My first piece for Forbes Crypto, “Is Direct-to-Wallet the new Direct-to-Consumer?” 

https://www.forbes.com/sites/jennywang/2022/11/03/is-direct-to-wallet-the-new-direct-to-consumer/?sh=5d5715ff201b

Jennywang.eth Loves learning and technology 

An excerpt:

....This new kind of customer, the customer with a wallet, expects new definitions of loyalty and belonging.

Just like how in Web2, a brand should collect a customer’s email or social media handle, in Web3, they should collect their wallet address, and use the wallet as a new surface area for continued relationship building.

As we curate more complete versions of ourselves both online and on-chain, wallets become part of our digital identities, and the blockchain can begin to realize its full potential as a social coordination tool. Wallets turn customers into brand ambassadors.