Writing
What I actually think about this industry.
Longer arguments about marketing in crypto — how the work gets structured, why frameworks didn’t die, what an audit is actually for, and what traditional brands keep getting wrong. All of it first-hand, none of it ghostwritten.
Jan 2026
The Old Playbooks Still Work. They Just Don't Look the Same.
Marketing frameworks didn't die. They got absorbed into how good teams actually operate. The ones who abandoned structure didn't get more agile. They got lost.
ReadJan 2026
What Traditional Brands Get Wrong About Web3
Web2 brands entering Web3 apply their existing playbook — broadcast campaigns, paid media, influencer deals. Then they wonder why crypto-native audiences ignore them.
ReadAug 2025
The Web3 Marketing Audit Nobody Wants to Do
Most Web3 projects have never audited their marketing. They're running campaigns on assumptions from six months ago and wondering why nothing's working.
ReadJul 2025
The Problems With Web3 Marketing Agencies
Most Web3 agencies sell deliverables, not outcomes. The incentive structure rewards activity over results. Founders deserve to know what they're actually buying.
ReadMar 2025
Content Marketing in Crypto Is Mostly Noise
The Web3 content landscape is full of explainers nobody reads, threads nobody remembers, and blog posts that exist to fill a calendar. It doesn't have to be this way.
ReadMay 2024
What is Web3?
A comprehensive guide to understanding Web3, how it differs from our current internet, and why it's gaining momentum across industries.
Read