Insights

Field notes on crypto go-to-market

How narrative, distribution, and measurement actually behave in a launch. Written by the operators who run them, not a content desk.

China isn't a region. It's a different internet.
RegionalFeatured
July 2026 · 5 min

China isn't a region. It's a different internet.

A large Mandarin crypto audience is already active on X and Binance Square, in a trading mindset and reachable today. China is a different internet, but the mistake most teams make is not that its doors are closed. It is showing up in English and calling it coverage.

BenjaminBenjamin
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What a crypto marketing retainer actually buysAdvisory

What a crypto marketing retainer actually buys

Ask what a retainer includes and you get a list of posts and calls. Ask what it buys and the room goes quiet. Only the second question tells you whether the money worked, and per-post pricing is built to keep you from asking it.

BenjaminBenjamin· July 2026
Most crypto marketing is rented. Here is how you own it instead.Narrative

Most crypto marketing is rented. Here is how you own it instead.

Paid posts buy you a spike and a silence. A narrative the market repeats keeps working after the invoice clears. The difference is what you build before the campaign, not during it.

AureliaAurelia· June 2026
The launch window is shorter than you thinkLaunch

The launch window is shorter than you think

Teams plan launches like the attention will wait for them. It will not. The market gives you a few days of genuine curiosity, and most of it is spent on things that should have been done weeks earlier.

BenjaminBenjamin· May 2026
Share of voice is the only vanity metric that isn'tMeasurement

Share of voice is the only vanity metric that isn't

Impressions flatter. Followers lie. But share of voice, measured against the projects you actually compete with, tells you whether the market is thinking about you at all.

AureliaAurelia· May 2026
How to enter Korea without burning your budgetRegional

How to enter Korea without burning your budget

Korea is one of the most decisive markets in crypto and one of the easiest to waste money in. The mistake is treating it like a translation problem instead of a trust problem.

BenjaminBenjamin· April 2026
Your founder is your best distribution channelFounder

Your founder is your best distribution channel

Crypto buys conviction from people, not press releases from brands. The founders who understand this out-distribute teams with ten times their budget.

AureliaAurelia· March 2026
Anatomy of a TGE that didn't dumpLaunch

Anatomy of a TGE that didn't dump

The difference between a token that holds and a token that bleeds is rarely the tokenomics. It is who showed up, why, and whether the narrative gave them a reason to stay.

BenjaminBenjamin· February 2026