Campaigns
5 min read
Creators, not placements
Paying for a post buys one post. Paying a creator to use the product buys a story.
Pick users, not reach
The best creator for a wallet is someone who already moves money onchain on camera.
Brief the problem
Give creators the user's problem and let them show the fix in their own words.
Measure retention
Count the people still using the product a month later, not the views.
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.
