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.

Checking AI's CRM recommendations against three buyer briefs

Research · Strategy

I set out to count how many of the CRMs an AI assistant recommends would suit the person asking, going by the vendors' own pages. I stopped before the comparison. What it took to verify one product is what I'm left with.

Launching vaults that compliance teams could sign off

Strategy · Web3

How we took segregated DeFi vaults to institutions at a MiCA-authorised firm: building awareness before the product, positioning beyond headline yield, the Vault Summit Cannes launch, press and search, and a compliance process that shortens review.

The Old Playbooks Still Work. They Just Don't Look the Same.

Strategy · Content

Marketing frameworks got absorbed into how good teams actually operate. The ones who abandoned structure got lost rather than more agile.

What Traditional Brands Get Wrong About Web3

Strategy · Web3 · NFTs

Web2 brands entering Web3 apply their existing playbook: broadcast campaigns, paid media, influencer deals. Then they wonder why crypto-native audiences ignore them.

The Web3 Marketing Audit Nobody Wants to Do

Strategy · Web3

Most Web3 projects have never audited their marketing. They're running campaigns on assumptions from six months ago and wondering why nothing's working.

The Problems With Web3 Marketing Agencies

Strategy · Web3

Most Web3 agencies sell deliverables, not outcomes. The incentive structure rewards activity over results. Founders deserve to know what they're actually buying.

Content Marketing in Crypto Is Mostly Noise

Content · Web3

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.

What is Web3?

A comprehensive guide to understanding Web3, how it differs from our current internet, and why it's gaining momentum across industries.