Coinbound, a crypto marketing agency, in 2018. Within a year, the market I’d built a company to serve had shed most of its value. Besides, most of the people in it had gone quiet.
The projects I was working with then split into two camps almost immediately. One camp treated marketing like a switch you flip on when the chart is green and off when it’s red. The other camp kept talking to their users through a stretch when there was nothing exciting to announce, no price movement to celebrate, and no obvious reason to spend money on distribution.
Almost everyone in the first camp is gone. A good number of the second camp are still operating. A few of them are names you’d recognize without me telling you who they are.
Two full bear cycles later (2018 and 2022), the pattern has repeated with enough consistency. I’ve stopped calling it luck. The companies that make it through tend to run the same marketing stack. The tools and budgets differ, but the underlying structu
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