works in practice. The practical processes that allow a fundraiser to “sell” their investment. The psychological principles that enable a fundraiser to persuade skeptical investors to ignore their fears and trust the investment. The performance skills to close the deal.
Drawing from ancient philosophy, modern psychology, economics, and decades of frontline experience, Kim reveals the deeper dynamics that drive fundraising at the highest level.
This isn’t just a book about money—it’s a masterclass in human nature and the invisible forces that separate good ideas from funded ones.
256 pages, Hardcover
Published March 17, 2026
About the author
John Kim
126 books230 followersJohn Kim LMFT (The Angry Therapist) pioneered the online life coaching movement seven years ago, after going through a divorce which led to his total re-birth. He quickly built a devoted following of fans who loved the frank and authentic insights that he freely shared on social media. He pulled the curtain back and showed himself by practicing transparency and sharing his story something therapists are taught not to do. Kim became known as an unconventional therapist who worked out of the box by seeing clients at coffee shops, on hikes, in a CrossFit box. He built a coaching team of his own and launched a sister company called JRNI, creating a new way to help people help people and change the way we change. He lives in Los Angeles.
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Displaying 1 - 5 of 5 reviews
July 30, 2026
The Tao of Fundraising: The Science, Philosophy, and Psychology Behind Attracting Capital is a compelling exploration of one of the least understood yet most critical disciplines in business. Rather than treating fundraising as a series of tactics or scripted pitches, John Kim presents it as a sophisticated blend of psychology, strategic communication, human behavior, and disciplined execution. The result is a book that feels equally valuable to entrepreneurs, founders, executives, investors, and anyone responsible for securing capital.
One of the book's greatest strengths is its ability to shift the reader's perspective. Instead of focusing solely on financial metrics or business plans, Kim demonstrates that successful fundraising begins with understanding people—their motivations, fears, decision-making processes, and trust. This human-centered approach transforms fundraising from a transactional exercise into a relationship-building discipline grounded in credibility and influence.
The integration of philosophy, psychology, economics, and real-world experience gives the book unusual depth. Rather than offering generic motivational advice, the author provides conceptual frameworks that encourage readers to think strategically about every stage of the fundraising process. His decades of experience are evident throughout, lending both authority and practical relevance to the lessons presented.
Equally impressive is the accessibility of the writing. Complex ideas are explained in a straightforward, engaging manner that makes the material approachable without sacrificing substance. Whether someone is raising capital for a startup, nonprofit, private equity fund, or growing business, the principles remain broadly applicable.
Overall, The Tao of Fundraising is much more than a fundraising manual. It is a thoughtful study of persuasion, leadership, trust, and decision making that challenges readers to become more intentional communicators and more effective leaders. This is an outstanding resource for anyone seeking to understand not only how capital moves, but why people choose to invest in ideas, businesses, and vision.
One of the book's greatest strengths is its ability to shift the reader's perspective. Instead of focusing solely on financial metrics or business plans, Kim demonstrates that successful fundraising begins with understanding people—their motivations, fears, decision-making processes, and trust. This human-centered approach transforms fundraising from a transactional exercise into a relationship-building discipline grounded in credibility and influence.
The integration of philosophy, psychology, economics, and real-world experience gives the book unusual depth. Rather than offering generic motivational advice, the author provides conceptual frameworks that encourage readers to think strategically about every stage of the fundraising process. His decades of experience are evident throughout, lending both authority and practical relevance to the lessons presented.
Equally impressive is the accessibility of the writing. Complex ideas are explained in a straightforward, engaging manner that makes the material approachable without sacrificing substance. Whether someone is raising capital for a startup, nonprofit, private equity fund, or growing business, the principles remain broadly applicable.
Overall, The Tao of Fundraising is much more than a fundraising manual. It is a thoughtful study of persuasion, leadership, trust, and decision making that challenges readers to become more intentional communicators and more effective leaders. This is an outstanding resource for anyone seeking to understand not only how capital moves, but why people choose to invest in ideas, businesses, and vision.
May 15, 2026
John Kim does a good job writing about the history of capitalism, where capital moves, and how to put yourself in the best position possible to raise money. There were a ton of great one-liners so I figured I’d share them below e
“The idea that capital, like conflict or change, moves through narrative” (15)
“High risk decisions come from the gut” (16)”
“Your track record is the shortest route to increasing trust with an investor and attracting their interest” (65)
The simpler the story, the more attractive it is (66)
If you can establish yourself as an expert authority in your investment space, then you will increase your ability to diminish the investor’s fears (129)
Never play the board, always the man (168)
You always want to present yourself as successful in the world you represent (191)
The key to every sale is authenticity (202)
“The natural enemy of endurance is innovation” (207)
Pain is inevitable, but suffering is a choice (209)
Success is nothing more than a few simple disciplines, practiced every day (221)
Overall, I learned a lot about what goes into a successful fundraise and how to win after you get in the room.
“The idea that capital, like conflict or change, moves through narrative” (15)
“High risk decisions come from the gut” (16)”
“Your track record is the shortest route to increasing trust with an investor and attracting their interest” (65)
The simpler the story, the more attractive it is (66)
If you can establish yourself as an expert authority in your investment space, then you will increase your ability to diminish the investor’s fears (129)
Never play the board, always the man (168)
You always want to present yourself as successful in the world you represent (191)
The key to every sale is authenticity (202)
“The natural enemy of endurance is innovation” (207)
Pain is inevitable, but suffering is a choice (209)
Success is nothing more than a few simple disciplines, practiced every day (221)
Overall, I learned a lot about what goes into a successful fundraise and how to win after you get in the room.
March 22, 2026
Not what I expected. A hasty download after the word “fundraising” captured my eye. At this point in my life a “fundraiser” is trying to generate money for a charity and not raising capital. Turns out the book is about the latter, which is blindingly obvious who takes time to read the full title of the book. Having downloaded I left compelled to read it.
Not a bad read and I learnt that Hugh Jackman, at the time of writing, has played a super hero longer than any other actor.
Not a bad read and I learnt that Hugh Jackman, at the time of writing, has played a super hero longer than any other actor.
June 6, 2026
Interesting read about the process and psychology behind fundraising. Examples are focus on venture and institutional fundraising, while concepts can be applied to general fundraising or sales too. End of book turns into a memoir about author’s career and transition out of institutional fundraising.
September 7, 2026
I was looking for a good book on fundraising since my business is right in the thick of that process and I'm glad I came across this one.
John Kim has been there, done that in the world of fundraising and knows exactly how to sell to various parties (including VCs, which is relevant for me). And he's very upfront about that since he's helped raise billions. He gives a good overview of the 2026 fundraising landscape and talks about how important it is to know your audience, what they're looking for, and how to address exactly what they are looking for. These sound obvious on paper, but if there's anything I know about fundraising, it's that one wrong word or phrase can derail your entire effort.
He does caution that the "Tao" can be used for the wrong reasons (i.e. manipulation) but hopes that the readers have good intentions. I assume that most of them do here and are just looking for any sort of edge in this very complicated process.
Definitely recommend to startup founders or anyone else looking to raise capital.
John Kim has been there, done that in the world of fundraising and knows exactly how to sell to various parties (including VCs, which is relevant for me). And he's very upfront about that since he's helped raise billions. He gives a good overview of the 2026 fundraising landscape and talks about how important it is to know your audience, what they're looking for, and how to address exactly what they are looking for. These sound obvious on paper, but if there's anything I know about fundraising, it's that one wrong word or phrase can derail your entire effort.
He does caution that the "Tao" can be used for the wrong reasons (i.e. manipulation) but hopes that the readers have good intentions. I assume that most of them do here and are just looking for any sort of edge in this very complicated process.
Definitely recommend to startup founders or anyone else looking to raise capital.
Displaying 1 - 5 of 5 reviews