The Crypto Storytelling Problem: Tales from Four Continents | S5 E38

Send us a textThe crypto industry has a storytelling problem. Despite its revolutionary potential, most crypto projects struggle to connect with mainstream audiences because they've created an insular world of jargon, acronyms, and narratives that actively exclude outsiders."I've been in a lot of different industries – social impact, investment, technology, healthcare – and I've never been in an industry where narrative mattered more than crypto," explains Stephany Zoo, Head of Ecosystem at Caladan and a veteran crypto marketer since 2014. Drawing from her experience across four continents, Stephany reveals how cultural contexts profoundly shape crypto adoption, from Vietnam's surprisingly high 30% adoption rate (driven by distrust in traditional financial products) to the interplay between regulatory environments in different regions.The disconnect between crypto projects and mainstream users runs deeper than many realize. While companies like Robinhood are successfully bringing their existing users into crypto, the reverse rarely happens. Crypto marketers have created barriers through excessive technical language and a focus on what makes crypto different rather than relatable. "So much of the storytelling we've seen recently positions crypto as this unique thing that's redoing or undoing what the financial world has done previously," Stephanie notes. "You can't have an entire industry that stands by itself."This marketing challenge extends to how founders approach growth. Too often, they chase vanity metrics – Twitter followers, conference appearances, impression counts – while neglecting the fundamentals of positioning, messaging, and conversion metrics that actually drive business. The result? Unsustainable hype cycles that quickly fade instead of building lasting value.For marketers navigating this space, Stephany offers practical wisdom: return to marketing basics like user segmentation and channel strategy, focus on clear messaging consistency across all platforms, and tell stories that connect crypto to everyday experiences rather than isolating it as something alien. As the industry matures and institutional adoption grows, communicating crypto's internal culture to the outside world responsibly becomes increasingly critical.Ready to build bridges instead of walls with your crypto marketing? Subscribe to Web3 CMO Stories for more insights from the frontlines of blockchain communication and community building.This episode was recorded through a Descript call on September 5, 2025. Read the blog article and show notes here: https://webdrie.net/the-crypto-storytelling-problem-tales-from-four-continents/

Send us a textThe marketing landscape is transforming rapidly, and leadership must evolve with it. That's the driving insight behind my exciting announcement today – my new book "The Future CMO" is almost ready to launch! After sharing keynote stages with Philip Kotler in Cairo and Dennis Yu in Portugal, I realized the message I've been developing over years was finally coming together in a powerful way.What started as a conversation with Mark Schaefer in July – "You're already doing the work, your book is halfway done" – has blossomed into a focused, actionable guide for modern marketing leaders. This isn't a lengthy theoretical tome; it's a sharp 90-minute read designed specifically for marketers, founders, and decision-makers navigating the complexities of AI, Web3, and the overwhelming technological noise we all face today."The Future CMO" explores how marketing leadership must evolve from strategist to integrator, from campaign thinker to system builder. I dive into critical themes of visibility, trust, and storytelling while making the case that tomorrow's most effective marketing leaders will guide their organizations not just with metrics, but with meaning. The e-book launches this September, followed by the paperback in October. If you'd like to be part of this journey – as an early reader, launch team member, or just someone who wants to grab the book when it's available, reach out to me via https://webdrie.net. The future of marketing starts with how we choose to show up, and I'd love for you to join me in exploring what that means for all of us.This episode was recorded via Descript on Sep 3, 2025. 

Send us a textDive into a revolutionary conversation with Kelwin Fernandes, co-founder and CEO of NILG AI, who shares a powerful vision for how artificial intelligence is fundamentally reshaping business strategy and entrepreneurship.Drawing from 15 years of AI expertise and his journey from deep research to successful entrepreneurship, Kelwin challenges conventional thinking about AI implementation. Rather than viewing AI as just another tool for automating tasks, he presents it as a catalyst for completely reimagining business models and decision-making processes."The most underestimated power of AI is reimagining a business model," Kelwin explains, painting a bold picture of a future where AI drives production costs toward zero, enabling radical new approaches to pricing and customer relationships. His provocative concept of consultants potentially paying clients for the opportunity to optimize their businesses illustrates just how dramatically AI could transform traditional business relationships.The conversation explores practical distinctions between superficial AI adoption driven by FOMO and strategic integration that transforms core business operations. You'll discover why focusing on decision-making rather than just automation yields the greatest business value, and how Kelwin's company applies the 10X Rule to marketing, achieving over 140 speaking events in a single year through strategic AI use.Perhaps most valuable is Kelwin's entrepreneurial wisdom: "First-time entrepreneurs focus on product, second-time entrepreneurs focus on distribution, third-time entrepreneurs focus on networking." This progression reveals why building both a strong personal brand and AI expertise creates powerful competitive advantages in today's business landscape.Whether you're an entrepreneur, marketer, or business leader interested in AI's transformative potential, this episode offers both strategic frameworks and practical examples for leveraging AI to create genuine business value. This episode was recorded through a Descript call on August 11, 2025. Read the blog article and show notes here: https://webdrie.net/reimagining-business-with-ai/

Send us a textThe wall between Web3 and mainstream gaming is finally crumbling, and Joana Barros is helping to tear it down brick by brick. As Marketing Director at My Neighbor Alice, she's spearheading a revolution in how blockchain games approach player onboarding – with remarkable results.Joana's journey to this role is fascinating. After managing the Xbox brand at Microsoft despite having no gaming background, she discovered how deeply passion drives the gaming industry. "You are working with how people spend their free time," she explains, "and that's a lot of passion." This insight would later inform her approach to Web3 gaming marketing after a surprising pivot into blockchain in late 2020.When faced with the challenge of reaching one million players for My Neighbor Alice, Joana recognized the fundamental problem: entry barriers. While the game had built a dedicated Web3-native community since winning Binance Project of the Year in 2021, that audience alone couldn't sustain growth. Her team implemented three critical changes: browser-based gameplay (no downloads), one-click play access, and most crucially, Web3Auth – allowing account creation with just an email, generating wallets invisibly in the background.The results speak for themselves – 100,000 accounts created in less than two months after their June 2023 launch. Their marketing approach carefully balanced dual audiences, using X (Twitter) to engage their crypto-savvy base while focusing platforms like Instagram and TikTok purely on gameplay experiences. Strategic partnerships with KOLs and gaming guilds, especially in receptive Asian markets, further amplified their reach.Joanna's vision extends beyond immediate growth. She believes the distinction between Web3 and traditional games will eventually disappear: "It doesn't matter if we're a Web3 game or Web2 or mobile if the experience is good enough." This philosophy – that technology should serve player experience, not define it – represents the future path for blockchain gaming's mainstream adoption.Ready to see how blockchain can enhance rather than complicate your gaming experience? Visit My Neighbor Alice today and discover a world where owning your digital assets feels as natural as playing the game itself.This episode was recorded through a Descript call on August 8, 2025. Read the blog article and show notes here: https://webdrie.net/crypto-who-making-web3-gaming-accessible-to-everyone/

Send us a textVikram R Singh takes us on a journey from his unexpected entrepreneurial beginnings to building Antier, a blockchain powerhouse with 700+ team members that has weathered multiple market cycles through unwavering vision and purpose.What draws someone to blockchain beyond the hype? For Vikram, it was the revelation that this technology could create trust and accountability within systems themselves, reducing intermediaries and putting control back in people's hands. This vision guided Antier through three bear markets while maintaining impressive growth, proving that sustainable success comes from solving real problems rather than chasing trends.Vikram shares powerful insights about India's position as a Web3 talent hub, needing only regulatory clarity and better storytelling to claim its place as the global Web3 capital. His perspective on the relationship between blockchain and AI is particularly enlightening—"Blockchain is trust, AI is intelligence"—positioning these technologies as complementary forces rather than competitors in our digital future.For founders and marketers, Vikram offers practical wisdom: focus on the problem you're solving, not your technology, ensure your narrative answers "why now, why you, and why should I care" and remember that people don't adopt technology, they adopt stories that reflect their needs. His Co-Pilot Program demonstrates how partnerships built on equal risk/reward and aligned energies can accelerate innovation in the Web3 space.Perhaps most surprising is Vikram's revelation about what truly transformed his business after years of perfecting delivery, sales, and management: it was marketing that ultimately enabled exponential growth. This lesson holds particular value during market downturns, when maintaining visibility can position companies for success when conditions improve.This episode was recorded through a Descript call on July 7, 2025. Read the blog article and show notes here: https://webdrie.net/from-accidental-entrepreneur-to-building-one-of-asias-leading-blockchain-firms/

Send us a textWhat if the best model for Web3 community building isn't found in crypto at all, but in places like Taylor Swift fandom or Buffalo Bills tailgates? This thought-provoking insight from Catherine Daly, CMO at Space and Time, challenges how we approach marketing in blockchain technology.Catherine takes us behind the scenes of marketing ZK-proven data infrastructure – perhaps one of the most technically complex offerings in the Web3 space. Rather than getting lost in technical jargon, she reveals her strategic approach to audience segmentation, explaining how the same technology solves fundamentally different problems for developers versus enterprise clients. This clarity of purpose allows Space and Time to communicate effectively across channels from crypto-native Twitter to enterprise-focused LinkedIn.The conversation turns refreshingly honest when discussing trust-building in an industry scarred by broken promises. "The simplest solution is really just to tell the truth," Catherine states, noting how their recent Microsoft Fabric integration generated massive attention precisely because it delivered on long-promised real-world utility rather than manufactured hype. This philosophy extends to her community-building approach, where she advocates focusing on shared values rather than financial incentives.For marketers entering Web3, Catherine offers practical wisdom gained from her journey: embrace being a generalist, don't fear looking back and cringing at past work (it means you're growing), and above all - be reliable. "If people know they can hand you work and it's going to get done well and in a timely manner, you're proving your value long before you have any real hard skills on paper."Whether you're marketing complex technology, building community, or exploring how AI tools like DreamSpace are democratizing blockchain development, this episode delivers actionable insights for navigating the evolving Web3 landscape with authenticity and purpose.This episode was recorded through a Descript call on July 29, 2025. Read the blog article and show notes here: https://webdrie.net/building-trust-in-web3-with-catherine-daly/

Send us a textWhat happens when artificial intelligence makes it increasingly simple to create thousands of fake identities? In the world of Web3, this isn't a theoretical question. It's a pressing challenge that threatens to undermine the fair distribution of resources and community governance.Yan Ketelers, CMO at Holonym (the foundation behind human.tech), joins us to discuss how the proliferation of bot activity and Sybil attacks is diluting value that should flow to actual humans. "A single entity can collect a thousand times the airdrop they should be entitled to get," Jan explains, highlighting how this pattern creates a system where honest participants find their rewards and voting power dramatically reduced.The conversation explores human.tech's innovative approach to solving this contradiction through zero-knowledge protocols. Their ecosystem—consisting of Human Passport (formerly Gitcoin Passport), the upcoming Human Wallet, and the Human Network backend infrastructure enables users to prove their humanity without compromising privacy. This technology has already proven valuable for projects like Story Protocol in ensuring airdrops reach genuine community members.Perhaps most exciting is human.tech's solution to one of crypto's persistent user experience problems: wallet recovery without seed phrases. By splitting keys across network nodes that can be reconstituted when needed, they eliminate a significant barrier to mainstream adoption. "We don't believe everyone should do self-custody and write down their seed phrase, then hide it somewhere in a field," Yan shares, outlining their vision for more accessible crypto ownership.Beyond crypto applications, human.tech's partnership with RefUnite is helping refugees establish digital identities and receive aid without requiring traditional identity documents. This practical application ensures humanitarian assistance reaches intended recipients rather than being diverted through intermediaries or fraudulent accounts.As AI continues to advance, the distinction between authentic and artificial identities grows increasingly blurred. Join us to discover how Human Tech is establishing a framework where individuals maintain control of their digital identities while still being able to prove their humanity when needed. Subscribe now and share your thoughts on the future of digital personhood!This episode was recorded through a Descript call on July 24, 2025. Read the blog article and show notes here: https://webdrie.net/fighting-bots-the-human-tech-revolution/

Send us a textThe cryptocurrency onboarding experience remains a critical bottleneck for mainstream adoption, with the entire Web3 ecosystem claiming just 370 million monthly active users compared to Meta's staggering 3.9 billion. How do we bridge this massive gap?Harshit Gangwar, Head of Marketing and Investor Relations at Transak, joins us to reveal how they've built the infrastructure powering crypto purchases for millions through MetaMask, Ledger, Uniswap, and 450+ other applications across 100+ countries. With $2 billion in processed volume and backing from consensus, Visa, and Mastercard, Transak offers unique insights into building trust at the intersection of decentralized and traditional finance."Finding the right messaging and understanding in the early stages that it's going to be different and accepting that as a fact is very much important," Harshit explains as he unpacks their dual communication strategy. Web3 natives and traditional financial institutions require completely different approaches – from platform selection (Twitter vs. LinkedIn) to messaging tone and compliance considerations across multiple regulatory jurisdictions.The conversation takes a fascinating turn as Harshit reveals how Transak is evolving beyond simple crypto purchases to enable stablecoin-powered remittances and cross-border payments. By building the necessary infrastructure – including licenses, banking partnerships, risk engines, and KYC systems – they're creating real-world utility that even traditional financial institutions are beginning to recognize.For Web3 marketers, Harshit leaves us with a powerful reminder: "Marketers need to take that role in their companies to understand what's happening in the industry and drive real change." The most effective marketing leaders in this space aren't just creating content – they're deeply understanding both the technology and customer needs to help shape product direction and business strategy.Join us for this enlightening conversation about building trust, navigating regulation, and creating the infrastructure that will help bring the next billion users into Web3.This episode was recorded through a Descript call on July 18, 2025. Read the blog article and show notes here: https://webdrie.net/how-transak-is-making-crypto-accessible-in-100-countries/

Send us a textFrancisco Quartin de Macedo shares his journey from sports betting at 14 to managing millions in crypto trading, and how his pursuit of meaning led him to create a purpose-driven hedge fund after achieving financial freedom.• Starting with sports betting at 14 years old provided financial independence and a different relationship with money• Questioning purpose after financial success led to deep work with psychologists and neuroscience exploration• Being neurodivergent (ADHD) provides hyper-focus capabilities but requires conscious management• Shifting from quantity to quality in relationships has paradoxically expanded his network more effectively• Leadership evolution from reactive impatience to strategic patience through self-awareness• Creating a hedge fund focused on using profits for positive change rather than luxury consumption• Finding Bitcoin investors share values of freedom and consciousness beyond just financial returns• Web3's problems stem from human nature, not the technology itself• Balancing ruthless execution with being present for his children remains his ongoing challengeConnect with Francisco on LinkedIn to learn more about his fund at NHD Capital. For an intimate gathering of founders, VCs and creators in Portugal, check out the Sintra Synergies retreat at www.sintrasynergies.com.This episode was recorded during a walk in Sintra on June 18, 2025. Read the blog article and show notes here: https://webdrie.net/money-meaning-and-mindfulness-redefining-success-in-crypto

Send us a textMoney shouldn't be your startup motivation: a profound truth that Violetta Chekan, VC and entrepreneur with over 13 years of early-stage investing experience, shares from the beginning of our conversation. "A startup doesn't have any money until the exit. Exit will happen like in five, ten years," she explains, highlighting why founders need deeper motivation to sustain them through the entrepreneurial journey.Having started in venture capital at just 19 years old and closing her first deals by 21, Violetta brings a unique dual perspective as both investor and former founder. This combination has shaped her approach to evaluating startups, where she prioritizes team qualities over even the most brilliant ideas. "I try to have much more empathy as well to the founders, because I understand the journey," she reflects, describing the founder-investor relationship as a "marriage" that demands careful selection and mutual trust.Throughout our conversation, Violetta reveals the green and red flags she watches for when meeting founders. Transparency tops her list of essentials, while she's immediately wary of those who claim numerous business connections but can't produce evidence. For blockchain ventures specifically, she differentiates between artificial hype and genuine traction, especially in B2B solutions where she focuses her investments. "You need to have either pilot contracts with companies, either existing agreements, either letter of intent for commercial adoption," she advises founders looking to prove real-world value.Perhaps most valuably, Violetta shares how her own podcast journey has transformed from overcoming her fear of public speaking to becoming a powerful learning tool through conversations with experienced entrepreneurs and investors. Her story exemplifies the continuous growth mindset she values in founders—the willingness to listen, adapt, and evolve that sets successful startups apart.Whether you're a founder seeking investment or an aspiring investor, this episode offers rare insights into startup evaluation from someone who's experienced both triumph and failure from multiple perspectives. This episode was recorded through a Descript call on June 19, 2025. Read the blog article and show notes here: https://webdrie.net/wisdom-from-a-young-vcs-journey/