Every few months, someone asks me what the "best channel" is right now.

“X? TikTok? LinkedIn? Farcaster? Threads?”

I get it. The question feels urgent. Attention is scarce, algorithms change weekly, and there's always some new platform promising to be "where the audience is."

But here's what I've learned after 10+ years in marketing, and almost 5 years in Web3 specifically:

The channel is never the answer. The system is.

It has a trust leak, and most founders don't notice until it's already cost them.

Credibility is the one thing you can’t ship later.

By the time most Web3 founders start thinking seriously about branding, they have already shipped a product, raised a round, maybe even launched a token.

Most Web3 founders think their brand is "fine." But in a space where trust is scarce and communities are hyper-critical, "fine" won’t cut it. A comprehensive brand audit is your first step to transforming your project from forgettable to funded. Here’s how to do it right, with practical steps and real-world examples to guide you.

Gone are the days of needing war rooms and hefty agency budgets for a Web3 go-to-market (GTM) strategy. With AI, one sharp founder can launch faster, smarter, and cheaper. Here's how to build an AI-powered GTM strategy that drives engagement and growth.