Jos White on Building Startups and Investing in European Tech

Jan de Vries · 2026-07-02

In this episode of the EU-Startups podcast, we sat down with Jos White, co-founder of Notion Capital and a serial entrepreneur. Jos shares his journey from building pioneering companies like Star and MessageLabs to investing in the next generation of European B2B SaaS and cloud startups. It's a conversation that feels like a chat around a family dining table, full of honest lessons and real-world insights. ### Early Conversations That Shape a Founder Jos opens up about the early entrepreneurial conversations that had a lasting impact on his mindset and ambition. He talks about the moments around his family's dining table where ideas were born and tested. These weren't just casual chats; they were the foundation of a mindset that would later drive him to build and scale successful companies. ### The Pivotal Moment of Traction One of the key takeaways from Jos's story is recognizing when a business idea gains real traction. He explains that it's not just about having a great concept; it's about seeing that moment when the market pulls your product forward. That's when you know you have something scalable. It's a lesson every entrepreneur should internalize. ### Why Firsthand Experience Matters for VCs Jos argues that firsthand entrepreneurial experience gives VCs a unique edge in advising founders. He's been in the trenches himself, so he understands the grind. This isn't just theory; it's practical wisdom that helps him spot the intangible traits that define exceptional founders. Beyond metrics and pitch decks, it's about resilience, adaptability, and a certain hunger. ### How the Founder Landscape Has Evolved Since 2009, the founder landscape has changed dramatically. Jos highlights the rise of AI and its new blind spots. Today's founders are more ambitious and globally minded, but they also face challenges that earlier generations didn't. The differences between European and American founders are striking. European founders tend to be more collaborative and cautious, while American founders often lean into bigger, bolder bets. Both approaches have their strengths, but Jos sees a convergence happening. ### Key Differences Between European and American Founders - **Approach**: European founders often build slowly and steadily, while American founders move fast and break things. - **Ambition**: American founders tend to think globally from day one; European founders often start with a regional focus. - **Execution**: Both are effective, but the tactics differ. European founders value relationships; American founders value speed. ### Shaping the European Tech Landscape Notion Capital is playing a big role in shaping European tech. Jos's perspective on the future of software in Europe is optimistic. He believes the region is poised for a breakout, driven by talent, capital, and a growing ecosystem. But he also warns against complacency. The next decade will demand even more innovation. ### Final Thoughts This interview is a goldmine for anyone interested in European startups. Jos White's journey from entrepreneur to investor offers lessons that apply whether you're building a company in London, Berlin, or Silicon Valley. The key is to stay curious, stay humble, and never stop learning.