Brand
4 min read
Your brand is your roadmap, told well
In crypto, people buy what is coming next. A good brand makes the roadmap feel close.
Show the next step
Every page should make the next milestone concrete.
Keep a visual promise
One colour, one shape, one tone of voice, everywhere, for years.
Ship on time
No brand survives missed dates. Tell people what will ship and then ship it.
Keep reading
More from the journal.
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Launches
6 min read
Launch week is week six
Most launches fail in the five weeks before anyone is watching. Here is the runway we use.
Community
5 min read
Quests that keep users after the reward
Points programs bring people in. What keeps them is a reason to come back that is not the points.
Content
4 min read
The plain-English whitepaper
Your whitepaper is for engineers. Your users need a two-page version they can finish on a phone.
