Original author:milian
Original translation: TechFlow
The truth is simple: the best idea doesn’t always win – getting noticed is what counts.
Projects succeed or fail based on whether they are engaging, inspiring, and memorable. Ultimately, success depends not only on innovation, but also on the story and communication. Polymarket was not the first crypto prediction market; Augur launched in 2015. Uniswap was not the first decentralized exchange; EtherDelta did it in 2017. What about OpenSea? RareBits was first to market in 2018. The point is clear: first-mover advantage is important, but not decisive. Execution, storytelling, and timing are the real key. Of course, excellent user experience is also indispensable. This article explores how to promote the survival and development of crypto projects through marketing, not just technology. I will combine my own insights and experience to analyze founder-led marketing, team-driven strategies, the cultural dynamics of Generation Z, and the influence of memeology to explore how projects can stand out in a highly competitive environment.
Founder-led marketing
We all know this by now. In this space, the founder’s voice often defines the image of the project. Leaders like Vitalik, Anatoly, Mert, Keone, and CZ are masters of this. The founder’s ability to clearly articulate a vision, authentically engage with the community, and tell a compelling story is often more important than a strong technical foundation.
Why? Because human connection is key. Audiences are more likely to be moved by authentic expressions than by carefully packaged propaganda. A relatable, charismatic founder can turn an idea into a movement and turn followers into loyal supporters. People don’t follow a logo, they follow the person behind it.
It’s not just about technical expertise, it’s about humanity. Founders who create an emotional connection with their audience by sharing insights, ideas, and everyday life become the heart of the project. They are not only leaders, but also storytellers.
Team-driven driving force
While the founders set the tone, the team’s role is to amplify and spread that message. Engaged team members can provide new perspectives and make the value of the project easier to understand. Teams that encourage creativity and open discussion are more likely to attract and retain users.
Lately, I've noticed that the @OmniFDN and @EclipseFND teams are doing an amazing job of this. They engage crypto builders by sharing insightful educational content about marketing and business development. They also expand their reach by publishing thought-provoking content that resonates with the broader crypto community. Special thanks to @0x Matt 1, @grahamfergs, and @akachacolate for their amazing work.
Diversity in your team can have a multiplier effect by connecting different communities and reaching new audiences. For example, while the Milady and Pudgy Penguins communities are very different culturally, a good team can connect these separate groups and drive growth and engagement.
I’ve noticed that many team members only tweet about how awesome their project is. While there’s nothing wrong with that, it can limit their reach. To increase reach and attract more attention, try diversifying your content. Share insightful, educational, or entertaining content to appeal to a wider audience, not just the specific area of your project. Discuss industry trends, share personal insights, or explore non-work-related topics to keep your content dynamic and engaging. Use X Analytics to find out what content resonates most with your audience and further enhance it.
Be the protagonist of your unique story. As your audience grows and their interest in your content grows, they will naturally become curious about the projects you are building.
A protagonist is defined not by the importance of their role, but by the difference they make. What resonates most is the impact you create and the journey you share.
The Gen Z Perspective
A tribute to Milady, 21 e 8, Urbit, Kinode and other mysterious things
Let's talk about Generation Z - aka my generation. We are the emerging force in crypto, and we have our own set of rules. For us, authenticity, humor, and relevance are more important than traditional corporate pitches. Slick, serious marketing doesn't work; we value fresh memes, unique branding, and transparent, direct communication. If you want to grab our attention, you have to speak in a language we're familiar with.
We easily recognize inauthentic representations and cannot tolerate boring or outdated content. Brands that dare to use humor, bold narratives, and open interactions tend to be more successful. It’s not about striving for perfection, it’s about striving for relatability. Make us laugh or resonate with our culture, and you’ll stand out.
We've been through a lot, growing up in meme culture. We know what creative content is. To stay relevant, projects need to understand what we like: the visuals of movies, the music we listen to, the memes we laugh at, the emojis we use. To connect with us, stay on the cutting edge of culture.
We all appreciate Teamspeak's efforts in this regard... you know.
Don’t think you can take shortcuts. If you rely on tools like ChatGPT to communicate with Gen Z, you’ll end up falling behind. A poorly made meme can embarrass us and potentially alienate us.
At the heart of Gen Z’s language lies memeology, which is key to connecting with this digitally native generation.
Memeology: The Language of Generation Z
Slides from @BasedBeffJezos
Memetics are not just for fun, they are a powerful cultural force. Excellent projects use memetics to simplify complex concepts, making them easy to spread and hard to forget. When a project masters memetics, it means they know how to expand their influence.
Memetics have a snowball effect. Once mastered, people will share and remix your content because it’s fun and valuable. It’s not just about motivation, it’s about having fun, and that’s what makes communities thrive.
Memetics isn’t just about “memes” like Wojak or Pepe. It’s in animations, visuals, and writing styles. Memetics is the music that builds to your big announcement. It’s the fonts and color palette that make your brand instantly recognizable. It’s the subtle turns of phrase in your tweets that people can’t help but repeat. It’s the handmade merch people actually want to show off — like socks, Muay Thai shorts, or balaclavas. Memetics is everywhere. We live in an age where humans, technology, capital, and memes are evolving together. Memetics is trends, and people love trends.
Inspire emotions.
Memetics can make something that is traditionally considered boring cool. Special thanks to @bioprotocol for their outstanding contribution in making DeSci emotionally resonant.
If science can change the world, why hasn't it done so yet? - @bioprotocol
Hire top GFX and VFX designers. Work with great editors. Combine memes with high-quality production. Capture the zeitgeist.
Make your stuff cool.
Here’s the reality: the hardest game in crypto is getting attention. Even if you create something amazing, it can easily get lost in the sea of information if no one is paying attention.
Successful projects rely on more than just being good — they connect with people. In this rapidly changing space, your story and the support of your community are key.
