Original author: milian
Original translation: Shen Chao TechFlow
The fact is simple: the best ideas don’t always win—getting attention is key.
The success of a project lies in its ability to engage, inspire, and leave a lasting impression. Ultimately, success relies not only on innovation but also on the story told and the strength of the outreach. Polymarket was not the first crypto prediction market; Augur launched back in 2015. Uniswap wasn’t the first decentralized exchange; EtherDelta achieved that in 2017. What about OpenSea? RareBits was ahead of the market in 2018. The point is clear: while first-mover advantage is important, it is not decisive. Execution, narrative ability, and timing are the real keys. Of course, an excellent user experience is also indispensable. This article explores how to drive the survival and growth of crypto projects through marketing, not just technology. I will analyze founder-led marketing, team-driven strategies, Gen Z cultural dynamics, and the power of meme science, discussing how projects can stand out in a competitive environment.
Founder-led marketing
We are all clear about this now. In this field, the founder's voice often determines the project's image. Leaders like Vitalik, Anatoly, Mert, Keone, and CZ are masters at this. The ability of a founder to clearly articulate a vision, interact authentically with the community, and tell compelling stories often matters more than a strong technical foundation.
Why? Because the connection between people is key. Audiences are more easily moved by authentic expressions rather than carefully packaged promotions. A warm, charismatic founder can turn an idea into a movement, transforming followers into loyal supporters. People follow not the logo, but the person behind the logo.
It’s not just about technical expertise; it’s about humanity. Founders who establish emotional connections with their audience by sharing insights, ideas, and everyday lives become the core of the project. They are not just leaders; they are storytellers.
Team-driven momentum
While the founder sets the tone, the team's role is to amplify and spread that message. Engaged team members can provide new perspectives, making the project's value easier to understand. Teams that encourage creativity and open discussion are more likely to attract and retain users.
Recently, I've noticed that @OmniFDN and @EclipseFND teams are doing exceptionally well in this regard. They attract many builders in the crypto space by sharing profound educational content about marketing and business development. At the same time, they also publish thought-provoking content that resonates with the broader crypto community, effectively expanding their influence. Special thanks to @0x Matt 1, @grahamfergs, and @akachacolate for their amazing contributions.
Diversity within the team can create a multiplier effect by connecting different communities and reaching new audiences. For example, although the Milady and Pudgy Penguins communities are culturally very different, a great team can bridge these distinct groups, driving growth and interaction.
I've noticed that many team members on Twitter only talk about how great their projects are. While there's nothing wrong with that, it limits their impact. To expand their influence and attract more attention, they could try diversifying their content. Share some insightful, educational, or entertaining content to attract a wider audience, not just those in the specific field of the project. Discuss industry trends, share personal insights, or explore topics unrelated to work to keep the content vibrant and engaging. Use X Analytics to find out what resonates most with the audience and amplify it further.
Become the protagonist of your unique story. As the audience grows and their interest in your content increases, they will naturally become curious about the project you are building.
The definition of a protagonist is not based on the importance of their role but on the change they bring. What resonates most is the impact you create and the journey you share.
The perspective of Gen Z
A tribute to the mysterious things like Milady, 21 e 8, Urbit, Kinode, etc.
Let’s talk about Gen Z—my generation. We are becoming an emerging force in the crypto space, and we have our own set of rules. For us, authenticity, humor, and relevance are more important than traditional corporate promotion. Polished, serious marketing doesn’t work; we care more about fresh memes, unique brand identities, and transparent, direct communication. If you want to grab our attention, you must speak in a language we understand.
We easily recognize inauthentic performances and can't stand boring or outdated content. Brands that dare to use humor, bold narratives, and open interactions often succeed more. It's not about perfection; it's about relatability. Make us laugh or resonate with our culture, and you will stand out.
We’ve been through a lot, growing up in meme culture. We know what creative content looks like. To stay relevant, projects need to understand what we like: the visuals of movies, the music we listen to, the memes that make us laugh, the emojis we use. To connect with us, you need to be at the forefront of culture.
We all appreciate Teamspeak's efforts in this regard... you know.
Don’t think you can take shortcuts. If you rely on tools like ChatGPT to communicate with Gen Z, you will ultimately fall behind the times. A poorly made meme can embarrass us and might drive us away.
The core language of Gen Z is meme science, which is key to connecting with this digitally native generation.
Meme science: the language of Gen Z
The slides are from @BasedBeffJezos
Meme science is not just for laughs; it's a powerful cultural force. Great projects leverage meme science to simplify complex concepts, making them easy to share and hard to forget. When a project masters meme science, it means they understand how to expand their influence.
Meme science can create a snowball effect. Once mastered, people will share and remix your content for fun and value. It’s not just about motivation; it’s about having fun, which is why communities thrive.
Meme science is not just about memes like Wojak or Pepe. It manifests in animation, visuals, and writing style. Meme science is the music that builds hype for your important announcements, the fonts and color combinations that make your brand instantly recognizable. It’s the subtle wording in your tweets that people can't help but repeat. It’s the handmade merchandise that people actually want to show off—like socks, Muay Thai shorts, or hoods. Meme science is everywhere. We live in an era where humans, technology, capital, and memes are co-evolving. Meme science is a trend, and people love trends.
Evoke emotions.
Make traditionally boring things incredibly cool; meme science can do that. Special thanks to @bioprotocol for their outstanding contributions to making DeSci resonate emotionally.
If science can change the world, why hasn’t it done so? —@bioprotocol
Hire top GFX and VFX designers. Collaborate with outstanding editors. Combine memes with high-quality production. Capture the spirit of the times.
Make your stuff cool.
This is the reality: the hardest game in the crypto space is getting attention. Even if you create something amazing, if no one notices it, it can easily get lost in the sea of information.
Successful projects rely not only on their own excellence but also on their ability to connect with people. In this fast-changing field, your story and the support of the community are key.