#19 How to market a Blockchain (click here to find out...)

Welcome to?Edition #19 of 'This Week in Web3' - an all-in-one source for the most interesting Blockchain, Web3 and Metaverse content on LinkedIn, as curated by?me! If you didn't catch these awesome posts, here's a quick recap...

?? It's never 'one token fits all'...

Mass adoption is NOT being followed by 100k angry degens on Twitter... Blockchains are infrastructure. As such, a very wide range of potential stakeholders can build, use, or interact with Blockchain applications (often called DApps, or decentralised applications).

So you could consider anyone who is building an app (B2C or B2B) could be a potential stakeholder for DApps. Which means we're talking to:

- Independent developers

- Founders of start-ups

- Enterprise CIOs and engineers

- Brands

- Exchanges and DEX's

- Wallet providers

- Search engines

- Indexers and data providers

- App stores (DApps and Apps)

- Regulators and governments

- Systems integrators and hyperscalers

- Investors (retail and institutional)

And if you're smart, you're going to have a tailored message for EVERY STAKEHOLDER on that list. Same Blockchain, different messaging.

'Next gen Blockchain tokenomics' messaging is not going to work as effectively for enterprise application builders who are more interested in 'transparency and security'. And there's a need to balance the requirement to drive investment towards your network, while providing differentiated functionality and ease-of-use for retro-fitting existing apps. Increasingly I find myself talking about 'digital transformation' when it comes to Blockchain technology. If we can't get thousands of companies around the world to 'plug in' decentralised technology and have rapid impact, we're not going to deliver value that makes the business case for change.

So spare a thought for Web3 marketeers and growth hackers. It's a very broad audience to address, each with their own nuances, objectives and business case. It's never 'one token fits all'... Check out the full article and FABULOUS video from Salvatore Macaro here.

??? NFTs Are STILL Misunderstood

What do you think of when someone says 'NFT'?

Monkey pictures? Or is it more than that? (Hint: It's more. Much more)...

It's been a big week for 'tokenisation'... Announcements related to creating digital, tradeable assets from Russian Real Estate and Loyalty Points to Pokemon Cards!...

NFTs (Non-Fungible Tokens on a Blockchain) is the term used for the representation of an asset and its ownership (could be a digital thing, like a coin, or a ticket; or a physical thing like a hoodie - although beware, digital twins of physical items are much harder to assure authenticity for). NFTs are not just blockchain-tradeable profile images. Although that particular use case captured the imagination (and savings!) of many.

So we tried a thought experiment and asked the community take a look at the infographic above. It's not a perfect classification of all-things tokens. It's more of a mind map. But stick with me... We asked what's the ONE use case or term on this infographic that you're most drawn to? Check out what people said and the original post here.

?? McKinsey Does Tokens!

麦肯锡 may have taken some heat from John Oliver this week, but in Web3 they're dishing out some fresh content in this short 5-pager on tokenisation:

As we've already covered, not every token on a blockchain is a picture of a monkey… BUT all digital assets that are represented on a blockchain have been tokenised…

Still confused? Don’t worry. Many still are. In fact, Web3 has not done a great job of explaining the role of digital assets, tokens and smart contracts to the general or business public. Even these terms are non-intuitive.

So let the good people at McKinsey help you out on this one. In 5 short pages, they cover:

- What is Web3

- Benefits of tokenisation

- How assets get tokenised

- What is needed for further adoption of tokenisation and digital assets

This is probably the shortest reading I’ve given you guys in a while, so on your lunch break, grab 10mins and level up on tokenisation. This is important… Check out the report and the full post here.

?? Searching For The Killer Tokenisation Use Case

Want more token content? Well, here you go. This week's Friday Poll looked into what the community thought would be the 'break out' use cases for tokenisation of assets.

You can tokenise the ownership or almost anything. Maybe literally anything (although the assurance needed for physical items is a LOT harder to implement) because we want:

- Faster trading, 24/7

- Access to capital investment

- Franctionalisation of high value things

- Transparency

- Automation

Etc.

Check out the original post as well as the community's suggestions on the use cases for NFTs that will help everyone understand the potential for tokenisation beyond ‘Art’.

?? Midnight Origins

It's been 6 months with the Midnight team, and you can feel the progress and excitement as we get closer to launching our devnet to a select group of users. So while we wait for the launch, let's go back to this video from IOG Founder and CEO Charles Hoskinson, who explains the origins and rationale behind our ground-breaking data protection Blockchain.

We've upgraded the branding, and brought some amazing talent into the team. And we're still hiring (more on this below)! So remember to sign up to Midnight's socials on LinkedIn and Twitter for all the latest news.

You can watch the video on the Midnight channel here.

?? This is What a Bear Market Feels Like

Finally, this week's viral video comes from some crazy balance board nonsense from Asia where there are some strong parallels with HODLing.

There are some important life lessons included in the original post also about what happens to the Blockchain Community during a Bear... Check it out here.

?????? Midnight Is STILL Hiring!

The team at Midnight is growing fast. We're looking for experienced and passionate team members across Engineering, Product, Developer Relations, Marketing, Operations and more...

Check out all our open roles here. At this time we can only hire candidates located in the UK or the US. Although we hope to be able to expand beyond this in 2024.

?? More Midnight on the Blockchain Won't Save the World Podcast with Maurício Magaldi

It's always a blast when we get Mauricio on the show. He's got amazing product knowledge, great energy and he gives as much detail as he can on what we're building with Midnight.

On this LinkedIn Live we discuss:

- Why data remains an underrated issue for individuals and companies

- What do we mean by data protection, and what good looks like

- Why decentralisation can be great for apps, but where major Blockchains have failed in terms of data and metadata protection to-date

- Why Midnight exists today

- What Midnight's technology is all about

- How to get involved in early access to Midnight's devnet

Watch back the show and read the questions and comments from the community here.

?? The Importance of Decentralised Storage w. Ben Golub from Storj on the Blockchain Won't Save the World Podcast

For Web3 and Decentralised Apps (DApps) to reach mainstream, we need a place to store data that isn't just the Blockchain. We need decentralised storage! And Storj has been leading the way since 2014!...

Ben and I have a 'full stack' conversation about how, when and if DApps will ever reach mainstream. Link to the episode is here.

My LinkedIn Profile?(Go click the ?? icon and turn notifications on!)

Blockchain Won't Save the World Podcast

RightClickSaveTheWorld Podcast

5-Hour?Blockchain Growth Training?with Blockchain Training Alliance

30-Min?Short Course: Getting a Job in Web3?with LinkedIn Learning

And if you're wondering if this week's Bitcoin pump, in anticipation of ETFs, means the end of the Bear Market: