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# Lessons from Ashley Mayer
- URL: https://www.antoinebuteau.com/lessons-from-ashley-mayer/
- Published: 2026-03-28T10:47:03.000Z
- Updated: 2026-07-18T22:05:25.000Z
- Description: Ashley Mayer, a venture capitalist and communications expert, connects storytelling with operational execution at Coalition Operators, advancing a tactics-first approach to building brands informed by her work shaping narratives across Box, Social Capital, and Glossier.
- Author: Antoine Buteau
- Tags: Profile, GTM, Sales & Marketing, Sales, GTM & Marketing Profiles

Ashley Mayer is a prominent venture capitalist and communications expert who has shaped the narratives of some of the most influential companies in tech, including Box, Social Capital, and Glossier. As the co-founder and General Partner of Coalition Operators, she bridges the gap between high-level storytelling and boots-on-the-ground operational excellence, advocating for a "tactics-first" approach to building world-class brands.

![Infographic for "Lessons from Ashley Mayer".](https://www.antoinebuteau.com/content/images/2026/07/4e8dd929-d1a9-49be-af49-cf4b47be8f09-6a25d78b-bdc3-4a9a-9bde-d33c7ed2e31d-optimized.webp)

### Part 1: The Tactical Genesis of Strategy

1. **On the Priority of Action:** "It’s okay that your startup doesn’t have a communications strategy; start with tactics instead." — [*Source: Medium*](https://medium.com/nfx/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-774e1443423b?ref=antoinebuteau.com)
2. **On Creative Freedom:** "Tactics are more amenable to creativity and experimentation than a rigid grand strategy." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
3. **On Feedback Loops:** "Focusing on tactics allows for quicker feedback loops, letting you discover what truly resonates with your audience." — [*Source: Medium*](https://medium.com/nfx/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-774e1443423b?ref=antoinebuteau.com)
4. **On Strategy Evolution:** "Successful tactics can evolve into core strategies over time, much like Salesforce's early marketing stunts." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
5. **On Identifying Resonances:** "Experiment with different communication channels to identify where your message gains the most traction." — [*Source: Medium*](https://medium.com/nfx/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-774e1443423b?ref=antoinebuteau.com)
6. **On Resource Efficiency:** "Tactics don't require massive resources to start, making them ideal for early-stage startups." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
7. **On Winning Attention:** "In a crowded landscape, scrappy tactics are often more effective at gaining attention than expensive campaigns." — [*Source: Medium*](https://medium.com/nfx/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-774e1443423b?ref=antoinebuteau.com)
8. **On Business Alignment:** "While you should experiment, ensure your tactics always align with your overall business objectives." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
9. **On Tactical Discovery:** "Treat every communication effort as a discovery exercise rather than a fixed commitment." — [*Source: Medium*](https://medium.com/nfx/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-774e1443423b?ref=antoinebuteau.com)
10. **On Signals of Growth:** "Use specific tactics to attract potential hires and facilitate funding rounds before formalizing your PR engine." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)

### Part 2: The Art of the Narrative

1. **On the Nature of Startups:** "Startups are fundamentally stories about the potential of a future state." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
2. **On Existential Storytelling:** "The ability to tell your story compellingly is existential for an early-stage company." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
3. **On Problem-Centric Messaging:** "Don't just talk about the product; talk about the problem you are solving and why the world sucks without it." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
4. **On Signaling Gravity:** "Don't trust that others will take the time to understand the gravity of your news; you must signal its importance." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
5. **On Defining Your 'Why':** "Find common ground with your audience on things they are already thinking about by leading with your 'why'." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
6. **On Audience-First Comms:** "Communications is all about making sure your most important audiences know who you are and who you’re for." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
7. **On Controlling the Story:** "You can no longer outsource your story to the press; you must own and deliver your own narrative." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
8. **On Breaking Through Noise:** "People are doing the same things; there is a massive room for creativity and sharper, original storytelling." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
9. **On the 30,000-Foot View:** "Founders must tell a high-level story that connects their tech to broad societal or industry shifts." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
10. **On Authentic Insights:** "What's interesting to people outside the company is understanding the state of the world today and why it hasn't been fixed before." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)

### Part 3: Mastering the IPO & Public Scrutiny

1. **On the IPO Narrative:** "During an IPO, companies have the least control over their story as the numbers begin to speak for themselves." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
2. **On S-1 Reality:** "The financial charts in your S-1 will overshadow even the most carefully crafted Founder’s Letter." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
3. **On Internal Focus:** "During intense external scrutiny, turning your attention inward to employees is your most critical strategy." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
4. **On Managing Excitement:** "Manage internal expectations and excitement; slogans like 'The Best is Yet to Come' help ground the team." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
5. **On Narrative Flips:** "Be prepared for the public narrative to flip instantly; the 'safe' IPO is a rare occurrence." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
6. **On Continuous Storytelling:** "Keep telling your story over and over because, in reality, no one actually knows it as well as you think." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
7. **On Resilience Through Failure:** "The harder the IPO process, the more emotionally prepared you are for the demands of being a public company." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
8. **On Rebuilding Trust:** "A hard-won NYSE debut builds the maturity and determination needed to rebuild a story and trust over the long term." — [*Source: Medium*](https://medium.com/s/story/behind-the-ipo-spectacle-five-communications-lessons-learned-the-hard-way-774e1443423b?ref=antoinebuteau.com)
9. **On Enterprise Transformation:** "At Box, we didn't just sell software; we told a story about how cloud and mobile were transforming the way businesses operate." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)

### Part 4: The Operator-Investor Nexus

1. **On Cap Table Design:** "The best cap tables are collaborative and filled with people who have different networks and expertise." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
2. **On Unfair Advantages:** "Backing founders with hard-won, tangible startup expertise gives them an unfair advantage." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)
3. **On Intentional Investing:** "Pick and choose the people on your cap table who will be genuinely helpful for hiring and go-to-market strategy." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
4. **On the Value of Operators:** "Operators are uniquely valuable on cap tables because their expertise is currently relevant and from the trenches." — [*Source: Business Insider*](https://www.businessinsider.com/coalition-operators-ashley-mayer-venture-capital-comms-2021-1?ref=antoinebuteau.com)
5. **On Radical Pragmatism:** "Approach founder partnerships with deep empathy and radical pragmatism." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)
6. **On Tangible Support:** "Founders need specific, tangible support from people who will tell them the truth and otherwise get out of their way." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)
7. **On High-Leverage Investing:** "Strive to be the highest leverage-per-dollar investor on a founder's entire cap table." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)
8. **On Seeing the Future:** "A great investor sees the biggest possible future for a startup, even before the founder has articulated it." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
9. **On Choosing Partners:** "Founders are saying yes to a person or a group of people, not just a fund name." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
10. **On Diverse Coalitions:** "Build cap tables with diverse coalitions of people who offer multifaceted support." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)

### Part 5: Scaling Brands: From Box to Glossier

1. **On B2B Consumerization:** "B2B companies like Box are starting to behave more like B2C companies like Glossier because individuals buy tech now." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
2. **On Individual Buyers:** "Individuals are the ones buying technology in the workplace today, leading to the blurring of B2B and B2C strategies." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
3. **On Community Centricity:** "Centering the customer and treating them as their own experts is the key to world-class brand building." — [*Source: YouTube*](https://www.youtube.com/watch?v=Enor%5FKMJ5mR&ref=antoinebuteau.com)
4. **On Earning Trust:** "If you earn trust by accompanying customers on a life-changing journey, you earn the right to build other experiences for them." — [*Source: Business Insider*](https://www.businessinsider.com/coalition-operators-ashley-mayer-venture-capital-comms-2021-1?ref=antoinebuteau.com)
5. **On Scaling Storytelling:** "Glossier succeeded by being world-class in consumer brand storytelling and creative narrative." — [*Source: YouTube*](https://www.youtube.com/watch?v=Enor%5FKMJ5mR&ref=antoinebuteau.com)
6. **On Consumer Loyalty:** "Brand loyalty is built by treating the community as active participants in the company's growth." — [*Source: YouTube*](https://www.youtube.com/watch?v=Enor%5FKMJ5mR&ref=antoinebuteau.com)
7. **On Product Focus:** "Founders often skip straight to what they are building; instead, they should focus on who they are for." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
8. **On Identity Branding:** "The best brands give their customers a sense of identity and belonging, not just a utility." — [*Source: YouTube*](https://www.youtube.com/watch?v=Enor%5FKMJ5mR&ref=antoinebuteau.com)
9. **On Authentic Engagement:** "Authentic engagement with a community on social media can replace traditional advertising for high-growth brands." — [*Source: YouTube*](https://www.youtube.com/watch?v=Enor%5FKMJ5mR&ref=antoinebuteau.com)

### Part 6: Career Architecture & Unconventional Paths

1. **On Discovery Over Strategy:** "Career paths are often an exercise in discovery rather than a pre-planned grand strategy." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
2. **On Career Building Blocks:** "View your experiences as building blocks that you can arrange into a unique professional identity later." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
3. **On Unintentional Gateways:** "Angel investing can be an unintentional gateway into a full-time career in venture capital." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
4. **On Avoiding Pigeonholes:** "Don't let yourself be pigeonholed; use your core expertise to broaden your identity through advising and writing." — [*Source: Substack*](https://mayer.substack.com/p/the-unintentional-gateway)
5. **On the Value of Comms Skills:** "Comms is an incredibly strategic function, and the skills you build there are relevant to literally anything you do next." — [*Source: Substack*](https://mayer.substack.com/p/the-unintentional-gateway)
6. **On Energy Management:** "Find the people who give you energy; building from scratch is exhausting and you need invigorated collaborators." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
7. **On Missing Early-Stage Grit:** "The transition to VC often comes from missing the raw energy and engagement of the early-stage founder journey." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
8. **On Portfolio Careers:** "Choosing between an operating role and a portfolio career is often a matter of following your gut." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/the-best-career-decisions-z976U8r7%5Fxa/?ref=antoinebuteau.com)
9. **On Access to Capital:** "There is a disparity where people with high operational expertise often lack direct access to capital deals." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
10. **On Gut-Led Decisions:** "The best career decisions often come from intuition rather than a spreadsheet of pros and cons." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/the-best-career-decisions-z976U8r7%5Fxa/?ref=antoinebuteau.com)

### Part 7: Leadership & Operational Pragmatism

1. **On Building Trust:** "Openly talking about what is hard builds more trust than constant optimism." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
2. **On Proactive Transparency:** "Addressing hurdles proactively is confidence-inspiring for both internal teams and investors." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)
3. **On Empathy in AI:** "AI can simplify tasks, but reading the room and exercising empathy remains a purely human leadership skill." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/will-empathy-make-a-comeback-9Xq5jOnr3vf/?ref=antoinebuteau.com)
4. **On Crisis Management:** "Navigate rapid growth and deep challenges like store closures with the same commitment to narrative honesty." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
5. **On Radical Candor:** "Founders value truth-tellers over cheerleaders on their cap tables." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)
6. **On Political Discourse:** "Engaging with people you disagree with is essential for a healthy society and a functional workplace." — [*Source: Spotify*](https://open.spotify.com/show/6R0c0oUwuHXf6gQqtEg6N6?ref=antoinebuteau.com)
7. **On Accountability:** "Silicon Valley must develop better internal mechanisms for policing bad behavior and ethical lapses." — [*Source: Spotify*](https://open.spotify.com/show/6R0c0oUwuHXf6gQqtEg6N6?ref=antoinebuteau.com)
8. **On First Principles Thinking:** "Examine your assumptions and think from first principles to avoid the trap of 'growthmaxxing' at all costs." — [*Source: Medium*](https://medium.com/mixing-board/mixing-board-studio-session-ashley-mayer-coalition-operators-78f23d43423b?ref=antoinebuteau.com)
9. **On Facing Reality:** "Employees can discern when issues are being avoided; sugar-coating is the fastest way to lose a team." — [*Source: NFX*](https://www.nfx.com/post/its-okay-that-your-startup-doesnt-have-a-communications-strategy/?ref=antoinebuteau.com)

### Part 8: The Future of Venture & Network Power

1. **On Concentrated Capital:** "Venture is in its 'growthmaxxing' era, but concentrated capital doesn't always lead to better outcomes for founders." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/venture-is-in-its-growthmaxxing-7xaEgM7J29e/?ref=antoinebuteau.com)
2. **On Modern Narratives:** "We need to evolve beyond the 'Girl Boss' or 'Lean In' tropes to genuinely helpful initiatives for women in tech." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/what-comes-after-the-girl-9PBDS0FcG7I/?ref=antoinebuteau.com)
3. **On Building in Public:** "Building in public remains relevant, but the focus is shifting toward authentic utility rather than just performance." — [*Source: Apple Podcasts*](https://podcasts.apple.com/us/podcast/great-chat/id1733HHnspu9Y?ref=antoinebuteau.com)
4. **On the Super Bowl AI Hype:** "startups shouldn't necessarily invest in high-profile ad spots like the Super Bowl unless the narrative ROI is clear." — [*Source: Listen Notes*](https://www.listennotes.com/podcasts/great-chat/no-one-won-the-ai-bowl-eY9X4iZ4R7o/?ref=antoinebuteau.com)
5. **On Narrative Market Fit:** "Gaining belief in your story is the most important milestone when you lack proof points." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
6. **On Finding the Right Channel:** "There isn't one prescribed way to get a message out; if LinkedIn doesn't suit your style, find your own platform." — [*Source: Mercury*](https://mercury.com/blog/ashley-mayer-communications-strategy?ref=antoinebuteau.com)
7. **On Collaborative Cap Tables:** "Diverse coalitions of investors create a safety net of varied insights for the founder." — [*Source: YouTube*](https://www.youtube.com/watch?v=Db7qyDTOR5F&ref=antoinebuteau.com)
8. **On Backing Big Swings:** "Back founders taking big swings at important problems, driven by a deep and authentic 'why'." — [*Source: Coalition Operators*](https://coalitionoperators.com/?ref=antoinebuteau.com)