In September 2019, founding partners Michael and Yoel Zaoui decided to add principal investing to Zaoui & Co.'s offerings. The case outlines how, over the next two years, Zaoui & Co. pursued the formation of a SPAC, Odyssey Acquisitions, followed by the identification of a target company, BenevolentAI, and the subsequent de-SPACing process that led to the execution of the transaction in April 2022. Although their initial foray into principal investment was a success, the process proved more arduous and time-consuming than anticipated, diverting considerable attention and resources from Zaoui & Co.'s core M&A advisory business. The brothers were wondering whether Zaoui & Co should (a) continue to aggressively seek principal investing opportunities, or (b) scale back its principal investing efforts, or (c) focus solely on M&A advisory. The choice would have important strategic and organizational implications for the firm.