This About That

I’m writing Startup Blender to share thoughts and ideas about creating companies, managing startups, dealing with marketing challenges, and a wide range of other crap that entrepreneurs run up against.

Unlike most blogs, you’ll find this one is more a series of essays. Most posts are wordy by blog standards, so I only publish about one a week. You can savor them all in the archives. My goal is to steer clear of the de jure writing that dominates blogs in search of a bit more longevity.

Here’s some background on me.

I started my career in the environmental movement. First, I worked for a couple of “PIRGs.” Then I spent several years on the staff of a national student environment group, which at its peak had 30,000 members on more than a 1,000 campuses. We tackled climate change, environmental justice and a range of other issues long before they were mainstream.

In 1995, I abruptly changed course when one of my closest friends from college, JJ Allaire, convinced me to drop out of graduate school, move onto a couch, and help him build his new company: Allaire.

Pioneering the web application server market, we grew Allaire from 10 people and $500k in revenue to a publicly listed company with 750 people, more than $100 million in revenue, and a peak market cap of more than $2 billion. I spent most of my time behind the scenes running strategic marketing.

In 2001, we merged Allaire with Macromedia, and I took over as VP, Marketing for Macromedia. There I worked with Kevin Lynch, Jeremy Allaire and the rest of the MACR crew to define and implement the strategy for shifting Flash from its place as a web animation plug-in to a new position as the platform for Rich Internet Applications (RIA) and online video. In 12 months we repositioned the company, defined a new category of web applications, and launched 14 new products including three 1.0s. Fun and exhausting.

I left Macromedia in 2003, and helped JJ start another company, Onfolio, with several awesome engineers from Allaire. Onfolio was a desktop tool for managing the content you found searching the Web. The company was sold to Microsoft in 2006, where the team went on to build Windows Live Writer.

After Onfolio, I wandered around India and South East Asia riding on old buses and the backs of pickups for five months. On a visit to the states, Jeremy Allaire convinced me to toss out my one way ticket to China (literally) and join Brightcove. I spent three and a half years there running marketing and strategy. We launched a bunch of products, and had a blast pushing online video into the mainstream of the media industry.

After Obama was elected, I heard the call to return to my roots as an environmentalist, so I said goodbye to Brightcove and walked down the street to General Catalyst where I’m currently trying to put another dent in universe working as an Entrepreneur-in-Residence with the clean tech team.

Enjoy the blog. I hope you find some useful nuggets to gnaw on among the posts, and don’t be shy in the comments and feedback.


  • Dharmesh Shah

    Wow! Very interesting background. I'm envious (except for the bit about riding around in old buses in India).

    Wish you continued success — and glad to see you're involved with General Catalyst. They're good folks.

  • ytsirklin

    Excellent series of articles. Surprised you are not more widely read.

  • Adam Berrey

    Thanks for the praise! I just started the blog in the fall, so the readership is still building. Tell your friends :-)

  • Adam Berrey

    Thanks for the praise! I just started the blog in the fall, so the readership is still building. Tell your friends :-)