Soft Power, Hard Truths: Muna Ikedionwu on What Really Moves Money in Culture + Capital

She’s demystifying the unwritten rules of capital — and making sure underestimated founders know how to move through them like they belong.

Muna Ikedionwu is fluent in two languages that most people struggle to translate: culture and capital. As a strategic advisor and investor, she’s built a reputation not just for backing brands but for helping founders see the full playing field and recognize how power, perception, and preparation shape who gets funded.

She’s not here to romanticize entrepreneurship. She’s here to help founders protect their equity, read the room, and avoid the quiet traps built into the system.

In this sharp and refreshingly honest conversation, Muna talks through red flags, rising trends, and the new era of cultural capital. From DM deal flow to the Beyoncé-ification of investing, here’s what founders need to know now.

Founders, Fundraising & the Soft Power Play

You’ve said soft skills can matter more than metrics early on. How should founders develop and communicate those skills without faking it?
Muna: Be professional. Always. Treat your company like a real business, not a side hustle. And get clear on your story. If you can’t explain what you do in 15 seconds in a way that feels both smart and simple, you’re already losing people.

What’s a red flag that makes you step back, even if the deck looks strong?
Muna: A founder who doesn’t seem completely sold on their own vision. I want to see clarity, conviction, and a sense of urgency. If you’re unsure, I’m out.

The Real Talk on Getting Acquired

You’ve spoken about myths around exits. What should founders keep in mind from the beginning?
Muna: Understand that fundraising and exits are both negotiations. You won’t control every term. You need to know what you’re willing to flex on and what’s non-negotiable. Don’t walk into rooms thinking you’ll dictate everything.

What’s the biggest misunderstanding about ownership and dilution?
Muna: Founders think raising money means you’re “winning.” But equity is your most valuable resource. Every time you take a check, you’re giving up a piece of what you built. If you over-raise too early, your exit might look impressive, but your slice is small. Sometimes too small.

Cultural Capital & the New Influence Economy

You’ve said deal flow happens in DMs now. What does that mean for how founders should move online?
Muna: You need to be visible and intentional. Respond to DMs. Engage with investor content. It doesn’t have to be performative — just present. Being in the mix digitally makes it easier for people to see you, connect with you, and trust you.

What do you think traditional VCs still get wrong about celebrity or creator investors?
Muna: They reduce them to reach. But many creators understand business, distribution, and brand better than most people in the room. They’re not just adding clout, they’re adding value.

And what’s the broader cultural shift happening as more Black and brown creators become investors?
Muna: It’s a reframe. We’re moving from being brand partners to brand owners. It’s Beyoncé’s “pay me in equity” era, but now with more structure, more access, and more seats at the table. That shift changes how we see ourselves in conversations about capital and wealth.

Big Systems, Bigger Gaps

You’ve said there’s a huge gap in understanding fund structures. What would help close that?
Muna: Financial education that’s actually accessible. A lot of the info is out there, but it’s dense, outdated, or buried behind jargon. We need more institutions producing content that lives where people are learning: LinkedIn, YouTube, TikTok. Carta and Cherub are doing this well, but we need bigger players to step in, too.

If you could redesign the financial education system in the U.S., where would you start?
Muna: High schools and colleges. Make financial literacy mandatory. Use real terms, real scenarios, not just theoretical math.

How can early-stage founders navigate capital systems without becoming financial experts?
Muna: Hire wisely. You don’t need to know everything, but you do need someone in your corner who does. A fractional CFO or financial consultant can help you make smart decisions and avoid costly mistakes.

Quick Hits with Muna

The best money advice I ever got:
Time is your biggest asset. Start early.

The trait I most admire in a founder:
A growth mindset.

If I weren’t in this field, I’d be:
Traveling the world, perfecting my French.

One thing every founder should stop doing:
Viewing investors as walking dollar signs instead of humans.

One recommendation I always give to new founders:
Tina Wells’ “What’s In a Plan” on SoundCloud.

Beauty That Feels Like Power

Your can’t-leave-the-house-without-it product?
Powerflex Precision Nail Glue by KISS.

Your deal-closing scent combo?
Xtra Milk by Dedcool layered with Noelle by Joya.

Underrated product you’re obsessed with?
Epi.logic. I’m on bottle four of Master Plan. Also loving the new Tonal Cosmetics blush.

Your daily beauty ritual that sets the tone?
Candlelit showers with classical music. Every. Single. Day.