Technology is not the key; the story is the core.

Author: justin vogel

Translated by: Deep Tide TechFlow

Stellar's marketing summit "Build Better" shared many insights that are extremely valuable for marketers and developers. Here are the key points:

"Being merely excellent is not enough"

Today's market competition is exceptionally fierce; even the most advanced technology can be eliminated by the market and ultimately disappear into the "technology graveyard." The reason is that technology itself is not the decisive factor; what truly drives success is the story behind it.

"Your project may not be as perfect as you think"

Complex ideas need to be expressed in simple ways. You can try using the "from/to" framework: we help users move from "current predicament" to "ideal state." For example, Nike is not selling shoes; they are conveying the feeling of "becoming an athlete."

"Marketing is a process of building relationships"

You can compare your relationship with customers to a romantic journey:

• Getting to know them

• Further engaging with them

• Continuous interaction

• Ultimately establishing long-term commitment

Trust is the cornerstone of relationships, and stories are the bridge that connects both parties. A great story can not only touch hearts but also inspire trust and prompt action.

"Focus on clear goals"

Trying to meet everyone's needs may ultimately lead to doing nothing well. Excellent marketing is not about solving all problems but focusing on the most important ones.

"Brand is the embodiment of trust"

In the crypto space, where technology is complex and concepts are abstract, the role of the brand is to make these seemingly intangible things feel real. A brand is not just a logo or a slogan; it is an emotion. When the audience hears your name, their feelings represent your brand value.

"Brand is the key to differentiation in a homogeneous market"

In a competitive market with severe product homogenization, the brand becomes a key factor in distinguishing one from another. Technology may struggle to create a gap, but a brand can resonate emotionally, allowing you to stand out among numerous competitors.

"Marketing = Carefully designed 'coincidence'"

Effective marketing creates an experience that feels "just right when needed" by integrating location, price, promotion, and product, making customers feel that this is something they are destined to need.

"Mind share becomes the new ROI metric"

In Web3 marketing, the focus is shifting from simple conversion rates to "mind share." This means that it is not just about attracting customers; more importantly, it is about making your brand memorable and an indispensable part of industry discussions.

"Brand is how people perceive you"

And "positioning" is the brand image you convey to the outside world. The ultimate goal is to occupy mind share: ensuring that your brand vision can integrate into mainstream, influential public discourse.

"Context determines success or failure"

The performance of AI highly depends on the contextual information you provide. As computing costs continue to decline, the real competitive barrier is no longer the technology itself but the time and thought invested. Context and coordination will become key in the future.

"Internally, branding needs promotion to avoid dilution"

If the business development (BD) team lacks uniformity in external promotion, it may inadvertently weaken brand value. Through close team collaboration and a clear communication framework, brand consistency and integrity can be effectively maintained.

"Personal brand is your unique advantage"

In the Web3 space, marketers are no longer just behind-the-scenes roles but representatives of the brand. Finding your voice, showcasing your true self, and establishing deep interactions with the audience will become your core competitive advantage.

"Technology is not the key; the story is the core"

Whether you are a developer or a marketer, the key to success lies not in having the most advanced technology but in telling a story that can touch hearts. In this age of information overload, a clear and resonant story is what will make you stand out.

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