Yasha joined Piper in 2012 and leads on Piper’s commercial due diligence in assessing the growth potential of investments by better understanding why customers love a brand and why the brand is better and different versus the competition. Post-investment, he works closely with investee entrepreneurs and management teams to put the customer at the heart of what they do, in order to help them better understand how consumers think and behave before growing the brand into new channels or products, redesigning their packaging, and opening new stores and restaurants.