The article mentions that he kept the remaining shares (as opposed to selling them as well). I wonder what is the general strategy for founders to cash out thei

The article mentions that he kept the remaining shares (as opposed to selling them as well). I wonder what is the general strategy for founders to cash out their stocks? Of course holding the shares for 1 or 2 years to get short/long-term capital gains tax breaks makes sense. But outside of that I imagine there is a balancing act of not selling so many shares to raise investor's eyebrows, but also freeing up money to diversify your assets.