Writing
2026-05-22·Crypto & BlockchainHow to market a Web3 wallet when trust is the entire product
In January 2025, Phantom raised $150 million at a $3 billion valuation. The Series C was co-led by Sequoia Capital and Paradigm. On its blog, the company announced its ambition: “to take on traditional finance and become the world’s biggest consumer finance platform.” That is a...
2026-05-22·Crypto & BlockchainHow to win the narrative when a competitor gets more press than you
A lot of projects look at the press coverage their competitor is getting and think the answer is more press releases. More pitches. More budget thrown at the same outlets. It is an understandable instinct: if someone else is getting attention, the intuitive fix is to buy more of...
2026-05-21·Crypto & BlockchainWhat is Web3 in 2026?
If you have not checked in on Web3 since 2021 you would probably not recognise it. The noise is quieter. The pitches are duller. And the people actually building are harder to distinguish from the people running institutions than they used to be. Web3 in 2026 is something...
2026-05-21·MarketingWhat is content marketing in 2026?
If you learned content marketing in 2019, most of what you know is still true and most of what you know is no longer sufficient. The fundamentals have not changed. The distribution layer has. Content marketing in 2026 is still the practice of creating and publishing material...
2026-05-21·Crypto & BlockchainHow to market a blockchain infrastructure product to developers
Infrastructure marketing has a specific dynamic that most go-to-market playbooks ignore: your user is also your distribution channel. A developer who adopts your RPC provider, rollup framework, or data indexing protocol is not just a customer. They are the person who decides...
2026-05-20·Crypto & BlockchainWhy your Discord has 10k members and no real engagement
It is 2pm on a Tuesday and I have just watched a community manager post a question in their general chat, wait three full minutes, and then paste it again in three more channels with pleading emojis. The server banner reads 11,423 members. The active online count reads 47. Three...
2026-05-19·Crypto & BlockchainHow to fix what ChatGPT says about your Web3 project in 2026
I watched a founder open ChatGPT on his phone and ask it to describe his own protocol. The thing he’d been building for eighteen months, the one with the mainnet launch, the audited contracts, the six-figure TVL. The AI did not know it existed. What it knew was a fork from 2023...
2026-05-18·Crypto & BlockchainHow to position an L2 when there are 50 other L2s
In September 2024, CoinDesk published an article with a headline that should have embarrassed every L2 marketing team. It read: “Coinbase Layer-2 Success Shows Power of Marketing Over Cutting-Edge Tech.” The thesis, reported by Ian Allison and Bradley Keoun , was that Base was...
2026-05-17·Crypto & BlockchainHow to market a Web3 project with no marketing team in 2026
I was on a call last week with a founder who had 100,000 Discord members, a token that had launched three months earlier, and roughly 37 people who seemed to care. He knew the numbers were bad. What he couldn’t figure out was why. His co-founder had spent six months building the...
2026-05-12·Crypto & BlockchainThe $2m protocol with the $20 website
I review Web3 websites for a living. The pattern is so consistent I could write a script for it. The startup has raised. Maybe $2m, maybe $20m. The product is real, the code is audited, the founding team is technical and capable. And then I open their website and it reads like a...