Sell the dream, not crypto.
How the best web3 consumer companies meet people where they are.
Legendary consumer brands don’t market their tech; they sell a compelling value prop that makes someone’s life noticeably better.
What’s exciting: Web3 consumer brands are (finally) starting to follow suit.
Let’s breakdown how Krause House, Blackbird, & Mad Realities are doing it.
Krause House promises to help everyday fans live out their fantasies by owning & operating a professional sports franchise.
But notice—there’s no mention of web3 above the fold.
It’s only as you scroll do you start to understand how they achieve such a crazy ambition via decentralized infrastructure.
What's interesting: Decentralization is the reason to believe, not the headline.
Another great example is Blackbird, a new restaurant loyalty company from Resy co-founder Ben Leventhal.
You wouldn’t know they’re a web3 company if not for their .xyz domain name.
Sure they use NFTs to deliver on loyalty, but it’s nowhere to be found in their marketing.
People care about rewards & recognition from their favorite restaurants. How they collect them is totally irrelevant, as long as it’s a great experience.
Mad Realities gets it too.
Upon visiting their site, you’d have no idea they’re a web3 company.
In fact they position themselves as an “entertainment platform, powered by you.”
It just so happens the “powered by you” aspect is enabled by web3 mechanics.
Web3 is going to unlock some wild new consumer experiences.
But until it crosses the chasm, we have to meet people where they are and sell them what they know, not the technology that powers it.
Stop selling crypto, start selling the dream.