Building Communities in Web3: Why “Doing Things That Don’t Scale” Matters

Web3 is reshaping the digital landscape, offering a decentralized, open ecosystem where communities are not just ancillary but foundational. Unlike traditional products or services, Web3 projects thrive on collective participation, governance, and ownership, making community building central to their success. But how does one build a thriving community in such an environment? And why are “things that don’t scale” essential for this process?

Why Communities Matter in Web3

The decentralized nature of Web3 democratizes access and participation. This open framework makes community-building not just beneficial but necessary. In Web3:

1. Trust and Adoption: Communities act as validators for projects, creating trust in a trustless environment.
2. Shared Ownership: Members aren’t just users; they’re stakeholders, incentivized to contribute to a project’s success.
3. Network Effects: Decentralized networks grow stronger as communities expand, amplifying their impact.
4. Innovation through Collaboration: Web3 communities often act as co-creators, contributing to open-source projects, proposing governance changes, or identifying new use cases for protocols.

Building a community is about more than technology—it’s about creating a culture that aligns with Web3’s ethos of decentralization, transparency, and inclusivity.

Start with “Unscalable” Actions

Paul Graham’s essay, Do Things That Don’t Scale, offers timeless advice for startups. Early-stage Web3 projects can borrow heavily from this mindset:

1. Manual User Acquisition

Instead of waiting for users to come, go out and recruit them. Airbnb, for example, succeeded because its founders personally engaged with users, even taking professional photos of their listings to improve quality. In Web3, this could mean reaching out to early adopters on crypto forums, hosting personalized onboarding sessions, or inviting key influencers to join your DAO.

2. Over-Engagement with Early Members

Delight your first users. For example, Wufoo sent handwritten thank-you notes to new customers, creating memorable experiences. In a Web3 context, this could be as simple as personalized welcome messages or as elaborate as hosting one-on-one sessions to understand what excites your members.

3. Tailored Experiences

Consider targeting a niche. Facebook started as a Harvard-exclusive platform before expanding. Similarly, Web3 projects could launch within tightly-knit communities like university blockchain clubs or developer hubs before scaling outward.

4. Be Your Own User

In the earliest stages, Web3 founders can “be the community.” Create content, initiate discussions, and actively participate in conversations. If members see founders deeply involved, it sets the tone for the level of engagement expected in the community.

The Nine “Bricks” of Community Building

Drawing from the Brick by Brick framework, here’s how Web3 projects can systematically grow:

1. Audience: Define a well-targeted group. Focus on passionate, reachable individuals who share your vision.
2. Seeding: Populate your community with high-quality content and initial members. Don’t shy away from manually creating posts or facilitating discussions.
3. Engagement: Spark interaction through AMAs, monthly challenges, or “what are you working on” threads.
4. Email and Outreach: Use email to establish direct, ongoing communication. A weekly digest or event reminders can keep your community connected.
5. Promotion: Collaborate with complementary communities and utilize cross-posting strategies to spread the word.
6. Moderation: Set clear rules and guidelines to maintain the community’s tone and culture.
7. Recycling Content: Repurpose community-generated content into blogs, newsletters, or social media posts.
8. Value Creation: Ensure every interaction provides value—whether it’s learning, networking, or earning incentives like tokens.
9. Voice: Develop a unique personality for your community that resonates with its members.

Real-Life Examples of Web3 Community Building

1. Ethereum

Ethereum is a prime example of a community-first approach. From its inception, it relied on a global network of developers, researchers, and enthusiasts to build its ecosystem. Events like ETHGlobal hackathons and Devcon foster collaboration and maintain its vibrant culture.

2. Gitcoin

Gitcoin exemplifies the power of aligning incentives with community growth. Its community is driven by the shared mission of funding public goods, with contributors directly benefiting from their participation.

3. Friends With Benefits (?? why not?)

This social DAO began with an invite-only model, ensuring exclusivity and high engagement. Its members actively contribute to shaping the community’s direction, creating a sense of ownership and belonging.

Overcoming Early Challenges

Fragility of New Communities

As Paul Graham notes, early-stage startups are fragile. The same applies to communities. It’s crucial to focus on quality over quantity, ensuring that early members become advocates. Engage them deeply, seek their feedback, and refine your approach iteratively.

Building Trust

Web3 is often plagued by skepticism due to scams and overpromises. Establishing credibility is essential. Transparency in governance, regular updates, and active conflict resolution are key to building a trustworthy community.

Lessons from “Things That Don’t Scale”

1. Personal Touch Matters: Early actions like personalized onboarding or direct engagement may seem small, but they build a loyal user base.
2. Focus on Quality: A well-curated, exclusive community often attracts more dedicated members than a large but disengaged one.
3. Iterate Rapidly: Use manual processes to identify bottlenecks and pain points, then automate where it makes sense.

Practical Tips for Web3 Community Builders

• Leverage Social Media: Platforms like Twitter, Discord, and Telegram are essential for Web3. Use these tools not just for announcements but for genuine interactions.
• Host Events: Virtual or physical meetups, AMAs, and hackathons foster deeper connections.
• Offer Incentives: Reward contributions with NFTs, tokens, or recognition to motivate participation.
• Encourage Collaboration: Provide channels for members to co-create, whether it’s contributing to code, writing proposals, or moderating forums.

Community Lifecycles and the Importance of Adaptation

Just like products, companies, and even individuals, communities evolve through distinct lifecycle stages, each requiring tailored approaches, tools, and channels. Understanding and aligning with these stages can ensure sustained growth and engagement.

Each stage presents unique challenges and opportunities:

1. Inception: In the early days, the focus is on building trust and exclusivity. This phase often relies on close connections of the founders, one-on-one outreach, and manual seeding of content to create initial momentum. Platforms like Slack or Facebook Groups are commonly used for their simplicity and accessibility.
2. Establishment: As the community grows, it’s critical to formalize strategies and build structured onboarding experiences. This stage emphasizes engaging early contributors, fostering discussions, and ensuring the platform can support growing traffic.
3. Maturity: At this point, the community achieves significant scale, with increased participation from members. Tools for measuring community health and success, such as engagement metrics and visitor-to-contribution ratios, become vital. Licensed or open-source platforms often replace earlier, simpler tools to support the larger audience.
4. Saturation: Engagement tends to plateau, requiring a focus on revitalization. Communities might branch into broader audiences or introduce new initiatives to maintain interest. This phase benefits from tools that support advanced analytics and personalized member journeys, ensuring relevance and value.
5. Mitosis: Mature communities may split into smaller sub-communities based on interests or needs. At this stage, the focus shifts to maintaining cohesion while empowering sub-groups with autonomy. Advanced CRM systems, event tools, and self-governance models are often implemented.

Each stage demands timely identification of the right tools and channels. By proactively addressing the evolving needs of the community, leaders can sustain engagement and foster a vibrant ecosystem that continues to deliver value. Ignoring these lifecycle shifts risks stagnation or disengagement, underscoring the need for ongoing strategy evolution.

Closing Thoughts

Community building in Web3 is a delicate balance of art and science. It requires intentionality, persistence, and a willingness to engage deeply with early members. By embracing the unscalable in the beginning and laying bricks methodically, projects can create ecosystems that not only survive but thrive.

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