Web3 CMO Stories The Crypto Storytelling Problem: Tales from Four Continents | S5 E38
The crypto industry has a storytelling problem. Despite its revolutionary potential, most crypto projects struggle to connect with mainstream audiences because they've created an insular world of jargon, acronyms, and narratives that actively exclude outsiders.
"I've been in a lot of different industries – social impact, investment, technology, healthcare – and I've never been in an industry where narrative mattered more than crypto," explains Stephany Zoo, Head of Ecosystem at Caladan and a veteran crypto marketer since 2014. Drawing from her experience across four continents, Stephany reveals how cultural contexts profoundly shape crypto adoption, from Vietnam's surprisingly high 30% adoption rate (driven by distrust in traditional financial products) to the interplay between regulatory environments in different regions.
The disconnect between crypto projects and mainstream users runs deeper than many realize. While companies like Robinhood are successfully bringing their existing users into crypto, the reverse rarely happens. Crypto marketers have created barriers through excessive technical language and a focus on what makes crypto different rather than relatable. "So much of the storytelling we've seen recently positions crypto as this unique thing that's redoing or undoing what the financial world has done previously," Stephanie notes. "You can't have an entire industry that stands by itself."
This marketing challenge extends to how founders approach growth. Too often, they chase vanity metrics – Twitter followers, conference appearances, impression counts – while neglecting the fundamentals of positioning, messaging, and conversion metrics that actually drive business. The result? Unsustainable hype cycles that quickly fade instead of building lasting value.
For marketers navigating this space, Stephany offers practical wisdom: return to marketing basics like user segmentation and channel strategy, focus on clear messaging consistency across all platforms, and tell stories that connect crypto to everyday experiences rather than isolating it as something alien. As the industry matures and institutional adoption grows, communicating crypto's internal culture to the outside world responsibly becomes increasingly critical.
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This episode was recorded through a Descript call on September 5, 2025. Read the blog article and show notes here: https://webdrie.net/the-crypto-storytelling-problem-tales-from-four-continents/