Every venture starts with the same question: is this broken in a way that craft can fix?
Not "is there a market", not "can we raise on it". Those matter later. The first filter is whether the thing is bad because it is genuinely hard, or bad because nobody cared enough.
The second filter
Can we hold it to the same bar as everything else in the house? A venture that needs a different standard of finish is a venture we should not be running.
What the house actually does
Each company owns its craft end to end, with real accountability. The house provides the bar, the shared method and the patience to ship less, explained better.
Seven companies now. The question has not changed.