Investors are usually diversified, holding stakes in lots of different companies. Meanwhile, founders are usually all in with all their eggs in one basket (albe

Investors are usually diversified, holding stakes in lots of different companies. Meanwhile, founders are usually all in with all their eggs in one basket (albeit a basket they are guarding intently). An alternative to asking for more equity is to negotiate for a higher salary, and using those funds to diversify your holdings. As you'd expect, this conversation is easy if the business is going well, and isn't if it's not.