Nina Suthers
@NinaSuthers
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Marketing/narratives @variantfund // @Safaryclub member // Prev @a16zcrypto & @thisisoutcast
Joined December 2009
The best part of my job at @variantfund? Working with early-stage founders. Marketing at this stage is more important than you think —it drives awareness, hiring, community building, partnerships, and more. But let’s be real: it can also feel overwhelming. So, let’s simplify. 🧵
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If you missed the checklist for marketing a token launch https://t.co/b5xndjlnEL
On go to market: @ninasuthers shares a checklist for marketing a token launch Tokens are easy to launch but hard to launch well. Think in IPO terms: clean messaging, aligned comms, and controlled channels. A practical guide for founders.
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On go to market: @ninasuthers shares a checklist for marketing a token launch Tokens are easy to launch but hard to launch well. Think in IPO terms: clean messaging, aligned comms, and controlled channels. A practical guide for founders.
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2025 Data Trends Report by @AlanaDLevin "was exactly what the market needed this week" couldn't agree more agree @joshcrnls
FULL Interview with Alana Levin, Investment Partner at Variant. – Breaking down the state of crypto – Current opportunities for onchain innovation – Why DEXs are gaining market share over CEXs – Why Alana’s bullish on new onchain asset use cases
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Like what in the actual F! Flashback to 2019 when marketing was a dirty word in crypto. If we want to be taken seriously as an industry, we need all of it: marketers, designers, biz dev, HR, lawyers...
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Best way to evaluate a PR agency: backchannel with reporters. Caught up with a few in NYC last week and they spilled the tea on which crypto agencies actually know their stuff vs the ones spamming emails and TG.
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Sharing @AlanaDLevin @variantfund new report, something she’s been quietly building on nights and weekends for months. My takeaway: look at how far the industry has come despite more than a decade of negative sentiment and regulatory headwinds. Most sectors never survive that
Excited to publish my Crypto Trends Report for 2025! It frames crypto’s growth as a story of 3 compounding s-curves: asset creation, asset accumulation, and asset utilization The report applies this lens across five key thematic areas – macro, stablecoins, centralized
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Proof Of Mullet. Heard that if one deposits 10k in Morpho one can skip the line.
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The best organic growth hack: Accepting there are no hacks It takes time reps consistency taste feedback mistakes curiosity understanding your audience showing up daily
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Someone spin up a one-day market on whether @PaulFrambot and @MerlinEgalite are actually living the full Morpho life. Only acceptable verification: a mullet selfie.
This is called PMF. Product Mullet Fit. People queuing to get a DeFi Mullet.
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who are the best KOL marketing strategists in crypto these days? mapping opinion leaders, building relationships, advocacy, etc - the real deal not bots and pay-for-play shilling accounts
Every founder talks about KOL campaigns. But the idea is nearly 80 years old, and somewhere between pharma and crypto, we lost the plot.
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Original piece
variant.fund
Why Web3 projects should commoditize the complement (the product).
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Foresight by @jessewldn
In 2021 I wrote about Product vs. Protocol in crypto, suggesting that protocols should "commoditize the complement" by giving away the products they build on top, in order to maximize growth and value of the underlying protocol (pocket playbook below) This essay was inspired in
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"New chapter for tokens: own things you use, have that ownership be valuable; build networks bigger, faster because users are economically aligned with growth via the token." @jessewldn
Full 2021 playbook coming to life in 2025:
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this kid is smart, witty, kind and incredibly connected - makes him a perfect variant 💙
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who are the best KOL marketing strategists in crypto these days? mapping opinion leaders, building relationships, advocacy, etc - the real deal not bots and pay-for-play shilling accounts
Every founder talks about KOL campaigns. But the idea is nearly 80 years old, and somewhere between pharma and crypto, we lost the plot.
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@zackseward is it coming to newsstands near us? How can others get their hands on this beauty?
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Use cases in crypto and how we got here. Great writing, stunning design. One of the most beautiful magazines I’ve ever held.
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As I tell everyone I media train in PR: you never have to answer a question—answer what you want. Masterclass:
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For early-stage projects, does media still move the needle in crypto? Yes, when your GTM depends on partnerships/integrations. No, when you’re selling to developers. Maybe, when you’re hiring. TBD for consumers. Founders, keep that in mind when planning your launch. Focus your
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