Thinking On Paper The Web3 Marketing Playbook - Diego Borgo On The Past, Present & Future Of Blockchain
Let’s be honest. Most Web3 marketing has been a dumpster fire.
Hype over strategy. Jargon over value. Brands pushing NFTs like they’re limited-edition soap.
Diego Borgo saw it from the inside.
He helped shape Web3 strategy for Adidas, Porsche, and Mastercard. And now he’s here to explain why the whole space went sideways — and what smart brands need to do right now to get it back on track.
This isn’t about the metaverse. It’s about not making the same stupid mistakes twice.
Inside:
Why “onboarding” your audience like children was a fatal misstep
What actually works when building community around tech
How to avoid Web2 baggage like fake scarcity and empty engagement
Diego’s “See the Unseen” framework for reading market shifts before they explode
How AI and blockchain actually intersect to create value instead of chaos
What marketers keep getting wrong about trust, decentralization, and culture
This isn’t more Web3 hype. It’s a strategy session from someone who’s been in the trenches with some of the biggest brands in the world.
If you’re a marketer, strategist, or exec trying to build something real with new tech, start here.
Before you ship another roadmap. Before you drop another token. Before you lose the plot.
This is Thinking on Paper. Where tech meets strategy and culture.
Please enjoy the show.
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Follow Diego: https://x.com/don_borgo
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Chapters
(00:00) Disruptors And Curious Minds
(00:35) The Problem With Web3
(01:56) Welcome To The Show Diego Borgo
(02:19) Simplifying Web3 for Your Family
(06:14) Audience Infrastructure in Web3 - What Did Brands Get Wrong?
(09:52) Short-Term vs Long-Term Brand Strategies
(12:31) The Web3 Echo Chamber
(14:53) Meet People Where They Are
(16:56) Web3 On-boarding Is Patronizing
(17:58) Hot Buttons
(19:04) What Has Diego Changed His Mind About Regarding AI
(23:08) Decentralized AI
(28:19) Trust
(30:31) Follow On Question: AI And Blockchain Scaling
(32:54) UBI And Diego's Question For WorldID
(35:11) Backstage After Show
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Full episodes and archives: www.thinkingonpaper.xyz
Watch On YouTube: https://www.youtube.com/@thinkingonpaper/videos
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