Who We Are

We're culture and leadership alchemists, evangelizing, assessing, and transforming the world, one company and leader at a time. Starting with you.


Amy is a certified executive coach, board member, strategist, and culture and leadership alchemist for early stage and growth companies. She is also the Founder of New Fashioned, CEO of Certain Ability, board member and CPO at Product Lab, and an advisor to Boudica Capital and its portfolio.


Part of the founding team and a former executive at athenahealth, Amy has startup-to-public company experience building the culture and leadership team at one of the most successful SaaS companies in healthcare.  After athena's IPO, Amy founded Hawthorn Tree Consulting (which became New Fashioned), where she leveraged her experience to deliver coaching and advisory services that benefit other growth companies: from 200 year-old publicly-traded Johnson Matthey to top-tier VC/PE-backed companies in the healthcare and technology sectors, like CodeRyte/3M, Atul Gawande's Ariadne Labs, Advanced Practice Strategies, Candescent Health, Optoro, Wellframe, and Patients Like Me.


Trained in cutting-edge leadership assessment and coaching, and with a track record of real-world success, Amy has a fresh and pragmatic point of view on the challenges facing emerging and seasoned growth-company leaders. This perspective infuses her leadership of New Fashioned and Certain Ability, where she has institutionalized her craft-brewed methods for identifying, assessing and developing leaders and cultures with true growth-company DNA.  New Fashioned and Certain Ability provide the full spectrum of services for leadership and culture acquisition, assessment and development. Our intentional approaches to creating organizational culture and people and leadership infrastructure drive our clients' positive business outcomes.


Amy graduated magna cum laude from Amherst, where she double-majored in political science and gender studies and minored in religion, focusing on Buddhist theory. 

Corporate Anthropologist


Amelia has more than twenty years of hands-on experience creating and executing strategy to drive growth. She has launched and grown five companies from start-up to success: two were incubated inside complex organizations and successfully spun out as eCornell and LeveragePoint, while three others have passed $15M in revenue and continue to thrive, with one recently achieving a significant valuation and exit through acquisition. 

Recently, Amelia has served as COO at the Authentic Leadership Institute, and as COO & Chief Content Officer for a healthcare company acquired by Relias Learning (a Bertelsmann SE & Co. KGaA company) in a purchase that was directly related to product leadership and a technology platform developed by Amelia.


Amelia has also served as Associate Partner at the Monitor Group (now Monitor Deloitte), a global strategy consultancy established by Michael Porter where Amelia worked with clients on Strategic Positioning, Marketing Strategy, Results Driven Change, and Organizational Behavior projects in the Consumer Packaged Goods, Biotechnology, Energy, and Beer & Wine industries. 


As Director of Technology and Product Development for Corporate Learning at Harvard Business Publishing, Amelia led the team that developed Harvard ManageMentor, an online training product with over 10 million installed seats. Amelia was also a founding member of Cornell’s Office of Distance Learning, where she worked to extend the university's mission to ensure that “any person can find instruction in any study…at any time in any place.”


Amelia earned her Bachelor of Science in Organizational Behavior from Cornell University, where she also pursued graduate studies in Organizational Development. Amelia is an accomplished inventor, holding rights to several US Patents.

Corporate Anthropologist


Cedar is an expert in developing vibrant and meaningful workplace culture. She channels her passion for education into designing workplace structures, programs, and initiatives to attract, retain, and continuously develop a skilled and growth-oriented workforce.  At athenahealth, Cedar developed company leaders by designing educational curricula, implementing global competency mapping, and facilitating immersive workshops. These initiatives were a demonstrable success: athena was one of “Maine’s Best Places to Work” seven years in a row, while growing 30% year-over-year. 


Cedar’s experience also includes leadership roles at Harvard University’s Berkman Center for Internet & Society and John F. Kennedy School of Government, as well as professional training with the Coaches Training Institute and Interaction Associates’ Facilitative Leadership Program. Cedar earned her Master of Arts degree in Education from Harvard, where she specialized in the use of technology in education, and her Bachelor's degree in Fine Arts, Mass Media, Culture and Communication from Hampshire College.


Elizabeth creates structure and meaning from chaos. Elizabeth loves working with fascinating, curious smartypantses in the entrepreneurial space, serving as extra brains and extra hands to get smart stuff done, pronto. Currently, that mostly looks like writing/editing, analytical projects, and other modes of untangling sticky messes.


Like Amy, Elizabeth worked at athenahealth during the formative years when athena was just starting to codify its cultural DNA, and helped to support that effort. Before joining athena, Elizabeth worked with an international non-profit organization, and for eight years helped run the aluminum foundry her grandfather started. Elizabeth's Bachelor of Arts degree is from Brown University, where she majored in Semiotics


Alyshia is executive function incarnate. From calendars to research to kids, she keeps all the trains running on time. Whatever the circumstance, Alyshia jumps in and figures it out. When the last trumpet graduated from her high school band, she set aside her flute, borrowed a trumpet, and reported for school in the fall ready to fill the gap. When Alyshia taught middle schoolers remedial English, she overcame her administration’s skepticism to create a Shakespeare pilot program that won students over and became a standard department offering.  


At New Fashioned, Alyshia wrangles the details that make all else possible. With a keen eye trained on both the forest and the trees, Alyshia knows how to get the lay of the land, lock focus on the goal, clear the path, and bring everyone along. Alyshia graduated summa cum laude with a Bachelor of Arts degree in Education from Eastern Washington University.