, a Web3 marketing agency and product studio and president of Mojito, an NFT commerce suite spun out of Serotonin. This chapter was excerpted fromIt was largely here that, as chief marketing officer of ConsenSys from 2016 to 2019, I had a front-row seat to witness the emergence of Web3 and an important responsibility to tell its story. Marketing wasn’t a common skill set among the core of builders working on early Ethereum.
As a special projects editor working for Huffington, I witnessed the machine for producing online journalism in a digital environment and saw the inner workings of both editorial and the blog. Though some in Web3 are justifiably upset by the shortcomings of Web2 businesses, I’m less interested in criticizing them and more interested in capitalizing on their weakness to outcompete the old models with more creator-friendly alternative solutions.
At the time we referred to the movement as"crypto" but occasionally would use the term Web3 to refer to the larger construct of a web where all kinds of value can be captured and interact frictionlessly, beyond the financial use case of cryptocurrency or blockchain-based tokens such as bitcoin [BTC] and ether [ETH]. Crypto today can be considered a subcategory of Web3 focused on the financial use case.
Amanda Cassatt founded Web3 marketing agency Serotonin after inventing the role of Ethereum's first publicist at ConsenSys. Some of these projects would succeed, while others would disband and send their contributors to work elsewhere within the ConsenSys “mesh,” the name for the morphing collection of people and projects associated with the company. If the saying is true that 90% of startups fail, ConsenSys certainly achieved a far better than average track record. But the success of any individual project was only part of the point.
I spotted the first opportunity to do so almost immediately thanks to Andrew Keys, an early Ethereum evangelist and master salesman who was leading business development. Warm and gregarious, Andrew invited me out for dumplings in Shanghai, where we were attending the second annual DevCon, the yearly meeting of Ethereum developers and enthusiasts hosted by the Ethereum Foundation.
The New York Times, Wall Street Journal, Bloomberg, Reuters and thousands of smaller outlets all published the story at the end of February 2017. Andrew and I had pounded the pavement securing coverage from journalists, explaining Ethereum and the EEA and coordinating press releases and interviews among the member companies, no mean feat with so many corporate communications departments involved. But the plan worked.
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