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Helios Horizons Ep. 40: Lessons from the Frontlines of Web3 with 0xCorina
What does it really take to market Web3 products in a space where technology moves at lightning speed but user adoption lags behind? In this illuminating conversation, we dive deep with Karina, a marketing expert who has navigated the crypto landscape from its early days through to the present.
Corina's journey is nothing short of fascinating – from studying in Denmark where she first discovered blockchain through a course called "The Financial Revolution," to becoming a digital nomad who's traveled to 25 countries while working with some of DeFi's most influential projects. Her career spans crucial roles at MakerDAO (now Sky), The Defiant, and now her own consultancy, giving her a unique perspective on how marketing in this space has evolved.
The conversation reveals the stark contrast between Web3's idealistic beginnings and today's market realities. "Back then it was so much more about this narrative of banking the unbanked," Karina explains, noting how the messaging has shifted as projects face commercial pressures. We explore the unique challenges of marketing within DAOs, where token holders with varying priorities must reach consensus, and why many DeFi projects struggle to communicate their value to mainstream audiences.
Perhaps most revealing is Corina's analysis of what's missing in crypto marketing today: "We're lacking going mainstream with the right narrative." While products continue to improve with innovations like account abstraction and lower gas fees, the industry still struggles to explain why these tools matter to regular people in simple, compelling terms.
Whether you're a marketer looking to break into Web3, a builder seeking to grow your protocol, or simply curious about how this technology might eventually reach widespread adoption, this episode offers invaluable insights from someone who's been on the front lines of crypto's marketing evolution. Subscribe, share your thoughts, and join us as we continue exploring the fascinating intersection of technology, finance, and human behavior in the Web3 space.
Stay tuned for next weeks Episode and don't forget to follow us on X and visit our website for more information.
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By Helios StakingWhat does it really take to market Web3 products in a space where technology moves at lightning speed but user adoption lags behind? In this illuminating conversation, we dive deep with Karina, a marketing expert who has navigated the crypto landscape from its early days through to the present.
Corina's journey is nothing short of fascinating – from studying in Denmark where she first discovered blockchain through a course called "The Financial Revolution," to becoming a digital nomad who's traveled to 25 countries while working with some of DeFi's most influential projects. Her career spans crucial roles at MakerDAO (now Sky), The Defiant, and now her own consultancy, giving her a unique perspective on how marketing in this space has evolved.
The conversation reveals the stark contrast between Web3's idealistic beginnings and today's market realities. "Back then it was so much more about this narrative of banking the unbanked," Karina explains, noting how the messaging has shifted as projects face commercial pressures. We explore the unique challenges of marketing within DAOs, where token holders with varying priorities must reach consensus, and why many DeFi projects struggle to communicate their value to mainstream audiences.
Perhaps most revealing is Corina's analysis of what's missing in crypto marketing today: "We're lacking going mainstream with the right narrative." While products continue to improve with innovations like account abstraction and lower gas fees, the industry still struggles to explain why these tools matter to regular people in simple, compelling terms.
Whether you're a marketer looking to break into Web3, a builder seeking to grow your protocol, or simply curious about how this technology might eventually reach widespread adoption, this episode offers invaluable insights from someone who's been on the front lines of crypto's marketing evolution. Subscribe, share your thoughts, and join us as we continue exploring the fascinating intersection of technology, finance, and human behavior in the Web3 space.
Stay tuned for next weeks Episode and don't forget to follow us on X and visit our website for more information.