Narrative > Hype
We don’t talk enough about why stories matter. And no, story is not your product, unless you're a memecoin.
In crypto - just like in startups, art, and revolutions - what moves people isn’t the tech. It’s not the product. It’s the narrative wrapped around the product. The reason behind it. The feeling it gives.
If you’ve ever tried to pitch your project and felt like you were just “explaining features,” you’re not alone. But here's the truth: people don’t follow roadmaps - they follow stories.
And not just any stories. They follow ones that feel like movements, or that move them.
Why Narrative Is Your First Layer of Value
Let’s start at the top: Why even bother with narrative building?
Simple. Because it’s your moat in a world of clones. Every week, a dozen projects launch with similar tech, similar jargon, and similar hype mechanics. The only thing that breaks through the noise is meaning.
Good narrative answers questions that matter to humans:
Why does this exist?
Who is it for?
What will the world look like if this works?
If your project is a bet on the future, the narrative is your invitation for others to join that bet. And here's the trick: even if you don’t consciously craft one, people will invent a narrative for you. That’s riskier.
Founders often resist this part. “I’m too early to write a mission.” Or “the product speaks for itself.” But the product can’t speak. You do. So start talking.
Narrative building is not about creating fiction - it’s about finding language that reflects your current truth and future vision, even if some parts are still unfolding.
What the Best Founders Understand: Good Things Take Time
You’re not just shipping features. You’re building culture. You're building your vision of better.
That takes patience. And presence.
A narrative doesn’t snap into place on Day 1. It evolves. It adapts. And most importantly, it absorbs feedback from the people who start believing in you. That’s where the real power is - when your community starts repeating your story better than you can. That's why you have to be there and listen.
So yes, there are frameworks, but think of them as ingredients, not rules.
Building a Crypto Narrative That Hits
Let’s break it down into real, practical components - stuff you can actually use, not philosophical business exercises.
1. Know Your Audience
No project speaks to “everyone.” I repeat it often and everywhere because it's the most common mistake. You need to zoom in:
Crypto Natives: They want to know how you’re breaking the system. They get excited by protocol design, MEV protection, or new consensus models.
Newcomers: Give them clear benefits. Real-world value. “How does this make my life easier?” Avoid jargon and don't force them to learn. Unless absolutely necessary.
Investors: They care about odds. Show them vision, potential market, execution capability, and how you manage risk. Good investors are long-term thinkers, and they know the odds. They want to hear, you know, the odds as well.
Great storytelling shifts depending on who’s listening - but never changes the core.
2. The Core Building Blocks of Narrative
Vision and Mission
No, not “revolutionize finance” or “empower users.” That’s wallpaper.You need human-readable purpose. Something people can picture themselves inside of.
Example: Instead of “Decentralized Data Layer,” say:
“We want to make sure no artist ever loses their work because of platform censorship again.”That’s a future people can imagine and artists can feel the pain of it now.
Problem-Solution Frame
Describe the pain. Make it real. Not just “centralization is bad,” but show the impact. If you don’t know where to start, use something like the Customer Value Map to trace the actual pain points your users face.Unique Value Proposition
Most crypto projects lean on vague UVPs like “community,” “tokenomics,” or “AI + Blockchain.” Don’t be that gal/guy.Ask instead: What do we do better than anyone else?
Then say it in a sentence your mom could understand.That’s your moat. Simple is good. Complicated is bad. Remember, people deep down only care about relationships, wealth, health, fun, and love. Link those in.
Roadmap and Milestones
Even if you don’t know all the steps, sketch the direction. Use tools like hill charts (check this explainer) to show what’s figured out vs. what’s being explored. That makes your words believable.Certainty isn’t trust. Honest direction is.
Mascot or Lore
This one’s optional, but memorable. Complex ideas can be made emotionally sticky through emotional characters. Think about Boundless and their mascot Berry - it’s powerful, yet abstract tech, wrapped in personality. (https://x.com/boundless_xyz)
3. Telling the Story
Make It Human
Don’t just describe product features. Tell us why YOU care. Share the moment you realized this project mattered. Highlight stories from the team, investors, users, or community builders. Every human counts.Use Varied Mediums (if you can service them)
Blogs/Whitepapers – for deep thinkers and explorers.
Short videos/animations – for simplifying and scaling ideas.
Social content – to keep the pulse alive.
AMAs and live calls – to bring the human connection to the surface.
Stay Consistent Across Channels
A tweet, a podcast, your Discord message - they should all echo the same soul, even if the words are different.I am not saying you need to have them all from day one, but as your journey progresses, you'll go from one channel to more. Maybe from X, to TG group, to X community, and YouTube channel. You may end up with Discord, or not.
4. Adapt, Don’t Break
Your story should evolve as you learn. Keep listening to:
Market shifts (tech and regulation)
(read market cycles essay for high-level view)Community feedback (where they resonate vs. where they don’t)
Just like any startup, crypto projects need to pivot - but if your narrative pivots too often, it looks like you’re lost, and fans can't keep up.
The best frame to think about it all the way through:
“Here’s the North Star. We’re figuring out the road. Want to build it with us?”
5. Proof Builds Belief
This is where story meets reality:
Show Real-World Impact: Even if it’s small. A hackathon win. A case study. A working integration. It doesn’t have to be sexy - just real.
Thought Leadership: Put your founders or builders in front of people. Articles, podcasts, talks. Let others hear the way you think.
Transparency: If you’re unsure about something, say so. If something’s delayed, explain why. You earn more by being open than pretending everything’s fine.
Great (Old) Examples to Learn From
Ethereum: Started as “world computer,” pivoted into fueling DeFi, NFTs, DAOs. Now maybe circling back. Each evolution didn’t replace the previous—it layered on top. The narrative matured with the ecosystem.
Filecoin: "Democratize data storage." That’s still their flag. They wrapped a technical use case into a broader movement—and it’s why they’re still relevant.
6. Warning: Don’t Overpromise
Crypto is full of big ideas - but too many die under the weight of their own hype. You don’t need to sound like you’re changing the universe in version 0.1. Don't be a big mouth.
Remember: a believable story is better than a perfect one. Well, it only works if you're in for the long haul. Are you?
In the End, Narrative is Strategy
In crypto, your story is not just marketing.
It is your first product.
It’s the code before the code.
It’s what convinces someone to care before they read your docs or try your wallet.
So slow down. Reflect. Write it out. Test it. Revise it.
Because the best projects don’t just build systems - they build belief. Don't believe me - just look at Kaito. (https://x.com/KaitoAI)
And belief is the rarest asset in this market.
I know that building a story looks esoteric to many, but it should be clearer now. Did it give you perspective needed to write your story better? Shoot me an email or just DM.
Till next time, let's BUILD BETTER!
BFG
Coming Up Next:
I still have draft of the potential underdog themes with opportunities for small, fast-moving Web3 teams, but also more real-life stories about building your first BD motion. One of these is coming 😃
Stay tuned!
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