I spoke about the shift of "mindshare" in crypto marketing to acquisition and retention at Growth Summit two weeks ago as signaled by @KaitoAI This is a a good and needed shift from last year. Screenshot here from a keynote I did at Kaito's GrowthCon in November 2024 and how we mainly focus on early funnel metrics since products (mainnet/testnet/apps) may not even be live yet: On top of that, "mindshare" is usually only mentioned in context of CT, and doesn't include reddit, youtube, tik tok which I think is also a tide that is changing Now Kaito's new UX is out and it shows the direction they're moving towards: What this means is those who are referring new users, adding liquidity, and/or or using the product earn rewards vs. just yap farming With the added benefit of a connected social graph as well as onchain activity, projects can also "target" those that shown behavior to hold via the NFT / sKAITO / Kaito staking and trading activity There's still a pay-to-play element here and skewed behavior based off incentives, but overall this is the direction we need to move towards collectively More working apps More product that is ≠ token More revenue-focused businesses Reject modernity, embrace tradition