Allison Braley With Grace
Welcome to With Grace. This week, we feature Allison Braley, Partner and Head of Marketing at Bain Capital Ventures. Known for helping fledgling brands become household names, Allison’s work spans some of tech’s most recognized companies. Her approach to brand authenticity: “Messaging doesn’t mean much if it isn’t backed up by actions.”
What’s something new you’re trying?
I’m intensely ‘not a morning person’ but I wish I was. Late at night is when I find it easiest to get distraction-free deep work done. I’m trying to shift my schedule earlier and experiment with a couple of hours of work time before calls start at 8:30am. I know everyone says this is the way to live, but I’m still not convinced it’s right for me!
What’s a habit or routine that’s been crucial for your success?
I try to write a post for social media (mainly LinkedIn) every week that touches on issues that pertain to both founders and marketers. But if I try to scribble it out in a 30 minute work block, it never turns out well. However, if I get out my computer and pour stream of consciousness thoughts about whatever is on my mind into a doc on Sunday night at around 9pm, the next day I can turn that into something coherent. This just seems to produce better results than a high-pressure time-bound writing block.
How do you see AI evolving in your industry over the next 5 years?
As a marketer who produces content, generative AI in its current form is great for speeding up a first draft, generating ideas or doing preliminary research. Where people go wrong is in using it to send out content without really customizing it. There’s been an unprecedented increase in volume of content production – blog posts, social media, pitches to reporters – and I worry about the implications of that trend in the near term. There’s so much noise it’s becoming impossible to find the signal. In the longer term I’m very bullish on AI for not just creating but customizing and even throttling content to put out only the best, but for now it’s a bit concerning for our industry.
What makes a brand authentic to you?
In doing brand work with startups, I often push teams to consider not just what their brand says but what it does. Messaging doesn’t mean much if it isn’t backed up by actions. Authentic brands are willing to take real steps to support their tenets.
What interview question do you always ask without fail?
“Tell me about a time something didn’t go well for you at work and how you handled it?” It’s easy to get the highlight reel in an interview, but I’m very interested in understanding how someone manages adversity. Tenacity, self-awareness and ability to pivot are all things I’m looking for by asking this question.
How can someone make you extremely happy?
Laughter is the way to my heart!
What’s your favorite way to spend a solo day?
Solo days are a rare luxury as a parent of two young children, so this is more of a wish than a reality. In this fantasy, I wake up naturally with no distractions to a feast of fresh bagels and take my dog Penny Lane, an energetic Boykin Spaniel, for a walk in the Diablo foothills near my house. I’d bring a book and read for a bit in the sun, and then head back to my house for a half day of organizing drawers and closets (not fun but sorely needed!). In the afternoon, I’d stop in a new restaurant for a glass of wine and an appetizer, stroll around shopping and then go swimming for a bit before watching an old movie, eating pasta and heading to bed. Gosh, I need to make this happen!
What do first-time marketers get wrong?
First-time marketers sometimes try to skip to tactics and overlook the message. If you don’t know how to position your product or make it interesting to people, all the impressions in the world won’t make a difference.
Who should we feature next?
Christine Choi from M13 is super interesting. From hanging out on Necker Island with her old boss Richard Branson from early days at Teach for America now to venture, Christine has led a very full career life!
What’s one request you’d make of whoever reads this?
If you know a brilliant founder starting a B2B startup, send them our way at BCV! I’d love to help them craft their message and get it out to the world.
