Leveling Up with Eric Siu

In many ways, the NFT world is still in such an early stage of development that there’s no real playbook that entrepreneurs or creators can follow for building their businesses, especially if they want to scale. Today on the show we get together with Will Weinraub, CEO and Co-Founder at OnChain Studios, to talk about how he originally created Cryptoys as a gift for his daughter, the strategies they’re using to scale their product, and some of the biggest challenges facing entrepreneurs in the Web3 space today. Tuning in you’ll learn about Cryptoys’ partnership with Mattel, how the world-famous toy company is leaning into innovation by embracing digital toys for kids, and why it’s so important to find the right partner to help you build your vision in the Web3 space. We also unpack why storytelling is an essential skill for entrepreneurs to master and reflect on recent developments in the crypto space, including the news that Solana will launch a new smartphone in 2023 and Doodles’ decision to appoint Pharrell Williams as their Chief Brand Officer. Tune in for key insights from one of the most passionate leaders in the Web3 space, and much more! TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [01:44] Get to know today’s guest, Will Weinraub, CEO and Co-Founder at OnChain Studios. 
• [05:16] How Will’s daughter inspired the creation of Cryptoys.
• [08:47] The three pillars that form the foundation of Will’s business strategy: toys, gaming, and entertainment.
• [09:31] Insights into how Cryptoys plan to scale.
• [11:39] How Cryptoys became connected with Mattel and why they are ideal partners. 
• [14:23] The challenges of communicating an entirely new vision during a pitch meeting.
• [20:45] Why storytelling is one of the most important skills an entrepreneur can invest in.
• [23:08] Why good storytelling is the equivalent of good communication.
• [24:28] Will shares his approach to recruiting.
• [27:03] How to recruit and retain top talent in the Web3 space.
• [31:18] Our thoughts on some of the liquidations that have been happening in the crypto space. 
• [33:43] Some of the exciting developments happening at Doodles, including their partnership with Pharrell Williams!
• [37:27] Our thoughts on Solana’s plans to release a smartphone in 2023.
• [41:20] An overview of Shopify’s decision to add NFT gated features and what it means for the broader NFT culture.

Resources From The Interview:

• Cryptoys
• Cryptoys on Twitter
• Will Weinraub on LinkedIn
• Will Weinraub on Twitter
• JPEG Morgan
• Mattel
• The Littles
• Storyworthy: Engage, Teach, Persuade, and Change Your Life through the Power of Storytelling
• Doodles
• World of Women
• StarCraft

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

"The NFT World is getting more competitive everyday, and you don't want to get left behind! Learn how to grow your NFT project: www.youtube.com/c/LevelingUpOfficial"

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Leveling Up
• Eric Siu on Twitter

• Eric Siu on Instagram

Welcome back to another episode of Marketing School! Today on the show we get together with Chris Walker, CEO of Refine Labs, a company that helps B2B businesses create demand by leveraging top methods that buyers are using, especially through social communities and word of mouth. While many people are under the impression that Refine Labs functions as an agency, their work over the past two years has primarily been focused on researching key questions on how one can use any service business, like an agency, to collect major customer insights. They’ve done detailed research into the type of technology customers are using, the top problems they’re struggling with, as well as how to solve these problems. Tuning in you’ll hear Chris break down their new product, The Vault, which Refine Lab will be launching during Q2 of 2022, the distinction between capturing demand versus creating it, and how to create demand during an economic slowdown. We also discuss the concept of dark social, how to create a B2B marketing stack that works, and how Refine Labs are making marketing more scientific. Make sure you tune in for this eye-opening episode from an expert who is at the bleeding edge of market research!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:15] Today’s topic: Dark Social, a B2B Marketing Stack That Works, and Agency Secrets With Chris Walker.
• [00:16] Introducing Chris Walker, CEO of Refine Labs.
• [00:57] An overview of Refine Labs and the new product they’re launching called The Vault.
• [02:44] The concept of Dark Social and what it means for businesses.
• [04:35] Multi-touch attribution and why it’s not as innovative and robust as some businesses think.
• [05:28] Understanding the distinction between creating demand and capturing demand.
• [07:30] How to create demand during an economic slowdown.
• [09:45] Chris’s approach to creating content. 
• [13:08] How to use virtual live events in a simplified marketing stack.
• [15:32] The value of consistency when creating content and writing your own copy.
• [17:53] Why filming live content has been so effective for Chris.
• [18:31] Why Chris recommends narrowing your focus as a marketer. 
• [20:14] How Chris’s content team is structured.
• [22:26] Why Chris describes Refine Labs as an experimentation lab, rather than an agency.
• [25:57] Why agencies are so effective as a launchpad business.
• [27:38] Examples of the excellent companies that have financed Refine Labs. 
• [29:33] Chris answers our rapid-fire questions.
• [31:29] Learn where you can find Chris online.

Resources From The Interview:

• Chris Walker on LinkedIn
• Refine Labs
• The Vault Waitlist
• CapChase
• Pipe
• Timia Capital
• State of Demand Gen Podcast
• Must-read book: Mastery by Robert Greene

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, please leave a short review here

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Leveling Up
• Eric Siu on Twitter
• Eric Siu on Instagram

In today’s episode, we sit down with Dr. Kat Cohen and Matei Olaru, the Cofounders and President and CEO respectively of The Krillest, a private members club for the “rarest and most uncommon creatures who share a passion for the Web3 future.” Together, Matei and Kat have led NFT masterclasses, conducted investment activities for an NFT fund, and served as Web3 educators, so they have plenty of valuable expertise to share! Additionally, Kat is the Founder and CEO of IvyWise, the world’s top educational consulting company that works with students globally to help them get into the schools of their choice, and Matei is formally trained as a corporate lawyer and started a blog that evolved into an award-winning media and tech startup in the cannabis industry, which went public in 2018. Tuning in today, you’ll learn more about the philosophy that informs The Krillest and gain some insight into the unique benefits it offers its members, allowing them to come together to collaborate and build the tools of the future. We also touch on some of the core values that they are looking for in their members, what the application process entails, and who you can expect to rub shoulders with in the clubhouse, plus so much more! Join us to find out how The Krillest is creating once-in-a-lifetime experiences and relationships with its membership NFT!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:50] An introduction to Kat and Matei and their experience in crypto, NFTs, and Web3.
• [02:56] More about The Krillest is and what some of the benefits are for members.
• [06:27] What the clubhouse has planned for 2022, what it costs to join, and more!
• [07:42] The Marketplace, where members can trade NFT memberships, assets, and projects.
• [09:20] How The Krillest differs from other private or membership clubs.
• [10:52] Some of the diverse thought leaders who have already come on board.
• [13:55] Core values The Krillest is looking for in its members, including ‘Kriller instinct’.
• [19:00] Insight into the rest of the team members at The Krillest.
• [20:33] Other membership options for those who can’t afford a lifetime membership.
• [22:55] Examples of the once-in-a-lifetime experiences that members will be afforded.
• [24:57] What Kat and Matei are personally investing in currently.
• [27:54] Get Kat and Matei’s perspective on the crypto market crash.
• [28:58] Recommended reads: How to Win Friends and Influence People by Dale Carnegie and Think Like a Rocket Scientist by Ozan Varo.

Resources From The Interview:

• The Krillest
• The Krillest on Twitter
• The Krillest on Instagram
• Dr. Kat Cohen on LinkedIn
• Dr. Kat Cohen on Twitter
• Dr. Kat Cohen on Instagram
• Dr. Kat Cohen Email
• IvyWise
• Matei Olaru on LinkedIn
• Matei Olaru on Twitter
• Matei Olaru Email
• YWhales

• How to Win Friends and Influence People

• Think Like a Rocket Scientist

• Famous Failures Podcast

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, please leave a short review here
• Subscribe to Leveling Up on iTunes
• Get the non-iTunes RSS Feed

The NFT World is getting more competitive everyday, and you don't want to get left behind! Learn how to grow your NFT project: www.youtube.com/c/LevelingUpOfficial

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Leveling Up
• Eric Siu on Twitter
• Eric Siu on Instagram

Avalanche is one of the fastest smart contract platforms in the blockchain industry and recently received a staggering $5.2B valuation. Today on the show we sit down With Phillip Liu Jr., Head of Strategy at Ava Labs, the company behind Avalanche, to discuss the company’s recent fundraising efforts and how their unique marketing strategy was able to build brand awareness and raise capital. Tuning in you’ll hear Phillip break down the Avalanche Rush Incentive Program, as well as some key highlights from their most recent summit in Barcelona. Later, Phillip explains the function of sub-networks, how they function in Avalanche, why they are attracting Triple-A games, and what this means for Avalanche. He also shares Avalanche’s plans to scale and what to expect from the company in the coming months. Join us for a thought-provoking conversation on blockchain technology, investment, marketing, and much more!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:15] Introducing today’s Topic: How Avalanche Creatively Approached Marketing To Grow To A $5.2B Valuation.
• [00:48] Introducing today’s guest Phillip Liu, how he got involved with blockchain technology and his role at Avalanche. 
• [02:40] How Phillip went from being an investor to a high-level employee at Avalanche.
• [04:59] An overview of Avalanche, how it works, and what they do.
• [06:39] Why Avalanche is a layer one blockchain. 
• [06:56] The Avalanche Bridge and how it allows for interoperability with Ethereum.
• [07:36] An overview of Avalanche’s unique marketing strategy.
• [09:58] The Avalanche Rush Incentive Program and how it broadened brand awareness.
• [11:10] An overview of Avalanche’s recent summit.
• [12:41] The role of subnetworks, how they function in Avalanche, and why they are attracting Triple-A games.
• [15:00] Insights into Avalanches’ plans to scale. 
• [15:43] A breakdown of Phillip’s current crypto investments.
• [16:41] Phillip’s favorite book and how it applies to business.
• [19:15] Phillip’s fondness for productivity management tools and his top picks.
• [19:55] Find out how to learn more about Phillip and Avalanche online.

Resources From The Interview:

• Avalanche
• Phillip Liu Junior on Twitter
• Ava Labs on Twitter
• Ava Labs

• Must read book: Thinking, Fast and Slow

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

"The NFT World is getting more competitive every day, and you don't want to get left behind! Learn how to grow your NFT project: www.youtube.com/c/LevelingUpOfficial"

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Leveling Up
• Eric Siu on Twitter

• Eric Siu on Instagram

Today on the show we get together with Kat Cole, President, COO, & Board of Directors at Athletic Greens, to talk about her career, including why she chose to become a key player in the company, and her ten years at Focus Brands. In our conversation, we discuss the mission and values that define Athletic Greens, why their rapid growth rate can be attributed to the merits and quality of their flagship product AG1, and how being bootstrapped has influenced their marketing strategy. Kat unpacks the marketing success they’ve achieved through their long-term partnerships with top thought leaders and creators and explains why their performance marketing strategy has been more conservative than some might think. She also shares her advice for anyone who wants to pursue a similar career in business and champions the values of being a curious, hard-working student who is willing to go out there and gain experience. Kat has had an incredible career and it was wonderful having her on the show. Tune in to learn more about Athletic Greens, how to customize your marketing, and much more!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [01:24] Why Kat chose Athletic Greens for her next chapter.
• [02:42] An overview of Athletic Greens and their incredible growth. 
• [06:17] The high quality of Athletic Greens’ comprehensive flagship product AG1.
• [06:49] Why AG1 is more than just a green drink and the marketing challenge this poses.
• [07:47] How Chris, the founder of Athletic Greens, helped establish foundational nutrition as a category.
• [09:59] Learn what AG1 tastes like and different ways to drink it. 
• [12:36] A breakdown of Athletic Greens’ marketing strategy.
• [13:16] The success they’ve found partnering with creators and influencers.
• [14:06] How being largely referral-based made the iOS 14 update less difficult for them.
• [14:28] How being a bootstrapped company has affected their marketing strategy.
• [15:24] The rapid rate of growth based on the merits of the product.
• [18:00] Insights into how marketing is changing.
• [19:13] Kat’s advice to anyone who wants to pursue a similar career path.
• [24:24] Kat’s monthly process for checking in with her loved ones.
• [27:06] How Kat does a similar check-in with her work relationships.
• [28:48] Learn where you can find Kat online.

Resources From The Interview:

• Athletic Greens
• Athletic Greens Special Offer
• Kat Cole on LinkedIn
• Kat Cole on Instagram
• Checking In With Kat Cole

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere

• Single Grain

• Leveling Up

• Eric Siu on Twitter

• Eric Siu on Instagram

In this episode, Eric discusses how it's increasingly difficult to sell out these days, and what you can do about it to level up your NFT Project and overcome this challenge!

TIME-STAMPED SHOW NOTES:

• [00:00] - How To 10x Your NFT Sales
• [01:04] - 1. Allow List Collaborations
• [02:22] - Types of Collabs You Can Try
• [03:00] - Be Creative with Your Marketable Moment
• [03:26] - Stay Engaged with People
• [04:25] - Join Other NFT Podcasts
• [05:12] - Create an Email Lists
• [06:03] - Go to Events and Connect with People
• [06:25] - Make Sure Your Team is Ready
• [06:56] - Make Sure Your Message is Clear

Leveling Up Heroes NFT:

👾 Join Our Discord: https://discord.gg/vbXEDP5gdM

📲 Follow Our Twitter For Updates: https://twitter.com/levelingupnft

🔥 Learn More About The NFT Project: https://heroes.levelingup.com/heroes/

🥳 Let’s Level Up together! Connect with me through my social media and get a free book: https://linktr.ee/levelingupofficial

😎 Need to grow your business but don't know where to start? Request a free chat with a Growth Expert at Single Grain, my Digital Marketing Agency: https://www.singlegrain.com/marketing-plan/

In this episode, Eric talks about why relationship building is important and how hosting a simple dinner with other creators can make a big impact on your NFT Project!

TIME-STAMPED SHOW NOTES:

• [00:00] - If You Do This, You Will Connect With Every NFT Influencer & Be Able to Sell Out Your Project
• [01:23] - Hosting a dinner with like-minded people (CEO, Founders, Creators)
• [03:40] - Tip: Make sure everyone is on the same level
• [05:40] - Have a brief introduction, and be a moderator!
• [07:30] - Tip: Putting an extra mile means better results. 
• [08:13] - Help people do business with people! 

Leveling Up Heroes NFT:

👾 Join Our Discord: https://discord.gg/vbXEDP5gdM

📲 Follow Our Twitter For Updates: https://twitter.com/levelingupnft

🔥 Learn More About The NFT Project: https://heroes.levelingup.com/heroes/

🥳 Let’s Level Up together! Connect with me through my social media and get a free book: https://linktr.ee/levelingupofficial

😎 Need to grow your business but don't know where to start? Request a free chat with a Growth Expert at Single Grain, my Digital Marketing Agency: https://www.singlegrain.com/marketing-plan/

Hiring an engineer for personalization and driving conversion rates is costly and time-consuming. Luckily the new platform, Mutiny, can give you a jump start without the need to hire any new employees! In today’s episode, Eric interviews Jaleh Rezaei, CEO and co-founder of Mutiny about THE marketing product for 2022: how Mutiny decreases ad costs by 60%+. Tuning in you’ll hear how Jaleh’s talent for engineering, love of marketing, and passion for sales, resulted in a no-code platform that gives customers everything they need to drive personalization on their website. In our conversation, we discuss the inner workings of Mutiny, what you can expect when you sign up and how small changes to personalization can result in unexpectedly high conversion rates. To learn more about Mutiny and its ability to turn your website into your number one revenue channel, tune in today!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:15] Today’s topic: THE Marketing Product for 2022: How Mutiny Decreases Ad Costs By 60%+.
• [00:53] Get to know Jaleh Rezaei, founder and CEO of Mutiny, and how she started the company. 
• [03:46] How Mutiny is different from other customer data platforms that are out there.
• [06:00] How Mutiny advises customers on actionable steps to drive conversion and personalization.
• [08:15] The playbook that Mutiny offers its users and how it benefits the customers.
• [10:14] Examples of how customers are using Mutiny to drive inbound conversion and target account-based marketing (ABM). 
• [11:00] How Mutiny can make landing pages adapt to the wiki use case and why that’s so useful.
• [12:40] Examples of the outsized impact that small changes can have on conversions.
• [13:01] The unexpectedly simple elements that shape personalization.
• [17:27] How Mutiny generates content from a baseline webpage, like the customer's landing, pillar, or solutions pages.
• [18:34] A breakdown of Mutiny’s ideal customer.
• [20:14] Mutiny’s plans for future outbound integrations. 
• [20:53] Hear about Jaleh’s favorite business book Creativity Inc: Overcoming the Unseen Forces That Stand in the Way of True Inspiration.

Resources From The Interview:

• Mutiny
• Try out the Mutiny Demo: https://demo.mutinyhq.com/

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, please leave a short review here

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Leveling Up
• Eric Siu on Twitter

• Eric Siu on Instagram

In this episode, Eric Siu talks about why building the perfect team and hiring the roles you need is imperative to launch an NFT Project that can sustain the community and its purpose for the long-term goal! 

TIME-STAMPED SHOW NOTES:

• [00:00] - Build for the long term
• [00:54] - 1. Project Manager
• [01:42] - 2. Community Manager for your NFT Community
• [02:35] - 3. Social Creator for Organic Content
• [03:10] - 4. Moderator
• [03:45] - 5. Influencer Relations
• [04:28] - 6. Web3 Developer
• [04:57] - 7. NFT Artist

Leveling Up Heroes NFT:

👾 Join Our Discord: https://discord.gg/vbXEDP5gdM

📲 Follow Our Twitter For Updates: https://twitter.com/levelingupnft

🔥 Learn More About The NFT Project: https://heroes.levelingup.com/heroes/

🥳 Let’s Level Up together! Connect with me through my social media and get a free book: https://linktr.ee/levelingupofficial

😎 Need to grow your business but don't know where to start? Request a free chat with a Growth Expert at Single Grain, my Digital Marketing Agency: https://www.singlegrain.com/marketing-plan/

In today’s episode, Eric gets together with Alex Taub, co-founder of Upstream, a no-code all-in-one DAO builder. He is also the co-founder of Illuminati, an NFT project that has sold over $11.5M in NFTs, all while running his startup. Tuning in you’ll hear all about Upstream, what first inspired it, and how it helps its users build and manage DAOs by being accessible and easy to use. Get a sneak peek at what Upstream has planned in the coming weeks, their marketing strategy for the company, and what it means to be a leader in the Web3 space. We also delve into the founding of Illuminati, how Alex balances it with his work at Upstream, and what it’s taught him about Web3 and marketing. Hear the story of how they first marketed their Illuminati NFT project using intriguing pins, the concept of a secret society, and an established Twitter handle. Alex also describes what he loves about playing in the NFT space, why he believes play-to-earn is going to explode in 2022, and why Twitter is such a useful networking tool. To learn more about how Alex balances his time, his insights on Web3, and much more, make sure you tune in today!

TIME-STAMPED SHOW NOTES:

• [00:00] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:15] Today’s topic: How A Founder Sold Over $11.5M In NFTs While Running His Startup.
• [01:26] Get to know Alex Taub, co-founder of Upstream and Illuminati NFT.
• [03:24] How Alex and his team decided to go all-in on Upstream.
• [04:51] How Alex became involved with Web3, NFTs, DAOs, and dApps.
• [08:06] A breakdown of Upstream: how it works and how it’s priced.
• [08:53] Some of the use cases that Upstream is currently being used for.
• [10:15] How Upstream is growing, and what it means to be a leader in the Web3 space.
• [12:36] Insights into the marketing strategy for Upstream.
• [14:31] How Alex co-founded Illuminati NFT and how he balances it with his work at Upstream.
• [15:17] What launching Illuminati NFT has taught Alex about managing DAOs on Upstream.
• [17:52] The time and investment you need to start an NFT project.
• [19:31] How Illuminati has sold over $11.5M in NFTs. 
• [21:47] The story of how they first marketed Illuminati by giving out pins at an event.
• [22:46] What Alex learned from the launch of Illuminati and their sales plan.
• [25:54] Alex shares why Twitter is his favorite business tool.
• [26:08] Learn about Alex’s favorite business book, Zero to One: Notes on Startups, or How to Build the Future. 
• [26:50] Alex’s favorite NFTs — that aren't Illuminati or Bored Apes!

Resources From The Interview:

• Upstream

• Illuminati NFT

• Twitter

• Knights of Degen

• Alex Taub on Twitter

• Must-read book: Zero to One: Notes on Startups, or How to Build the Future

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere

• Single Grain

• Leveling Up

• Eric Siu on Twitter

• Eric Siu on Instagram