Marketing in Web3 is messy, fast-moving, and full of false signals. Trends shift weekly. Playbooks get copied into oblivion. And hype often outpaces substance. In yesterday's Founder Session, @valsidyukova, @mauricedotxyz, and @chessucation unpacked what actually works, drawing from firsthand campaigns, failed experiments, and lessons earned the hard way. Not theory. Tactical insight for teams trying to earn trust, drive action, and grow with intention. Here are 10 practical lessons to ground your strategy and help you win. 1. Sell the Outcome, Not the Tech You lose a user the moment you lead with your tech stack. Nobody cares about your novel consensus mechanism; they care about what it unlocks. Cheaper transactions, new income streams, true ownership of their work, or access to tools that were never before possible—these are the stories to tell. Focus every message on the user's end benefit. The technology is how you do it, but the outcome is why they should care. 2. Lead with Humans, Not Pixels Trust is the scarcest resource in our ecosystem. In a world of protocols and anon PFPs, a human voice is a superpower. Founders who show up on Spaces, post from their personal accounts, and meet people at events build credibility faster than any brand ever could. A face and a voice don't just make your project relatable—they make it real. 3. Cut the Jargon Much of Web3 marketing still speaks a language only insiders understand. If your homepage is littered with "TVL," "LP yield," or "ZK-Rollups," you're building a wall around your project. Great marketing translates complexity into clarity. Use the words your users use. Simplicity isn’t a concession; it’s a bridge to the mainstream. 4. Optimize for the Scroll, Not the Sit-Down Attention is measured in seconds. Your content must be engineered for the scroll. Short threads, 30-second video clips, and single-slide carousels win because they deliver value instantly. Aim for one clear, powerful idea per post. Make it easy to consume, remember, and share. The deep dives are for those who click, not for those who scroll. 5. Start Every Campaign With a North-Star Before you write a single tweet, define the one metric that serves your North Star. Is it wallet sign-ups this week? Mints for this launch? Protocol revenue this month? A single, clear Key Performance Indicator (KPI) for the campaign forces discipline. It aligns your team and grounds your creative. Without it, you're just paying for engagement theater. With it, you can measure what moves the needle and iterate with precision. 6. Resonance Over Reach Stop chasing follower counts. The most common Web3 marketing mistake is partnering with influencers based on raw reach instead of audience fit. A DeFi maxi can’t sell a creative tool, and a PFP collector won’t drive users to your new Layer 1. Target voices that speak your audience’s language and understand their pain points. True influence isn't about who has the loudest voice—it's about who your audience actually trusts. 7. Cadence Over Campaigns A one-time marketing "blast" is a spike of awareness followed by a flatline of silence. Real momentum comes from consistent, focused repetition. The same core message, delivered by multiple trusted voices over several weeks, is what cuts through the noise and builds lasting memory. Familiarity isn't accidental—it’s engineered through relentless cadence. 8. Co-Create with AI You no longer need a massive team to produce high-quality content. Use AI as a tireless creative partner to draft copy, generate visuals, and brainstorm angles at machine speed. Then, the human touch comes in: polish, refine, and inject your unique voice. Let AI handle scale, and humans provide soul. This blend allows a lean team to achieve outsized impact. 9. Give More Than You Take: Educate, Entertain, or Inspire If your content doesn't offer the reader something of value—a new insight, a laugh, a dose of inspiration—it’s static. The most effective marketing consistently delivers on one of these three pillars. You don’t need to be a comedian or a philosopher, but you must be generous with what you know and what you believe. This is how you earn attention, trust, and customers. 10. Close the Loop: The Power of the Post-Mortem Every campaign is tuition for your next one—but only if you actually learn from it. A rigorous post-mortem identifies what worked, what failed, and why. It’s how you spot patterns, kill ineffective tactics, and avoid repeating expensive mistakes. In a space that evolves this quickly, disciplined feedback loops are your ultimate competitive edge. ✨ In the end, these "lessons" all point to a single truth: Web3 marketing is an act of community building disguised as communication. It rewards authenticity, generosity, and relentless focus on the user. The tools are new and the landscape is volatile, but the principles are timeless. Build for people, and they will build with you.(Multiversᕽ)