Who wants to read a long ass post about marketing?! Ok you got it! Here's the brutal truth about why most marketing sucks: everyone's obsessing over tactics when there are only 3 things that actually matter for breakthrough creative work. Here's what I learned working with the best creative directors at ad agencies that have made stuff you actually like: 1. You need a unique point of view, not a unique feature list. The best work combines two existing things in a way nobody expected. Like when we positioned Aleo as "ZK by design" instead of just another layer 1. Or when we positioned money Robinhood about people's relationship with money instead of "democratizing finance." Most brands sound exactly the same because they're describing what they do instead of why they exist. 2. It has to be extremely something. Medium something won't break through. In a world where everyone's shouting, being polite gets you ignored. That's why Liquid Death sells water in beer cans and why the best crypto brands take creative risks that make their legal teams nervous. If your campaign could work for any other brand, it's not extreme enough. 3. You need narrative, not just messaging. I've seen brilliant concepts die because nobody knew how to tell the story. Great campaigns have beginning, middle, and end. They build toward something. Most marketing just throws features at people and hopes something sticks. The crypto industry proves this backwards: everyone's using the same KOL playbook, the same launch video templates, the same "revolutionary" messaging. It's all medium something, and that's why 90% of projects die in obscurity. You don't need to master 100 marketing tactics. You need to nail these 3 fundamentals.