marketing

Our industry is caught in a death spiral, endlessly recycling the same users. 

We're shuffling wallets between projects. Each new protocol, chain, or dApp largely cannibalizes from the existing user base.

The path forward is growing our addressable audience through emotional connection and brand resonance. connect emotionally with real problems people face.

Is it really that hard to think that people beyond crypto see the need for a new Internet?

Strong, approachable brands create cut-through. They build trust before understanding, making the learning curve feel worth climbing.

Other emerging industries faced similar challenges but succeeded by focusing first on messaging impact and retention, not just technical superiority.

Our brands need to speak human before they speak crypto.

Or we just death spiral into oblivion. 

Shoutout @darkstar for sparking my thoughts on this.

Burning playbooks @ Heretic.wtf Prev: CMO at Aleo, RabbitHole, Gaia + a bunch of agencies.