Writing
2026-06-02·Crypto & BlockchainWhat three years on a quiet chain teaches you about marketing
When I evaluate a protocol, I look for the structural gap: the thing the team cannot fix by working harder. For Liqwid , Cardano's leading lending and borrowing protocol with $240m in cumulative loan volume and 50% of the chain's stablecoin supply, that gap isn't technical. The...
2026-05-28·Crypto & BlockchainThe risk of being the only game in town: lessons from Kodiak on Berachain
If you run a DEX on a chain that controls 90% of the spot and perps volume, you would think you have won. Your market share is dominant. Your liquidity is the deepest on the network. Your TVL, even after the post-launch comedown, sits at $77.2 million. By any standard measure of...
2026-05-27·Crypto & BlockchainThe most undervalued marketing channel in DeFi? Open-source tooling
Every DeFi protocol has a marketing budget. Some of it goes to X ads that get scrolled past. Some goes to sponsored posts that get forgotten. And some goes to things like Galxe campaigns, quest platforms, and Discord bots. Very little of it goes where the developers actually...
2026-05-27·Crypto & BlockchainDelta-neutral yield is the hardest thing to market. Here’s why.
Most yield marketing is simple because the metric is simple. “Earn 45% APY on your stablecoins. Deposit now.” A number, a call to action, and the user knows exactly what they are getting. The product promises high returns, and the user decides whether the promise is credible...
2026-05-26·Crypto & BlockchainMarketing a Web3 project in a bear market (when budgets are cut)
The budget meeting arrives at the worst possible time. Token price is down 70%. The community is quieter than it was six months ago. Every department is being asked to justify its spend, and marketing is the easiest line item to cut because the impact is not immediate. Most Web3...
2026-05-25·Crypto & BlockchainWhat to actually post on crypto Twitter in 2026 (and what gets you ignored)
Crypto Twitter in 2026 is saturated. Half the accounts posting about your category are bots, and the other half are posting the same recycled threads you saw last week. The algorithm rewards specific behaviours and punishes others, and most projects treat X as a broadcast...
2026-05-24·Crypto & BlockchainWhat 'traction' looks like in Web3 marketing when you don't have token price to point to
If you are building a Web3 project without a live token, the question you keep hearing is: how do you prove traction ? Investors want numbers. Partners want usage data. The community wants evidence that something is happening. And without a token price to point to, most projects...
2026-05-23·Crypto & BlockchainThe questions to ask before hiring a Web3 PR agency
Most founders who hire a crypto PR agency do so because they need coverage and they do not know how to get it themselves. That is a legitimate reason. But the crypto PR category has a high concentration of agencies that oversell what they can deliver, blur the line between paid...
2026-05-22·Crypto & BlockchainWhat good looks like at 6 months for a Web3 content strategy
Sanctum powers a big share of Solana’s liquid staking infrastructure. Four of the top 10 liquid staking tokens by total SOL staked run on their protocol, including JupSOL and INF. Blockworks reported $5.9M in annualised revenue. Their partners include Bybit, Jupiter, Crypto.com,...
2026-05-22·Crypto & BlockchainHow to position against a bigger, better-funded Web3 competitor
Supabase could have positioned themselves as a modern backend platform for developers. They could have used buzzwords about speed and performance and developer experience, like every other infrastructure startup in the space. Instead, the top of their homepage said: “Open source...