Seeing the big drama at the Nanjing Museum these past few days reminded me of something funny. A few years ago, there was a startup team that created a blockchain-based NFT platform for museum collections, meant to track and trace artifacts and create online exhibitions. But they couldn’t promote it at all—no museum was willing to use it. So they came to me for advice. I said, you’re promoting to the wrong audience! If you try to sell a leash to a dog, of course, it won’t buy it. You need to promote it to the dog’s owner.