Pinned Tweet
The most visible tech companies are increasingly casting themselves as the hero in their own story, and in doing so, risk becoming the villain in everyone else’s.
Apple was never the hero - the creative misfit was.
Nike was never the hero - the everyday athlete was.
Youtube was never the hero - the creator was.
Airbnb was never the hero - the host was.
Stripe was never the hero - the developer was.
Figma was never the hero - the designer was.
The best brands make someone else the protagonist.
When you cast yourself as the hero, you turn your users into NPCs. The relationship becomes transactional, or worse: predatory (we’ll replace you, just give us time).
This is why we (individual companies, and the tech industry at large) need better stories about the future. Stories that aren’t centered on ARR, record-breaking valuations, circular dealmaking. Stories that are anchored in people, potential and a vision for the future that goes beyond numbers.
Right now tech is mostly talking to tech, so we’re getting away with a lot. But that’s not sustainable. It’s time to think a few steps ahead.
Apple was never the hero - the creative misfit was.
Nike was never the hero - the everyday athlete was.
Youtube was never the hero - the creator was.
Airbnb was never the hero - the host was.
Stripe was never the hero - the developer was.
Figma was never the hero - the designer was.
The best brands make someone else the protagonist.
When you cast yourself as the hero, you turn your users into NPCs. The relationship becomes transactional, or worse: predatory (we’ll replace you, just give us time).
This is why we (individual companies, and the tech industry at large) need better stories about the future. Stories that aren’t centered on ARR, record-breaking valuations, circular dealmaking. Stories that are anchored in people, potential and a vision for the future that goes beyond numbers.
Right now tech is mostly talking to tech, so we’re getting away with a lot. But that’s not sustainable. It’s time to think a few steps ahead.
71
64
601
116,090
Excellent vibes at my polling place. Volunteers checking a young woman in shouted “first-time voter” and everyone stopped to cheer. 🗳️
2
0
39
2,015
If you’re dressed as pro rata rights for Halloween, you’re doing it wrong.
The costume is *sexy* pro rata rights.
The costume is *sexy* pro rata rights.
6
0
29
2,940
A fitting mantle for anyone who makes their wealth from Anthropic to take on, given its early cap table.
feels pretty obvious that the lack of funding for zany early ideas because of the structure of venture and the crowding into winners that people are bemoaning will be solved by the new zillions of centimillionaire angels.
2
0
24
10,196
Ashley Mayer retweeted
Oh, you’ve automated marketing and comms?
Sorry but you’ve only made us more powerful 😤
Sorry but you’ve only made us more powerful 😤
1
4
5
633
One thing that’s cool about this era of startup storytelling is seeing comms pros take/get credit for their work on big stories and launches.
We used to all entertain the fiction that big moments just happened, and if you had a great company and product, awareness was an inevitability. Comms was a behind-the-scenes function. No longer, at least for proactive storytelling (gotta keep the mystery alive for other parts of comms).
We used to all entertain the fiction that big moments just happened, and if you had a great company and product, awareness was an inevitability. Comms was a behind-the-scenes function. No longer, at least for proactive storytelling (gotta keep the mystery alive for other parts of comms).
10
4
81
4,223
I once dressed up as Glossier’s Seattle store for a company costume contest and didn’t even win 🫠
16
0
153
7,103
One of the many things that got us excited about @JKBustertruster and @dohamekki's vision for FluxCap is the potential to remake the legal landscape.
As the sudden collapse of Weil Gotshal shows, Big Law is structurally more brittle than one might imagine.
f
As the sudden collapse of Weil Gotshal shows, Big Law is structurally more brittle than one might imagine.
f
1
3
4
913
Leaking that you've been targeted by a spy is the new announcing that your model did something naughty.
1
1
16
1,910
Ashley Mayer retweeted
When I ran the Antitrust Division, we went up against the biggest companies in the world, and the teams across the table were always bigger than ours. What we had were great lawyers who knew their cases and the law cold. I kept thinking about what those lawyers could accomplish with technology that really understood their work, knew what they were trying to achieve, and met our exacting standards for judgment and intellectual rigor. Nothing on the market was fit for purpose, so we built it with an incredible team. Breakthrough tech for private and public enforcers.nytimes.com/2026/10/28/bus…
5
31
150
23,779
Thrilled FluxCap has emerged from stealth to transform ligitigation!
You will not find more ambitious yet principled co-founders than @dohamekki and @JKBustertruster. They previously ran antitrust enforcement at the Justice Department, leading the highest-profile antitrust cases y’ve poured all that wisdom into FluxCap’s products to help small teams take on big, important cases and Goliaths that would otherwise go unchecked.
Big things ahead for this incredible team!! @coalitionvc is a proud investor alongside @ycombinator and @BloombergBeta.
You will not find more ambitious yet principled co-founders than @dohamekki and @JKBustertruster. They previously ran antitrust enforcement at the Justice Department, leading the highest-profile antitrust cases y’ve poured all that wisdom into FluxCap’s products to help small teams take on big, important cases and Goliaths that would otherwise go unchecked.
Big things ahead for this incredible team!! @coalitionvc is a proud investor alongside @ycombinator and @BloombergBeta.
3
3
21
2,005
There are two very different types of cringe:
Cringe as a byproduct of doing exactly what you want and not worrying about what others think.
Cringe as a byproduct of worrying too much about what others think and trying to get their approval.
Cringe as a byproduct of doing exactly what you want and not worrying about what others think.
Cringe as a byproduct of worrying too much about what others think and trying to get their approval.
14
1
82
3,244
Ashley Mayer retweeted
Just shared this tweet with the marketing team at lovable because, it's very good. Resurfacing for you.
I was regularly in a state of discomfort this past year, and I wouldn’t take any of it back. This is the little chart I kept drawing/tweaking for myself, to try to figure out where I was, and to remember that real growth requires a foundation of awareness and acceptance.
2
2
26
1,926
Kevin Roose two weeks ago, Alison Roman today. Our breakfast series has range! @coalitionvc @wearespringbank @sound_ventures_ @reachfund
13
2
58
3,545
Actually one fun parallel from these talks: both Kevin and Alison feel strongly about not talking down to your audience. Kevin in the context of bringing AI discourse to the mainstream with Machine Gods, and Alison with brand building.
2
0
2
363
PSA: ask to visit your friends with new babies!
I was worried this earlier phase might be isolating, but it’s been delightfully social (with all the proper precautions - we’ve been doing outdoor baby hangs thanks to the good weather). I’m sharing this because I was *not* this friend. I assumed new parents wanted their space. And I’m sure some do, but they’ll welcome the enthusiasm even if they decline the visit.
I was worried this earlier phase might be isolating, but it’s been delightfully social (with all the proper precautions - we’ve been doing outdoor baby hangs thanks to the good weather). I’m sharing this because I was *not* this friend. I assumed new parents wanted their space. And I’m sure some do, but they’ll welcome the enthusiasm even if they decline the visit.
14
6
102
13,282