The alignment between cryptocurrency founders and culture is not just a bonus, but an essential element.
Author: Marco Manoppo
Translated by: Deep Tide TechFlow
No one can balance all three:
Full-time involvement in crypto
Emotional stability
Being serious in a relationship
If my girlfriend is reading this article, I swear I have all three.
The cryptocurrency field changes rapidly. In every cycle, it seems we always have five new things to pay attention to, and now, the cycle of industry trend changes has shortened from months to weeks. That’s why we all feel the pressure, Abril is right.
Anyway, I digress a bit. Let’s get back on track.
In the past, founders could simply launch a token on DeFi's pool2 to achieve their desired trading volume and user data for listing on a primary CEX. However, those days are long gone. In every new cycle, founders must adapt and face new challenges. One of the most critical yet often overlooked challenges is not technical, financial, or operational, but cultural.
So, what does crypto culture really mean?
The term "crypto native" is frequently used, much like an MBA degree from a non-prestigious school—everyone has one, but it doesn’t mean much.
This term should represent a profound and unique understanding of how cryptocurrency operates, but in reality, very few truly grasp it. Being crypto native is not just about reading a few white papers or making a few meme trades. It requires an understanding of project management that goes beyond technical, financial, or operational aspects. It is the ability to perceive the subtle yet important dynamics that drive community sentiment, power struggles within the ecosystem, and even global regulatory changes.
If you are leading a crypto project, cultural competence is no longer optional—it is a core skill.
The Uniqueness of Cryptocurrency
Cryptocurrency is not just technology, nor is it just finance. It is a unique space that integrates multiple disciplines, combining technology, finance, game theory, and even global politics.
You cannot just understand technology and products while ignoring capital markets until you go public like a traditional Web2 company.
You cannot focus solely on the financial engineering of tokens while neglecting product development.
You cannot only understand how markets operate in one region without grasping the different power players and political interests in another region. Moreover, all of this revolves around the financial populism and personal sovereignty at the core of Bitcoin's ideology, which is why it is often said in the cryptocurrency space that "community is everything." The power of the community is key to a project's success or failure. Simply creating an excellent product is not enough; success also relies on understanding community dynamics. Founders must go beyond technical and financial aspects to understand and embrace the cultural foundations of cryptocurrency.
In my work at Primitive Ventures, we delve into the trends of Eastern and Western crypto markets and often guide the founders in our portfolio to understand these market dynamics. From tracking the latest consensus research published by professors in the Bay Area to evaluating the latest initiatives launched by primary offshore CEXs, our work revolves around helping founders navigate the global cryptocurrency landscape.
Founders who think that cryptocurrency operates in a singular way often encounter difficulties. In the crypto space, there is no one-size-fits-all approach; mastering the various factors mentioned above is an essential skill to stand out in your career.
In-Depth Exploration
Among the cryptocurrency founders we have seen, whether they are newcomers or veterans who have experienced multiple market cycles, many lack a true understanding of today’s crypto culture. Newcomers often view crypto as an extension of their industry knowledge, while veterans may be stuck in the "good old days" of cryptocurrency, unable to adapt to the changing environment.
People tend to rely on past knowledge, but the problem arises when we force these old viewpoints onto the current way of operating. Have you ever heard former traditional finance professionals turned founders talk extensively about the buzzwords of tokenization? Or a mid-level manager from a large tech company completely ignoring token economics while pitching a consumer application? This situation is all too common.
These approaches are not inherently wrong, but the key factor that ultimately determines your entrepreneurial success is your understanding of crypto culture.
Some founders think they can outsource this task—just hire a chief marketing officer or growth lead who is well-versed in cryptocurrency. However, this approach is merely a stopgap. Founders must personally immerse themselves in the community, actively participate in discussions, and understand the nuances of their field. You don’t need to become a full-time thought leader or spend four hours a day on Twitter, but you do need to develop your own voice in cryptocurrency discussions.
If you are an experienced founder, indeed, you can attract attention based on your credentials or past experiences. But wouldn’t it be better if you could combine those credentials with genuine capability and delve deeper into crypto culture?
Focus and Take Direct Action
If you are not interested in what is happening in the cryptocurrency field, you cannot be considered a true cryptocurrency founder—you are just a hobbyist. In this field, you cannot be a bystander. Excellent biotech founders are well aware of every new drug approval, every regulatory change, and every piece of gossip from major pharmaceutical companies. This is their lifeline, their oxygen. Cryptocurrency founders also need this level of commitment. If you are not deeply familiar with the latest protocol updates, regulatory decisions, and community disputes, then there are deeper issues that need to be addressed.
This focus is part of a broader trend across industries. In 2024, everyone is pursuing direct connections. Duolingo builds direct relationships with users through TikTok, making a green bird a social media star. And now, Coinbase wants to hire a Twitter expert with a $200,000 salary to attract users. The era of hiring celebrities through advertising agencies is over—remember the Kendall Jenner ad for Pepsi?
Everyone understands that to win the market, you must control the relationship with users.
Social media is leading the evolution of traditional media. Come help us shape the story of Coinbase. We are hiring for a brand new position, one that has never existed before. I need your assistance.
This is not a typical 9-to-5 corporate job. We are looking for a (remote) Twitter/X user who is well-versed in cryptocurrency to work directly with our executive team to develop Coinbase's direct communication strategy on important topics and issues.
The ideal candidate should be a heavy internet user with a large Twitter/X audience, able to resonate deeply with the crypto community, and most importantly: possess clear and concise communication skills.
For the right candidate, the total compensation for this position exceeds $200,000.
Requirements
Proficient in writing tweets and creating memes
Dislikes bureaucratic corporate language
Enjoys direct communication
Resilient and open to feedback
Grown and active in the Twitter community
In the cryptocurrency field, this is particularly important because the community is not just part of your user base; it is your user base. It is also your market, marketing, liquidity providers, governance body, and product promoters, all roles combined. Ultimately, whether founders can understand the "genetics" of users through direct interaction with the community is one of the most critical yet often overlooked factors in becoming an excellent founder.
Not Just a Bonus
The alignment between cryptocurrency founders and culture is not just a bonus, but an essential element. If you are not fully immersed in this field, do not understand its culture, and have not found your voice in the community, then you are missing a key element for success. It is not just about having an excellent product or outstanding token economics; you also need to participate personally, immerse yourself, and maintain enthusiasm for the ever-changing environment of cryptocurrency.
In short, be fully engaged and participate personally.
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