on crypto marketing

The author argues that self-confidence and authenticity matter most in crypto marketing, and that the common attention, community, hype, token playbook no longer works across the board. The piece says the playbook fails partly because marketing to everyone means marketing to no one, and because projects that lack confidence chase a formula instead of thinking deeply about their users. It cites ETH, which remains the second-largest token by market cap despite mixed views on its marketing, as having built its strategy around research and credibility from day one. It also argues that building in public means honest updates on progress, not a Discord server, and that attracting the wrong people is worse than attracting nobody.