Ben Cappell at Peterson Ventures focuses his investing through a disciplined 3x2 matrix across three sectors (commerce, fintech, healthcare) and two geographies (Utah and the Bay Area), treating Utah as an undervalued hub rich in founder talent relative to available capital. He trains himself and his team to ask "what if this works?" alongside traditional risk-focused questions to properly evaluate upside potential and maintain an open-minded approach when assessing non-obvious opportunities. Ben Cappell at Peterson Ventures focuses his investing through a disciplined 3x2 matrix across three sectors (commerce, fintech, healthcare) and two geographies (Utah and the Bay Area), treating Utah as an undervalued hub rich in founder talent relative to available capital. He trains himself and his team to ask "what if this works?" alongside traditional risk-focused questions to properly evaluate upside potential and maintain an open-minded approach when assessing non-obvious opportunities.