justin vogel 🦁
@jkey_eth
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co-founder @safaryclub , the leading network + platform for web3 growth leaders |
learn more 👉
Joined December 2021
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I was recently asked what we understood early that made
@safaryclub
the successful community it is today 🦁
10 lessons from building the top web3 growth community🧵👇
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1K
I recently created a personal CRM for all the people I talk to and it's one of the best things I've ever done.
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2K
If you want to succeed in the next 10 years, you need to build a strong network of web3 professionals.
Here's how I became a super connector & how you can too🧵
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1K
We've made DAOs too complicated.
Start small.
Don't start with a token.
Don't do anything web3.
Figure out what the community wants.
Really listen to them.
Apply DAO elements only when absolutely necessary.
Fewer debates, more action.
Just DAO it.
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The best conversations I've had recently were with competitors.
No one understands your vision & perspective better than they do.
Ideas are cheap & pivots are likely, so engage each other.
If you're building web3 growth tools, let's jam 🦁
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We've made web3 communities too complicated.
Start small.
Don't start with a token.
Don't do anything web3.
Figure out what the community wants.
Really listen to them.
Apply web3 elements only when absolutely necessary.
Fewer debates, more action.
Just BUILD it.
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I feel like I’ve 10x’ed my network since entering web3. Anyone else feel that way?
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Web3 moves quickly & communities are no exception.
With member acquisition as quick as churn, thoughtful onboarding is key to building great communities.
First show members how to get value, then establish a habit to help achieve their goals.
FIVE community onboarding tips 👇
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I'm so so blessed to everyone in the web3 growth ecosystem. That's the 700+ web3 growth leaders and tool builders I've build relationships with in just 2 years.
We're in for a very interesting 2024 in the marketing world with the deprecation of 3rd party cookies, AI's effect on…
We're excited to announce that Safary closed a $2.4 million preseed to revolutionize marketing!
What began as an intimate community of web3 growth leaders, is now an entire ecosystem.
Today, Safary Club is a global network of the industry's best: 300 carefully curated growth…
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1/14 What will be larger than web3 gaming?
Decentralized Science.
- Science touches every industry
- Funding models are from the 60s
- Scientists are historically disempowered
Summarizing A Guide to DeSci: The Latest Web3 Movement by
@Shamburgularara
for
@ScribeDAO
⬇️
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Web3 is a global socioeconomic experiment 🌎
Beyond the memes, speculation, & even vibez, there's a growing movement working on our world's most complex problems. 🧵👇
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2022 was an incredible year of growth and resilience for the
@safaryclub
community & team.
I feel immense gratitude for those I learned from and want to share the impact you all had on me.
Here are my memories with 200 people who made my first full year in web3 so special ✨
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Everyone talks about growth loops in
#web3
communities.
Yet few good examples exist.
The holy trinity is an action that provides value for contributors, community, & its partners.
It's even more powerful when no money changes hands.
How
@ScribeDAO
grows ⬇️
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there's a new micro-community "Farhackers😈🦁"
largely consists of
@safaryclub
members + friends
analyzing growth mechanics behind projects
to build the 1st Farcaster growth playbook
drop a comment for the invite👇
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Crypto teams investing in SEO are the only ones you can confidently say are building for the long-term 😅
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1/10
#CryptoVC
is murky to outsiders.
New funds pop up all the time.
Rounds close at lightning speed.
Some founders now avoid VCs, aiming for networks of angels or
#DAOs
.
Summary of Crypto Venture Capital: A Bird’s Eye View by
@cryptovcdylan
of
@BlockchainAG
for
@ScribeDAO
⬇️
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The market for top growth talent is hotter every day 🔥
Berachain is ready to spend up to $1M/year on their marketing lead
Bullish on teams investing in sustainable growth 🐻⛓️
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Just crossed 10,000 LinkedIn followers 🥹
Up 5x since starting
@Safaryclub
🦁, but I've truly 20x'ed my network since then.
According to my personal CRM, I've built 1on1 relationships with 900+ new web3 growth leaders, builders, & VCs in the past 2 years.
Looking forward to…
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the demand for growth leaders is the highest I've ever seen it as teams gear up for this bull market
multiple Safary members told me they launched their job search and were hired within the week
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seeing more web3 growth events at ethcc than any conference to date!
(+
@safaryclub
is doing something special 🦁)
who am I seeing there? 🇫🇷
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The best web3 founders have new superpowers 🚀
I spoke with 400+ web3 founders, operators, & investors about the exceptional challenges they face.
Here's my top 10 takes for picking winners in web3 🧵
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Looks like
@BoysClubCrypto
is experimenting with a new ad format. Feels very native, like a brand partnership.
Check it out:
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The best people to ask for investor intros are founders who raised recently.
Why?
Because they haven’t disappointed their investors yet 😂
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1/10 ✨Community✨ is just "X with friends"
So what's your X?
Learning? Building? Investing?
A thread on finding purpose & belonging in web3 🧵
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you asked for the web3 growth event alpha 🦁
here's where I'll be at ethcc 🇫🇷👇
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It's hard not to be bullish on web3 when heads of growth from 50+ web3 companies join forces to grow the industry
Together we'll rise 🐦🔥
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@Safaryclub
1️⃣ We learned early that...
- most communities were just *audiences* — members didn't know or provide each other value
- acquisition is easy, but engagement & retention are hard
- text-based communities are a pain to moderate
- open communities are susceptible to bad actors
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1/15
#Web3
needs a new growth playbook.
There's no App Store, most users are pseudonymous, & no way to contact them.
Web3 growth will be defined by integrations, community, liquidity mining, & tokenomics.
A summary of The Web3 Growth Playbook by
@lattice_fund
for
@ScribeDAO
⬇️
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My biggest growth hack is to just do the opposite of what I see:
large & open community → small & closed
text-based discord → audio-based
happy hours at conferences → morning meetups
huge IRL events → small, curated groups
sales & bd → give value upfront
So far, so good 🤗
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Over the last 6 months, I've spoken daily with a community of the top 200 web3 growth leaders via
@safaryclub
.
The way companies grow is changing. Many won't be prepared.
Yesterday, I made two predictions on web2 growth.
Here's 2️⃣ predictions on web3 growth 🧵
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Ok Twitter, I guess I’ll just be at Eth Denver forever 🤦🏻♂️
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1/11 We Used
@Coordinape
To Pay Our DAO: Here’s What We Found by
@nelsontjordan
of
@daomastersxyz
tldr: What if instead of bounties and salaries, your
#DAO
voted on how much contributors should be paid? Enter: a playbook to determine equitable pay.
A summary for
@scribeDAO
⬇️
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Every new batch is a labor of love for me.
That's how community building should be.
Applications for Safary Batch 7 close in 4 days! 🦁
Safary's doors are now OPEN 🏰🦁
This is your chance to join the most powerful growth network in crypto.
Every 6 months we admit 80 of the very best growth leaders from around the world.
Last batch, nearly 1,000 applied.
Batch 7 applications close this Sunday, April 14.…
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1/12 Why do DAOs struggle to onboard contributors?
Not everyone in your Discord is in your DAO, nor should they be.
Some want to participate casually, others want to be full-time.
A summary of Rethinking the DAO contributor Funnel by
@singularityhack
for
@ScribeDAO
@SafaryDAO
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There were more community referrals for
@Safaryclub
Batch 7 than any batch previously (100+). And there are actually TOO many qualified applicants 🤯
80 slots in the batch. 110 already a "yes," but still have 400+ apps to review
What did we do 👀
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Many of you know me as the creator of Safary, a community of the top growth leaders in web3.
I’m launching a new community experiment, this time for the real world. If you’re in San Francisco, read on 👇
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The biggest challenge for web3 communities is engagement.
Attention is short. And there are always hot new projects.
So what can growth leaders do?
Ask. Experiment. Iterate. Repeat.
You need to consistently develop new community experiences.
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@Safaryclub
@Ledger
@CoinMarketCap
@unstoppableweb
6️⃣ We offer 1on1 onboarding calls to every new member (🆕)
We were inspired by
@jeffkauffmanjr
who did 700+ 1on1 onboarding calls with JUMP members in the past year.
We spoke to 60+ web3 growth leaders in <2 weeks when we onboarded Batch 3. Huge value add 🔥
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I had a GREAT time at the Game Developer Conference last week, but there was one feeling I just couldn't shake:
The incentives to make web3 games just aren't there.
🧵
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I don't know who needs to hear this but a 100K-person Discord server is not a community.
Community has always been about who, not how many.
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@Safaryclub
2️⃣ We made Safary a closed community.
- We didn't fool ourselves into thinking size mattered. Audiences are about how many, while communities are about who.
- Closed means members have something to lose. We've never had a problem with scammers or excessive shilling.
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GM 🦁 Today I’m grateful for the 400+ web3 builders, operators, & investors I’ve met this year. I’ve learned so much from your stories!
I’m also thankful for the
@Safaryclub
community. You each give me so much energy and inspiration. You are my forever home in web3.
Thank You🧡
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1/13 Growth is more important than ever in
#web3
.
As investors pour big money into web3, expectations are high.
Web3 companies are rushing to hire growth experts.
So how do you grow your web3 community / product?
A 🧵 of my growth threads for
@ScribeDAO
&
@SafaryDAO
⬇️
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Community will replace lifecycle marketing.
Content once kept consumers engaged. Now we're over-saturated with content and AI will be its breaking point.
Consumers are seeking new ways to engage with brands.
Brands driving peer-to-peer experiences will drive long-term loyalty.
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AI is changing marketing 🤯
But not in the way you think.
The biggest use case is repurposing content across channels.
Each channel has a different tone & content structure - it's plagued marketers for years.
Here's 🔟 ways to repurpose content with AI 🧵
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Hot take: the way you're doing growth & marketing right now isn't effective because the world has changed.
The efficacy of ads, email marketing, and more are declining.
So how do you grow a company now?
4 predictions for growth in web3 & beyond 🧵
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The first Farhackers growth playbook just dropped to members! 😈
Together, we analyzed the growth strategies behind 20+ Farcaster projects.
Want to see if for yourself? 👀
See you on Warpcast:
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I feel like I’ve at least 5x’ed my network since entering web3.
Anyone else feel that way?
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Safary is no longer a well kept secret, not sure whether to be proud or terrified 🥺
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1/9 Most DAO treasuries hold 90% in their native token.
This shows conviction in their future, yet poses risks.
DAOs must diversify treasuries via community-run partnerships.
Summarizing DAO Strategic Partnerships by
@0xjosh_
&
@DMSchlabach
of
@llamacommunity_
for
@ScribeDAO
👇
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7
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What will bring the mainstream to web3?
Mobile-native web3 apps.
Mobile made the internet more social & easy to use.
Gatekeepers like Apple are limiting progress.
But the landscape is rapidly changing.
Summarizing Web3’s Mobile Moment by
@gaby_goldberg
⬇️
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@Safaryclub
@Ledger
@CoinMarketCap
@unstoppableweb
@jeffkauffmanjr
That's all for today!
If you want to learn more about community building:
Follow me
@jkey_eth
🦁
And if you liked this thread...
Please scroll up to the top and retweet — it really helps!
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The more time I spend with fellow founders, the more I realize that the line between success and failure is so slim.
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They say reaching your first 1,000 followers is the hardest. It took me 90 days of tweeting. Every message, like, retweet, and follow kept me going. That's all of you. I'm forever grateful. Now onto the next milestone 🦁
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super stoked to share the next generation of innovative growth companies with you all! 🔥
The next edition of the Web3 Growth Landscape is coming soon!
This year we'll include a post-mortem on the first wave of web3 growth companies (2022-2023).
If we've learned anything from these pioneering builders, it's this:
"You can be right about where the world is headed in…
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There's no greater feeling than seeing someone enjoy what you created, whether it's a community, product, or meal. It's a labor of love. Cherish it.
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@Safaryclub
🦁 Real quick, what's
@safaryclub
?
Who: A community of world-class web3 growth leaders & community builders from 250+ web3 projects.
Mission: Build the web3 growth playbook together
Vision: Make web3 growth collaborative
Let's continue👇
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Until today I never made the connection between my work as a community organizer (activism) and the community I'm building in web3
We're not just building communities, we're building movements
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7/13 DAO tooling is still evolving.
The most recognized tools are:
Digital asset management:
@gnosisSafe
Treasury management:
@parcelHQ
Token creation:
@CoinviseCo
On-chain voting:
@voteWithTally
Decentralized compensation:
@coordinape
DAO project management:
@getpuzzle
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40+
@safaryclub
members are now active on Farcaster 🦁
there are more & more cool growth experiments happening there everyday!
find us there:
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I don't know who needs to hear this but getting 50K+ followers will not make your project a success.
People are spending way too much money on influencer marketing that generates zero substance.
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I've now tweeted daily for 100 days. Most days, I don't feel confident enough to write.
On New Years 2019, I vowed to start writing. I wrote 0 in 2020. In 2021, I wrote an article & never published it.
The hardest part is starting. It's paralyzing. If you need a nudge, DM me 😊
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The most interesting thing I've seen from talking to hundreds of growth teams is that the strategies they deploy change so quickly.
One month everyone is doing quests. The next month it's affiliates, the next month something else.
Each strategy captures a moment in time. Oh…
Crypto marketing channels ebb and flow, mirroring the macro cycles of the industry.
From the surge of quests to skepticism of their efficacy, to the rise and subsequent decline of ambassador programs, and the fleeting focus on SocialFi.
Now, as the tides turn yet again, we're…
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27
The most underrated skill for web3 teams?
Content.
As a founder, I'm constantly generating content:
- In-product copy & videos
- CT threads for personal & company Twitters
- LinkedIn posts for the web3 curious
- Text & audio in Discord community
- Decks & articles
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Every brand wants to build a community until they start building one.
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1/23 How do you go-to-market in web3?
Web2 & web3 orgs differ on goals, growth, & success metrics.
You start with a clear purpose, grow community around that purpose, & match incentives accordingly.
Summarizing GTM in Web3 by
@meigga
of
@a16z
for
@ScribeDAO
&
@SafaryDAO
👇
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8
29
Let's reject the archetype of the asshole-genius founder in web3.
Strive to work with genuine people. The future is built in our image.
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2
28
Web3 B2B companies are all focused on the same thing right now: user interviews & finding design partners.
Few realize the best way to achieve both is by creating a community of their target persona.
Teams with communities + products are differentiated & destined to win.
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4
29
Web3 is converting communities into economies. People are willing to help. Deep friendships are made. But authentic participation can be difficult with $ floating around.
We need to push web3 narratives that are about more than $. Only then can we build a more equitable future.
4
3
29
Community is SO back in 2024 — but not in the way you think.
We're not seeing a revival of 100K-member Discord communities like in '21/'22.
Where community & vibes were the product.
That was short-lived. Price down? 📉 the "product" is no more.
It was the right idea, but…
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0
29
ETH Denver '22 was my first crypto conference and I only met one growth leader the entire time.
This year was a completely different vibe ✨
I met so many awesome growth leaders! 🦁
❄️ Denver's first web3 growth mixer was a BLAST 🎉
50+ web3 growth leaders came out to share their web3 growth strategies and network!
⚡The energy was electric⚡
Stay tuned for web3 growth events around the world👀
We're just getting started 🦁
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1
27
Web3 B2B companies are all focused on the same thing right now: user interviews & finding design partners.
Few realize the best way to achieve both is by creating a community of their target persona.
Teams with communities + products are differentiated & destined to win.
0
5
27
6/14 BioTech is the largest field in DeSci with DAOs including:
Decentralized Biotech protocol:
@Molecule_dao
Longevity research funding:
@vita_dao
Phage research:
@phagedirectory
Psychedelics x mental health:
@PsyDAO_
Community-run lab services:
@lab_dao
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@Safaryclub
4️⃣ We stayed small to refine our value proposition.
Safary started with 40 members: top growth leaders from
@Ledger
,
@CoinMarketCap
,
@Unstoppableweb
, & more.
We scaled slowly to maintain engagement & vibes.
5 months later, we're 200 members (15% accepted).
1
1
25
Your web3 competition isn’t the one taking market share from you.
It’s web2 mindsets keeping your prospective users in the past.
0
7
25
@Safaryclub
@Ledger
@CoinMarketCap
@unstoppableweb
@jeffkauffmanjr
7️⃣ We match every new member for a 1on1 upon joining.
We want Safary members to be as interconnected as possible.
We hypothesize that if a new member meets & gets value from us + 1 member, they're likely to trust the value of the network.
1
1
26
@Safaryclub
@Ledger
@CoinMarketCap
@unstoppableweb
5️⃣ We onboard members via a batching strategy.
New members join in groups at the same time with the same expectations & excitement. We make it an experience.
Amazing onboarding is key to great community building.
Each batch is also a chance to experiment with something new.
1
3
27
@Safaryclub
3️⃣ We defined community segments to identify the right members.
Community building is like product building. If you narrow down your segments, you can deliver a compelling value prop for them.
We started with 2 segments: web3 founders & growth leaders.
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2
26
What's the secret to growing your Twitter following?
Consistency.
You show up.
You build authentically.
You experiment.
You do it every single day.
Even today.
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1
27
sometimes feels like my life mission is to introduce good people to each other so they can do good things together
(that's community!) 🦁
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0
27
TFW you search the events for SF Tech Week and they're all for AI.
Oh how quickly the tourists move on...
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Safary's community strategy mimics that of a luxury fashion brand.
Unique, seasonal experiences (batches) that generate excitement. There's always something new on the horizon.
Safary's batches bring longevity into hype cycles, giving everyone something to look forward to ✨
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25
The fun thing about having an emoji in your company name (“Safary 🦁”) is that it often breaks mass outbound campaigns… making it very clear what’s personalized and what’s not.
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1/13 Surging
#DAO
popularity comes with growing pains.
DAO tooling is still nascent.
Incentives remain opaque.
Onboarding & educating members is a struggle.
Competition for top talent is persistent.
Summarizing DAO Contributor Challenges by
@voteWithTally
for
@ScribeDAO
⬇️
1
8
25
Raise your hand if you're a bear market builder, the community is here for you 🙌
7
1
26
Ever noticed how VCs always ask how you're doing or what your status is? I recently tested asking how investors were doing in response and got nearly zero response rate - what do we make of this? 😂
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Increasingly hearing from web3 growth leaders who are struggling to get their leadership teams to understand how web3 growth is different from web2 growth.
Even within web3 companies, we need to continuously educate everyone on how things are different in web3.
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Web3 creates a level of transparency the world has never seen before. Company revenue, users, customers, and transactions are public for the first time.
Data is now open, composable, and compounding. This new data ecosystem is fundamentally changing the way companies grow.
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2
26
I'm increasingly amazed by what I can accomplish with chatgpt on the design side
Today I transformed this image:
into this one a few prompts later:
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0
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Writing is the best way to dive into web3.
There's no barrier to entry.
And many ways to produce value.
Curate. Summarize. Write. Repeat.
You'll be an expert before you know it.
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5
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@Safaryclub
@Ledger
@CoinMarketCap
@unstoppableweb
@jeffkauffmanjr
8️⃣ We optimize for engagement.
We default to audio over text. We host weekly calls on web3 growth case studies & advanced growth topics.
Members tell us it's the highest leverage hour of their week.
Calls are a ritual (same time, weekly) that bring members back & reduce churn.
1
2
24
I couldn't be more excited to co-host season 1 with the infamous
@Quinn2992
, co-founder of Superfine and former VP of Growth at Sky Mavis! 🦁
This is really long overdue:
We're launching a podcast!
But not just any podcast... 🧵
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4
23
web3 founders have gone through distinct phases:
H2'21: sell the dream
H1'22: make cool things
H2'22: grow sustainably
H1'23: earn revenue
predictions for H2'23?
8
0
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Personal brands are becoming stronger distribution channels than company brands.
They're human, and thus more trustworthy.
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