Jyri co-developed the social objects theory that explains how people gather around photos, locations, and intentions rather than generic social connections, and he applies this framework when evaluating investments at Yes VC. He built and sold two social startups—Jaiku to Google and Ditto to Groupon—before becoming an investor, and he focuses on products that help people share what they plan to do, not just what they already did. Jyri co-developed the social objects theory that explains how people gather around photos, locations, and intentions rather than generic social connections, and he applies this framework when evaluating investments at Yes VC. He built and sold two social startups—Jaiku to Google and Ditto to Groupon—before becoming an investor, and he focuses on products that help people share what they plan to do, not just what they already did.