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What The Blockchain Industry Can Learn From the Popularity of Artificial Intelligence

The A.I. industry’s approach to user adoption could prove instructive in the area of user friendliness

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In my third Fortune Crypto column, What Blockchain Can Learn from A.I., I contrast and compare how artificial intelligence burst onto the scene and is being adopted by end-users a lot faster than blockchain products have.

A primary reason is that A.I. has nailed the user experience, especially on a relative basis while blockchain products continue to miss their appeal to mainstream users.

A.I. refrained from overhyping itself prematurely, allowing ample time for development and refinement over the past decade, before it was ready for prime time. During that gestation period, developers dedicated themselves to fine-tuning the technology, tackling intricate challenges, and only now are we witnessing the true impact of A.I. on the average consumer.

In contrast, the blockchain industry continues to expose its tinkering to the public, resulting in a large gap between hype and reality. Several participants in that industry persist in promoting unproven products or exaggerated business models, exposing their experimental ventures to public scrutiny and inviting criticism or skepticism.

As a long-time blockchain enthusiast, this makes me incredibly jealous. I think A.I. can teach the blockchain a few lessons.

Here’s the link to the article (no paywall), A.I. exploded in popularity because it’s so easy to use. Here’s what blockchain developers can learn from that.

The Importance of Owning Your Narrative – Lessons from Carlos Ghosn

There’s a common expression in the marketing jargon – “owning your own narrative”.

Owning your narrative means that you make sure what is told about you matches the way you’d like it to be told, i.e. without distortions, mis-interpretations, half-truths or false perceptions. 

I was reminded of the importance of owning your own narrative, as I watched the press conference recently organized by Carlos Ghosn, after he was able to freely speak his mind and set the record straight pertaining to the circumstances surrounding his sudden arrest in Japan in late 2018. Carlos Ghosn’s press conference was a great example for how you can own (or his case re-gain) your narrative.

During the event that was organized by his PR team, and in the presence of 120 global media correspondents, Carlos Ghosn gradually started reclaiming ownership of his own narrative, and he did that like a pro. For him, it was an important first step in clearing his name and refuting the allegations behind his detention. Sadly, for the 14 months prior to January 8 2020, he was not able to communicate his own side of the story, whereas the Japanese media and prosecutors were allowed to control his narrative freely without checks.

From a process point of view, his staged counter-attack consisted of three parts:

  1. A solo presentation lasting one hour, where he laid out his facts; immediately followed by…
  2. An hour of Q&A with invited media, where he answered or rebutted claims disguised as questions; immediately followed by…
  3. Private 1:1 interviews with a handful of selected media from around the world, such as CNN, CNBC, France Inter, France24 and others. 

There are some lessons we can draw from the Ghosn process. 

Plan your event with your own rules. 

It is your message, so make sure it is “your” event. Plan it to your advantage. The location and agenda were chosen by Carlos Ghosn’s team.

Screen who you choose to communicate with

You can favor those that are fair with you, and you can avoid the media that you think doesn’t cover you objectively. 

In the case of Carlos Ghosn, his team screened the media that would be allowed into the room, and they declined those that were biased. 

That strategy clearly came to light during a Q&A interchange with one of the Japanese media as the person was “surprised that few Japanese media were here as others weren’t selected”. The person ended the question by “were you angry at them?” Ghosn responded “I have nothing against Japanese media, and I know many of them are outside, but frankly if you were selected, you were part of the few that were being objective while others were mouthpieces for the prosecutors. Introducing people that are relays to the prosecutors views in this room is not beneficial to me. I prefer to talk to those that can analyze the facts for themselves and can report accordingly. That doesn’t mean I’m running away from them. I will go and speak with them later. But you all have a responsibility to be factual, and I’m counting on you to carry the message.” 

There is a big and important lesson here. If you know that some media is biased against you, leave them alone initially. Work with the media who is friendly or at least neutral/unbiased and let their reporting rub off on the other ones.

Correct statements that are not true

Don’t let statements remain unanswered or un-rebutted. A couple of times during the Q&A, Carlos Ghosn objected to questions that seemed to be prefaced by a wrong assumption. Paraphrasing, he would say: “I’m sorry but you didn’t accurately understand what I was trying to say. What I was saying is …”

When you read something that’s not accurate about you, or when a development has a chance to take a negative turn, you need to come out early and refute it immediately. In the case of Carlos Ghosn, when reports came out that his wife masterminded his escape, he immediately came out and asserted that he acted alone in orchestrating his own escape, without any help from his family because he didn’t want to endanger them. Therefore, he distanced his family’s culpability from him. When he was summoned by the Lebanese judiciary in light of his Interpol warrant for his arrest, his lawyers immediately came out publicly saying that he was “very comfortable” with the judicial path in Lebanon, therefore removing negative doubts about this development.

Take-aways for Startups and New Projects

As the size of your audience grows, it becomes commensurably important to own and retain complete control of your narrative, and not be passive about it.

In the blockchain space, Ethereum gets critiqued for having lost control of the Ethereum narrative because when dissident voices banter around their own definitions (or limitations) of Ethereum, their claims often go unchecked. Unfortunately, the Ethereum Foundation has been notorious for not responding to attacks or media characterizations that aren’t so accurate, as they do not prioritize communicating their key messages to the public in non-technical terms.

Another example of company/project whose narrative has been somewhat taken away from them is Kik/Kin. Due to the pending SEC lawsuit and the ensuing media attention it has received, Kin’s own narrative has been weakened. Every positive discussion about their amazing progress ends-up being muddied by the story of the SEC’s cloud hanging over their head.

Luckily, for both of the above examples, the organizations are aware of the situation, and there is ongoing work to regain ownership of their narrative. I am involved with both cases in helping them, via my active/leading role in the newly formed Ethereum Marketing DAO (for Ethereum), and via my board position on the Kin Foundation (for Kin). Stay tuned on both fronts.

How do you own control of your narrative and why is it so important? 

It is counter-productive to not own control your narrative, because you have to work extra hard to regain it, after you’ve lost it.

The best way to keep owning your narrative is not let it slip away from you. But sometimes, things go wrong (SEC lawsuit for Kik), or you face a crisis (Carlos Ghosn was arrested), and your narrative slips away, because the “bad” story takes over the “good” story. 

Of course, Carlos Ghosn had the advantage of being well known. Given his many existing media relationships and high profile case, he could command immediate global attention, which isn’t as easy for others.

To regain or claim your narrative, you need to carefully craft your messages, paint a credible story and regularly chip away at narrating it and communicating them relentlessly, while rebutting inaccurate characterizations as soon as they arise. (I have written extensively about Messaging and Positioning).

When you are successful, others will write about you, and your stories start to reverberate throughout the world, directly via media coverage, and indirectly via social media amplification.

Owning your narrative is not just storytelling. It’s telling the whole thing: how you want to be perceived, and how you expect others to play back your position and messages in the most accurate and beneficial manner possible. 

When someone (or events) steal your narrative from you, you want to bring it back as soon as you possibly can, and you need to do it professionally and methodically, just like Carlos Ghosn is doing.


On The Decision to Hire a PR Agency vs. Pitching the Media Internally

One dilemma that startups and early stage companies/projects face is whether to hire a PR agency or to conduct media relations in-house. 

The starting point assumption is that PR agencies are the conduits to getting stories published about what you are doing, because they already have the “relationships” with the media writers and editors. 

So, the conventional wisdom calls for companies to go looking for a PR agency with budgets in the range of 10-25K per month to start with. Sometimes, the impetus to hire a PR agency is because you’re thinking “I don’t have time to do PR, so why not off-load it externally.” But that’s not always the best decision path.

I’m a proponent of doing your own marketing in-house. Instead of rushing to hire a PR agency, consider hiring a person with media experience and paying them a fraction of what your media relations budget might have been. 

There are several reasons why the in-house approach might yield better results, especially for the long term. 

Your internal person will be expert on your products/services and they are always updated on developments. With a PR agency, not only do you need to bring them up to speed initially (sometimes at great length), but you need to continuously keep them updated. 

It’s so easy to reach editors and writers via their online profiles and what they have previously written. Reaching them is not the exclusive purview of PR agencies.

PR agency staff changes. If someone leaves, your “expert” is no longer there, and you will need to re-train someone else. Plus, the person who sold you the engagement is not typically part of the team that delivers the services for you. Sometimes, your team is a surprise you get later, and there will always be junior people on that team that don’t always pull their weight in, but you are paying for their time.

More importantly, the key component that is often missed is that you may not have a good messaging strategy as a starting point. Your PR efforts can only be as good as your messages are.

Although most PR agencies will tell you they will work with you on developing a messaging strategy, most of them do a poor and rushed job on it, because they aren’t really subject matter experts on your product/service, and brand strategy is not their expertise. They would rather pitch your story, and move on.

Often, the frustrations from not being able to get your stories published pushes you to hire a PR agency. But the real reason is that your messages are not good enough, unique, engaging or they don’t matter much to the market! 

Don’t put the cart before horse. You need to first have a formal and detailed messaging strategy (with a messaging hierarchy), out of which various pitching angles can come from. If you have a budget to spare, spend it rather on hiring a brand strategy firm (such as Brandsinger), and they will turn your messages into powerful weapons of attention.

Many startups / early projects (including blockchain ones) don’t have a formal messaging architecture matrix. They don’t think it’s important, so they either wing it or they rely on a PR agency to craft some mediocre messages for them.

If you don’t “own” your messages, you won’t be able to develop the necessary pitches you will need in order to attract the media’s attention. Pitching takes time. That’s why companies hire PR agencies to pitch on their behalf, but keep in mind that you are one of several other clients that a given agency will be pitching sometimes to the same editor. How can you be sure that your pitch is delivered in the most effective manner? An in-house person works only for you. They have a single interest in mind, and they are committed to being consistent across the board. 

So, here are the key components to think about when devising your media outreach strategy:

  1. Develop a comprehensive Messaging Matrix that includes the right Positioning for your Brand and the back-up proof points about your products and services (I have written extensively about that topic, this is a good starting point to 12 posts on it, Startup Marketing Compendium of 12 Posts on Positioning, Branding, Messaging and more)
  2. Hire a Brand Strategy firm, before you hire a PR agency
  3. Hire an internal marketing outreach person, before you hire a PR agency
  4. Work on your pitch angles on a weekly basis, and don’t pitch the exact same thing broadly to all your media contacts. Customize your pitch so it fits within their interests, or don’t pitch to them at all if there is not fit. 

Media relations takes a lot of orchestration, co-ordination and timing. Make it a core competency. Don’t outsource such a critical aspect of your marketing.


Critical Thoughts on Ethereum's Unbundling, Stack and Marketing

What if the Ethereum Foundation kicked-up a notch their marketing?

That is a question that I and many others have wondered about. 

That said, the urgency in closing that gap is compensated for, because Ethereum’s marketing is not just about centrally orchestrated marketing communications. It’s because the vastly decentralized Ethereum ecosystem is doing its own marketing via the thousands of widely distributed contributing entities. That largely compensates for a lack of strong marketing communications from the Ethereum Foundation.

The Ethereum Foundation could have done a better job earlier in its life. But they haven’t, and that’s water under the bridge. They didn’t know how to do that because their DNA is technical and decentralization-focused. They’ve always wanted to do the minimum required from a central entity. They never considered themselves to be the center of the ecosystem (although it was its very spark), but rather its catalyst. With that in mind, they didn’t appreciate the value of centrally orchestrating communications at the professional level (despite my repeated recommendations they do so when I was advising them). They also never understood that you need to also communicate in non-technical terms to a non-technical audience about Ethereum. Instead, they kept focusing on serving the needs of developers, and letting the rest take care of itself. 

On the positive side, that technical focus resulted in an incredible ground-swell of support from developers around the world, culminating very quickly in Ethereum becoming the largest single blockchain community, by orders of magnitude larger than the next one. The size and vibrancy of Ethereum meetups and hackathons around the world is the envy of other blockchain projects.

On the flip side, this has also resulted in Ethereum being the subject of unrebutted public attacks from competitors, detractors, and other actors, each with a variety of motives. When you are the leader, you will be attacked. There is no way to escape that reality. The #2, #3 players and other contenders have to try harder, and they need to exploit a certain weakness that the market leader has. 

Many other chains that came after Ethereum were me-too chains. They typically emerged by anchoring themselves on a perceived Ethereum technical weakness (e.g. speed, consensus method, governance or other). To enter the market, they have to centrally orchestrate, over-communicate, push and shove their way into the market, pound their chests, and shout from the rooftops and on social media. 

And there are scores of Ethereum detractors who propagate fear, uncertainty and doubt, perhaps because they are more vested in other platforms, so they start to say negative things about Ethereum. EOS, TRON and Tezos and/or their supporters routinely take shots at Ethereum, directly or indirectly. 

Let’s take this article titled “The Unbundling of Ethereum” where the author goes to great lengths positing a (weak) theory that Ethereum pieces are being unbundled, resulting in a weakened core and increased competition.

The irony of this headline is that the unbundling of Ethereum is actually a feature, not a bug, and it is benefiting Ethereum more than harming it. The facts are that Ethereum is becoming more modular and open, with interoperable pieces adding to it at a variety of layers around and above its core. As a result, Ethereum is growing and scaling via a layered approach, independent of its core. In essence, Ethereum is becoming modular, and that is a more accurate depiction than to say that it has become unbundled. 

The double irony of this situation is that- the same author of the above article, after implying that Ethereum is losing ground, has recently invested in a startup (dfuse) that originally was developing for EOS, and now they are adding Ethereum because they have to. What goes around, comes around.

As it turns out, Ethereum’s ace is its Stack. The Ethereum Stack is potentially its biggest feature, and a primary reason for its continued growth and adoption that continues to dwarf that of other platforms, due to its diversity and richness. The Ethereum Stack is the collection of tools, technologies and capabilities choices that blockchain developers first dive into. It is not as rigid as other more mature technology stacks, but it is there and offers good choices, not being too simple nor overly complicated either.

The reality is that the Ethereum market lead is real. Much of the blockchain technology innovation starts on it and grows with it. Ethereum dominates DeFi for example. And they still dominate the smart contracts market, although it is not really a market of its own. Some Ethereum competitors are trying to re-define the playing field by saying that the battle is one of “smart contract platforms”, in essence pushing down the importance of the entire stack and the inherent Layer 1 infrastructures, but this is not just a battle for better smart contracts.

Five years into its ICO launch, Ethereum has garnered a panoply of achievements. Its decentralized teams of developers have settled into a regular cadence of progress, despite the many inherent inefficiencies they get often criticized for. While many other chains are barely launching, Ethereum is rather focused on improving itself via Eth 2.0, and has more than 5 years of experience under its belt. Ethereum Research is a good reference point for the leading edge work that is taking place, and what they publish gets followed by the rest of the industry. 

Conventional wisdom tells us that poorly marketed great technology can easily lose against better marketed, but “good enough” technology. But Ethereum is more than just a piece of technology. It’s an entire movement of passionate and committed developers and believers that are like a powerful army that is marching on, and benefiting from the proverbial rolling ball effect.

In part due to its lack of strong central marketing (and in part due to the extreme decentralization of activities around Ethereum), it is challenging to discover all the activity related to it. Week in Ethereum News and ConsenSys Signal are the best weekly sources that aggregate what is actually happening in and around Ethereum. Even their editors have an increasingly challenging task of collating all this information. If Ethereum only knew what Ethereum knows! 

So, how do you attack something that is so decentralized? It’s not so easy, because you need multiple attack points, by the thousands. I’m not talking about technical attacks, but marketing ones. The multiple nodes redundancy that is inherent to the Ethereum infrastructure network has a parallel in marketing attack redundancy. So, what if you claimed that Ethereum is not good at something or that it had a weakness? There are 2,000+ other companies around it that are doing a variety of work that strengthens Ethereum, and they are each marketing their way into the world, directly or indirectly. It is becoming more and more difficult to attack the whole Ethereum ecosystem because it has become antifragile on its own. Therefore, Ethereum’s strength is not its center, nor its Foundation. It is its network, technically and people-wise.

Ethereum has become the reference backbone for decentralized applications, just as Bitcoin is the backbone reserve cryptocurrency. Polkadot’s and Cosmos/Tendermint’s success will depend and piggy-back on Ethereum’s growth and footprint. Perhaps second to Bitcoin, Ethereum is also the most used forked private/enterprise chain (not counting Hyperledger which is more like a blockchain-as-a-service), and its sidechain options are expanding and growing (e.g. Loom Network or POA Network). If anyone is going to figure out the next workable DAO, it will likely be on Ethereum. And Ethereum doesn’t fall short on the currency front. From a liquidity and availability perspectives, ETH is second to Bitcoin in utility and usage, and you will not be faulted for accepting ETH as a form of B2B payment in financial deals for large ticket transactions.

Do I wish that the Ethereum Foundation would improve their marketing communications? Of course, I do. But sadly, I don’t believe they can, therefore they won’t, and we should move on with that fantasy.

Does it pain me to see repeated attacks on Ethereum going unchecked and un-rebutted? Of course it does.

In my opinion, the Ethereum Foundation should rebut every stupid article or wannabe pundit that comes out saying inaccurate things about Ethereum, and they should keep talking about Ethereum’s strengths in a non technical language, i.e. speak to the market of non-developers influencers out there. 

Unfortunately, the Ethereum Foundation’s obliviousness to criticism have sent people to hedge their bets against Ethereum’s potential failure, by supporting other types of projects. 

Yes, the Ethereum Foundation can do better, and sometimes it appears to be dysfunctional, or not transparent enough. We should stop thinking it is fixable. In my opinion, the Ethereum Foundation we have is the one we will get for the foreseeable future. 

Look at how the Ethereum Foundation runs its flagship conference, DevCon, now in its 5th edition. DevCon doesn’t open with a glittering show, like the Apple-copied event that EOS did in Washington, D.C. when they launched a Facebook-copy social media app. DevCon is as raw as it gets to reality: it is a reflection of the Ethereum ecosystem. The organizers don’t go out of their way to give you polished or glitzy stage shows. The participants in the Ethereum ecosystem are hard at work, with their noses to the grindstone. They proceed without undue fanfare, and they are self-indoctrinated believers. 

Ethereum is blowing it from a marketing perspective, and to some extent their project management, work coordination and priorities are not always popular. That’s ok, because the market is more than compensating for it. 

When I first became involved in crypto almost 6 years ago, I started by studying Bitcoin (prior to Ethereum’s ascent), and one of my first blog posts was titled: “Bitcoin is Messy. Let’s Fix it”.

The process of blockchain related decentralization and its nemesis Ethereum are messy. We have no choice but to embrace it, with an old cliche: Bless This Mess


Marketing Strategies and Practices for Blockchain Projects and Startups

If you are a blockchain startup, open source project or decentralized protocol and believe that you don’t need the right kind of marketing to succeed, think again.

“Marketing” has traditionally been a weakness in the early lives of many tech startups for a variety of reasons. Most startups are often led by young or inexperienced CEOs or project leaders who come from a strong engineering or product mindset. These founders either don’t understand or don’t appreciate the value of marketing, and certainly that comes from a lack of experience or education on the subject. Most blockchain companies/projects founders are no different.

At the root of this situation lies a common and fundamental misconception: not knowing the true meaning and functions of marketing.

Marketing Mistakes

Wrongfully, marketing is prematurely equated to shouting about a product prior to having it ready for the market to try. Others think that marketing is about hiring a PR firm, polishing a website, publishing a blog post, promoting on social media, designing a great logo with new colors and fonts, or producing videos about your product.

Unfortunately, during the ICO frenzy days, the term marketing has been bastardized around excessive usage of the above named activities. Therefore, marketing has received a bad rap in blockchain circles because it has been equated to pumping bad ICOs where the marketing consisted of purely unchecked promotion.  

In the past few months, I have had several conversations with founders of blockchain related projects and companies who clearly didn’t seem to understand, let alone appreciate the value and priority they should be giving to doing a better job at marketing. When I challenged them on their marketing, or broached the topic, the responses ranged along the following flavors:

  • We’re not ready for marketing until the next product is released and announced
  • We have it in the budget for next year to hire a PR firm
  • I’ve been doing videos that will air as advertising later
  • We prefer to deliver first, and then talk about what we have done
  • Marketing is expensive and we don’t have the budget now
  • We hired a design firm and redoing our website with a new visual identity
  • We don’t need marketing, we focus on our community on Reddit

All of the above are the wrong answers, and point to not understanding the various parts of marketing.

Marketing is a Process

So let’s start with the basics and further discuss what marketing is, or is not about. First, there are 3 parts to marketing:

  • Product marketing – explaining what the product does (features/benefits), and how it is differentiated from others.  Goal: Positioning the product.
  • Corporate marketing – positioning the company and communicating its messages in a variety of means. Branding and Marketing Communications is a big part of it. Goal: Generate Awareness and Preference.
  • Customer marketing (sometimes labelled as field marketing, direct marketing or content marketing) – getting in front of your target market to generate adoption, leads and sales. Goal: Generate Adoption and Loyalty.

The kind of marketing that is often deficient in blockchain companies or projects is Marketing Communications, i.e. how to strongly and clearly message in a few words what your project, company or product do for the user/customer. But this must be done as a continuum. Messaging is not a single shot of sound bites around a launch event. To make it even more effective, it must be customized to the specific audience you are trying to reach: customers, investors, employees, media, influencers, partners, etc.

The process of creating the messaging is a complex exercise that has several layers designed to answering the WHY, WHAT and HOW of your value proposition. Many companies nail the WHY (Elevator pitch), but don’t follow through with the WHAT (Competitive positioning and Core value proposition), or the HOW (Product/Solution messaging and Technology differentiation).

Marketing is a process that evolves along a series of objectives, from Awareness, to Consideration, to Trials, and then Loyalty. Different tools are effective for each one of these steps. For example, thought leadership focuses on the awareness aspect and trying to shape the market by educating it. The brand leadership helps to influence the prospect’s perception towards you. You want to gradually progress from letting your target market care, understand, believe, then act to try your product.

Brand Strategy First

Here is the right order of progression for the following activities:

  1. Brand Strategy
  2. Positioning Statement
  3. Messaging Elements
  4. Visual Identity

Sadly, a common mistake I see is starting with the visual identity and thinking that it is branding. Often, that is the result of being led by an inexperienced CMO or one that came from the PR/Communications side, or when the organization has hired a brand design firm instead of a brand strategy firm. Most brand design houses (and some PR companies) will tell you they will take care of your messaging and branding, but that is the tail wagging the dog. Brand strategy takes a very unique skill, and there are few brand strategy experts that do a great job with it. One brand strategy firm with whom I have had experience working with, is Brandsinger.

In a nutshell, if you are not occupying a position in the minds of users/customers (and the prospective market), then your brand value is zero. Someone else will come and articulate their value proposition better than you, and will subsequently occupy that position. If you are first to deliver a product, it may not matter. You need to be first in occupying that specific position in the minds of your target market. The battle is a battle of the minds, as rightfully spelled out in the seminal book on that topic Positioning: The Battle For Your Mind, a classic book that I have perhaps read over 20 times (over a course of 25 years), and almost memorized and put into practice accordingly. The sequel to that book, – Marketing Warfare, is also a must read marketing classic from the legendary Ries and Trout, the two authors of that series of work.

Blockchain Examples

Let’s give it some blockchain and cryptocurrency flavours.

Bitcoin occupied first the digital money position and still does to this point. Ethereum exploited a weakness in Bitcoin,- its ease of programmability and development platform potential, and it currently owns that position. All other (newer) blockchains have to attack Bitcoin or Ethereum as the reference points. Most of them have to raise the volume and intensity of their marketing in order to make an assault on these established leaders. It is always more expensive to attack than it is to defend a position.

ZCash and Monero have exploited the privacy niche. Coinbase occupies the safety ladder in cryptocurrency exchanges. Binance is trying to attack it with a me-too strategy focused on scale, and they are extending their brand with new services. LoomX has been good at becoming a Layer 2 leader for Ethereum. Take any other segment. For example, when you think file storage, you probably think Storj or Filecoin because that’s the position they are occupying. When you think prediction markets, you probably think of Augur or Gnosis. And when you think of stablecoins, Maker comes to mind.

Back to Basics

For those of you who know me from the blockchain market only (over the past 6 years roughly), you may not know that I’ve previously spent a long career in sales and marketing with a variety of positions and experiences in direct sales, field marketing, corporate marketing and several startups as founder and default chief marketer. More specifically, since I exited the operational world via my last startup in April 2013, I’ve written extensively about startup marketing in the early years of this blog. All of it still applies, as I focused on explaining the basics of market positioning, marketing strategy, messaging, brand strategy, and related marketing topics.

There is no point re-inventing marketing for the blockchain sector. So, I’m going to link to some basics that I’ve already written about. Here, I collected the 12 most pertinent blog posts into a single one that links to them: Startup Marketing Compendium of 12 Posts on Positioning, Branding, Messaging and more. Then I wrote one more, The Biggest Blind Spot of a Startup CEO is Ignoring Their Brand.

So please go read that series, and if you need help implementing some of that, don’t start by hiring a PR agency. Rather, take an introspective view, and hire the right marketing person first.

Another common weakness with blockchain companies is they fail to tell their stories in non-technical terms to the market. It is not enough to excite the developers.

And don’t just focus entirely on social media publishing. Unless you have 1 Million+ Twitter followers in your target audience, promoting on social media will only make a dent in your awareness goals.

Remember, marketing is not just writing a press release. It is not shouting from the rooftops. It takes finesse, planning, thought, accuracy, targeted actions, and iterations to get it right.

And timing is so important. Sometimes the marketing is way ahead of delivery, and sometimes it is way behind it, but when the timing and sequence are right, that’s when the magic of results happens.

Allow me repeat this: marketing is a process. Learn it, acquire experience in it, practice it, but don’t be amateurish about it.


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