every marketer i meet has the same broken goals: - "10k followers by end of Q3" - "1M impressions this month" - "5x our engagement rate" you guessed it: these should not be called "goals". they're vanity metrics dressed up as strategy. so, instead of setting targets, pivot to setting constraints. a) instead of: "10k followers by end of Q3" try: "only post about protocols i've actually used" (or at least test them before you create content about them) b) instead of: "post 3x daily" try: "spend max 1 hour/day mindlessly scrolling" c) instead of: "boost engagement by 50%" try: "reply only when i have something valuable to add" what you'll see: constraints force creativity. when you honor them, you create more value. bc authenticity scales. desperation doesn't.

tech used to be the differentiating factor. then everyone got fast/secure/cheap. design used to set you apart. then figma/framer templates and vibe coding tools got really good. features used to matter more. then every product started copying each other. we have 100+ L2s now 1000+ DEXs 1000+ stablecoins most of them work fine. some are slightly faster, some have slightly better UI, some have one extra feature. but... none of that really matters anymore. what matters is distribution. and distribution doesn't come from your tech stack or your design system. it comes from showing up consistently and thinking creatively about how you reach people (and experimenting!!) so, the best product doesn't win anymore. it's only the product people actually hear about that will win. over and over again.

crazy that in 2025: - you can get crypto without gas fees - bridge between chains in 2 seconds - create a wallet with your google login - let an AI agent execute trades for you - mint an NFT for less than a cent - get paid for your attention and data and you still can't get a gf

my blood boils every time i hear about projects spending $10k per KOL > the ROI is terrible > everyone knows it > but they keep doing it anyway and now with infofi and ai-slop flooding timelines, actual insights are almost impossible to find. ppl can now smell paid content from a mile away. they will scroll past it - and this will only get worse and worse as time goes on. alternative: organic content from someone who genuinely uses and loves your product: > will convert new users > will lead to community building > creates believers who bring their friends my dream for 2026 is that we all stop throwing money at follower counts and start investing in making something people actually want to talk about instead < 3

yes there are many ways to generate mindshare. but you know what matters way more? mindshare in people's actual lives. not just on CT. example: there's not a single day i don't think about @ether_fi cash now. i wake up thinking about how nice it is to tap my phone for coffee with crypto. i end my day checking how my cashback is growing. every time i double tap for apple pay, i feel weirdly liberated that i'm just spending my crypto like normal money. this is what building a great product with real value does. it lives in your users' daily routine (and not just their twitter feeds) i hope more projects start thinking about mindshare this way

appreciate everyone who checked in with me during my little disappearing arc took some time off from twitter to celebrate bday and reflect on the entire year creativity tank is full again let's go < 3

if you're at devcon, this is your sign > find your next victim > complete the test at cryptopuritytest.org > share your score below

yesterday was a bad day. i spilled 1 liter of olive oil on my kitchen floor (rip). it splattered everywhere. i was sick and close to punching a wall. but instead, i thought about what it can teach me about B2B marketing: > cleanup takes 10x longer than prevention = one wrong campaign can take months to recover from > when you make a mess, ppl will notice = just like bad marketing - it can spread fast and can stick around for a long time > my cat walked through it and tracked it to the bedroom = this is basically how viral marketing works (the cat is micro-influencers) anyway, 1 hour and 47 paper towels later, the indoor ice rink is gone never give up.

the best content ideas come from doing, not thinking you won't brainstorm your way to viral you won't research your way to relatability you won't plan your way to authenticity start creating badly. the good ideas will reveal themselves in the process.

i have trust issues but i work in crypto: > i've been rugged by Luna/UST (also my mum's savings) > i withdrew from USDX exactly 7 days before the depeg (witch gut feeling) > liquidated many times due to my own stupidity so i know that once you're hurt, it takes time to trust again. and the process is not linear. with money, with relationships, with life. but we'll get there one day, and we'll onbaord newbies to crypto to safe systems and it'll be done by being transparent every step of the way.

an idea is an idea until it isn't

yes, your content strategy is too broad "i write about marketing" = you write about nothing pick one problem: > how to write hooks that stop the scroll > how to turn followers into customers > how to repurpose content without looking lazy then solve ONLY that problem for 3 months straight. boring? yes (i'm sorry). effective? 1000% yesssss

i will not post thirst traps to gain followers i will not post thirst traps to gain followers i will not post thirst traps to gain followers i will not post thirst traps to gain followers i will not post thirst traps to gain followers but i hope cat pics are okay?