TWCC

[maīkerυ @maikeruxbt]

nigeria is a massive market for goodness sake!

africa is an even bigger one

i honestly don’t understand why so many nigerian founders seem eager to skip over the people right in front of them in pursuit of becoming “global”

if you can’t build something that meaningfully improves the lives of nigerians and africans in general, what makes you think the rest of the world will suddenly embrace it?

the irony is that the companies we call global today didn’t become global because they started by chasing the world

they became global because they solved a painful problem for a specific group of people so well that the product naturally spread

idk how this has to be said for it to stick to your heads

start with the smallest viable audience (start locally), obsess over them, understand their frustrations and build something (a solution) they genuinely cannot live without

if the solution is truly valuable, people will talk about it

it will spread!

instead, what we keep seeing is nigerian founders trying to convince us they’re building the future while the present is still broken

what future exactly?

every other week there’s another new crypto payments product, another “global revolutionary fintech,” yet the same complaints keep appearing time and time again

it’s extremely sad!

instead of obsessing over global expansion, why not obsess over the success of your local people?

why not obsess over making sure the nigerian freelancer gets paid without anxiety?

why not obsess over helping the small business owner move money seamlessly?

why not obsess over ensuring creators, remote workers, exporters, merchants, and everyday users can confidently rely on your product?

like why not?

if nigerians can’t confidently point to whatever you’re building and say, “this product changed how i work for the better”… “this product made my life easier”… “this product helped me grow,” then what exactly is your definition of impact?

nigeria has over 200 million people!

africa has over a billion

why are we acting like these markets are too small to build enduring companies?

If you solve a real problem here (deeply, consistently, and better) than anyone else, you won’t need to force global adoption

people will carry your product across borders because meaningful products are worth sharing!

idk what else to say about this

but all i can say is that there’s more than enough room for “better”

the ball is in your court

selah

[maīkerυ @maikeruxbt]

ctng you got a mail

ensure to go through it patiently

(you can choose to have cookies by the side)

enjoy ↓

[maīkerυ @maikeruxbt]

honestly, there are so many things wrong with it
(if not everything)

first things first

a passenger that’ll eventually come across this would be like

“i don’t really give a f**k about this”

seeing “our” and “NAHCO’s” everywhere would literally make them more uninterested

i mean if you look at it, the entire paragraph is about NAHCO patting itself on the back which has nothing to do with the people they serve

passengers don’t really care about NAHCO’s leadership or commitment

what they truly care about is their own safety, comfort and peace of mind

they wanna know what’s in for them

there is zero mention of the actual outcome for the passenger

be it reduced germs, lower chance of getting sick, being able to relax and breathe easier, etc

what i see there are just classic empty claims

no specificity and emotional reassurance

the headline is another issue on its own lol

“RELIABLE AIRCRAFT DISINFECTION”

it’s just functional and boring

no customer promise attached

(simply irrelevant)

it also uses the somewhat clinical/harsh word “disinfection” instead of something more reassuring like “sanitized,” “thoroughly cleaned,” or “protected”

all in all, a great copy makes the customer the hero, not the company

this copy makes NAHCO the hero and that’s a very common (and expensive) mistake

i came up with an alternative direction that shifts the focus back to the passenger (the true hero)

⬇️

[maīkerυ @maikeruxbt]

like why would you?

ignoring behavioral science in marketing is actually crazy

- ve results are likely guaranteed

[maīkerυ @maikeruxbt]

if crypto is meant to solve real problems, then events shouldn’t just be industry gatherings, they should be public entry points

experiences where everyday people can actually see, feel, and understand what’s being built and how it impacts their lives

this idea reshapes how events are perceived and adopted, and it’s exactly the kinda transformation the space needs right now

specifically for @SolanaFndn, there’s a gift for you attached to this note in the quoted tweet below

definitely worth checking out!

[maīkerυ @maikeruxbt]

why do people choose one thing over another?

why are people willing to go the extra mile for a particular brand?

the answer is somewhere between identity and differentiation, and the gap between those two factors is where strong brands are built

if you truly wanna understand how to create something people don’t just buy into, but genuinely choose and identify with, i wrote about the psychology of tribes, belonging, and brand loyalty

(grab your popcorn and caprisun)

link in the comments ↓

[maīkerυ @maikeruxbt]

a society rarely becomes what it aspires to

it becomes what it repeatedly sees

when corruption, helplessness, dysfunction, and hopelessness are repeatedly normalized through media, people stop seeing them as problems and start seeing them as reality

the stories we normalize today become the realities we tolerate tomorrow

but media can do the opposite too

it can create hope, reinforce better expectations, and remind people that change is possible

this article is a beautiful masterpiece by my brother in marketing, psychology and be-sci @0x_Timi, and it explores how familiarity, belief, and media influence shape collective reality and how we can begin to reshape it intentionally

worth every bit of your time!

(check the comments)🔻

[maīkerυ @maikeruxbt]

i think we spend too much time communicating what we do or what we've done, and not enough time communicating how we think

don’t get me wrong

what you do or you've done matters

your cv, portfolio, and track records

they all matter

but all of those things are ultimately dependent on something deeper which is how you think

over the past few days, i’ve had conversations with a couple of founders

they'd tell me what they were building and then ask

"what are your thoughts on this?"

the interesting thing is that they weren't asking because of a title on my profile

they were asking because they had seen some observations i’d made previously, resonated with them, saw the solutions i suggested, and wanted more

that got me thinking

maybe people aren't as interested in what you've done as they are in how you think

because what you've done only tells us about the past

how you think tells us about the future

think about this instance for a sec

when someone is hiring you, partnering with you, investing in you, or bringing you into a project, they're not just looking at your previous wins

they're trying to answer a different question:

"can this person help us move forward from where we are today?"

we know you've done amazing things before and that’s okay

what we’re more interested in is:

“can you still do it?”

“can you do it now?”

“can you do it better?”

a funny example just came to mind lol

imagine someone who is currently insane

(like a madman or woman)

before they lost their mind, they may have been brilliant

they may have built businesses, solved difficult problems, created value, and done remarkable things

all those achievements still happened

the track record still exists

but in their current state, can they provide the same value?

obviously not

that example seems extreme, but it highlights something important which is

your past performance is just evidence and your current thinking is capability

and i think this ties into behavioral science too

a lot of what we use to evaluate people are signals

(degrees, awards, job titles, portfolios, previous successes)

they're all signals because they're easier to observe than someone's actual thinking process

but the moment people can observe how you think in real time, the signal becomes less important

they get to see the engine behind the outcomes

the observations, reasoning, pattern recognition, judgment and problem solving process

that's the thing they're actually buying into

which is why i increasingly believe that communicating how you think may be more valuable than constantly communicating your accomplishments

because accomplishments tell people where you've been

how you think tells people where you can take them

and in a world where everyone can list achievements, the ability to think clearly, see what others miss, and articulate it well may be one of the strongest signals you can put into the world

[maīkerυ @maikeruxbt]

the actual point of what these terror groups do and why they do it is plainly psychological

prolly to send a message, destabilize their victim’s sense of control, instill fear, prove capability, inspire followers

and they can’t do any of that if they stay silent

they’d lose the entire leverage

same thing with these hackers

if they quietly steal your data, drain your portfolio and you never know it was them, they get no signal, no reputational asset in their network of fellow hackers, and no proof they’re worth hiring or following

(cause ofc there are other founders and industry leaders who hire them to do these vile things)

another thing is that the law enforcement folks will eventually try to figure out who did it anyway so it’s better for them to control the narrative themselves than have false attribution assigned

they can actually reduce the risk by claiming it and controlling the story around it

all in all
i believe it’s a game of status and dominance

“i am HIM and you are?” lol

[maīkerυ @maikeruxbt]

the biggest problem with marketing in our industry today is people’s flawed foundational orientation and understanding of what marketing truly is

a lotta folks need to swallow their pride and go back to the basics, for goodness’ sake

it’s not gonna kill anyone if they can just relearn the fundamentals and embrace the true nature of this work

we can do better

way better!

[maīkerυ @maikeruxbt]

bro literally applied behavioral science to redesign his app’s onboarding from a short 20 screen flow (3% trial conversion) to a juicy 10–15 minute experience that achieved 15% conversion

(a 5× increase)

by leveraging loss aversion, the IKEA effect, personalization, and strategic “aha” moments, the users invested significant time reflecting on their needs and effectively sold themselves on the product as a core solution

beautiful w!

[maīkerυ @maikeruxbt]

you can literally learn a lot about people by watching what they do and when you find someone adopting your cause, adopt them back

when you find someone eager to talk about what you do, give them something worth talking about

when you find people curious about crypto but overwhelmed by the jargons and shenanigans in the industry, bless them with the gift of simplicity and clarity through great products and services

we have the levers to treat different people differently

we can see who needs what and meet them there

but here’s the weight of it

we could use these same levers to manipulate just as easily

so the choice matters

in fact, the choice is everything

we’ll need to watch and listen to figure out what to offer and who to offer it to

not everyone gets the same message, not everyone needs the same thing, and if you’re paying attention you’ll know the difference

as Seth Godin would say:
“you can’t be seen until you learn to see”

[maīkerυ @maikeruxbt]

the war on slop & mediocre products just got declared!

who’s enlisting?

check the qt’d post for more details… or keep scrolling

your choice

[Timii🩶 @0x_Timi]

Special Announcement! 📣

Only stop scrolling if you want to know - if not, you’re free to scroll past.

The mission:
War on slop & mediocre products!

An initiative to support founders & teams worth going all out for!

Full details ⬇️:

[maīkerυ @maikeruxbt]

in addy to people like us then :))

[maīkerυ @maikeruxbt]

a lotta lazy marketers behave as though people are programmable beeep boopers (machines)

they aren’t

human beings are remarkably resistant to being educated against their will

which is why the true job of marketing isn’t persuasion in the aggressive sense

it’s the art of aligning yourself with desires people already possess and making a new behaviour feel emotionally rewarding rather than externally imposed

you don’t force adoption

it happens when the psychological cost of change is reduced

marketing at its best rarely creates desire from nothing

instead, it notices an existing desire, gives it language, social proof, and momentum, then allows people to convince themselves

which, incidentally, is the only kinda persuasion that reliably works

[maīkerυ @maikeruxbt]

there’s literally no such thing as mandatory education and it’s almost impossible to teach people against their will

i believe you know this popular nigerian statement in pidgin

“na wetin dey my mind i go still do”

that dictates the decision of every human being, be it in pidgin or not

so yeah, you shouldn’t force it

rather, you can make use of an alternative, which is voluntary education, and that involves gaining enrollment

we ask people to eagerly lend us their attention

the promise that it’s worth their effort because, in exchange, they’re gonna get the insight or forward motion they want

enrollment is what you need to earn permission to engage and it’s the first step on a journey where you learn from the user and he or she learns from you

it’s mutual, consensual and often leads to change

the lazy marketers try to buy enrollment with promotions, giveaways and other incentives

the best marketers on the other hand earn enrollment by seeking people who truly want the change being offered and they do it by connecting them to others who want the change as well

and that change is precisely what we marketers seek

[maīkerυ @maikeruxbt]

the best ideas in marketing always look completely bonkers until they suddenly don’t

this proves that psychological insights often outperforms the pure rational ones

so when next your sane, logical, spreadsheet-approved solution has already been tried a dozen times and the problem is still sitting there smirking at you… that’s the precise moment you should stop being perfectly reasonable and go gloriously, unapologetically insane

then once the crazy idea actually works (and it almost always does), you’re free to put the white coat back on and reverse engineer a perfectly sane, logical justification for it

voila!

[maīkerυ @maikeruxbt]

what is good about marketing in web3 right now?

honestly, i don’t think anything is significantly good about it anymore and i don’t say that to be harsh

i’m being direct about it because if we’re being real, it has actually gotten worse as the years have progressed

the space has matured technologically but the marketing culture around it has gone in the opposite direction

what we see now is more extraction, more drama, and less genuine care for the people on the other side of everything being built

because of that, what i once considered the good part has been heavily messed with

so yeah, i’ll leave that one there

~

what concerns me about how marketing is being done in web3 right now?

imo what’s happening in web3 right now isn’t marketing or perhaps they don’t really understand the essence of what marketing truly is

i want to be very clear about that

what most projects are doing is running an extraction mechanism framed as “marketing”

they treat their audience as mere distribution channels for information about their products rather than as human beings with specific needs, realities and worldviews that the product either fits into or doesn’t

the narrative communicated around certain products being built are just plainly recycled

pointless whitepapers written for people who don’t care, tokenomics explained in jargon that excludes the exact people who would benefit most from it

a lotta these projects don’t really care about their users

the funny part is that they don’t even know who their people are to begin with

they feel like they can just build anything, wrap an incentive around it then forcefully fit it into the lives of people

it’s really sad

and the so called “community building” they blab about is often hollow

tg groups and discord servers with thousands of members where the actual relationship between the project and the people is mostly transactional

people are there for the incentives not because they genuinely believe in what is being built, and projects mistake that activity for loyalty which are two completely different things

trust has also been systemically destroyed by bad actors and the so called marketing that followed those bad actors

and you know the most concerning part?

this cycle has now become a norm in the industry

honestly, there are a lotta concerns but i’ll just leave it at that

~

what changes would i recommend?

go back to the basics

like genuinely go back and understand what marketing truly is before doing anything else

that’s the saving grace atp

because right now the first thing that comes to mind when most founders hear the word marketing is “ama spaces, kol budgets, paid promotions and all that” which is really funny

marketing touches every part of a product’s existence, all in service of genuine user success

every part of the experience, however small, is either doing marketing work or undoing it

it shouldn’t be a layer added at the end, but embedded in how the entire project is built

that’s the beauty of it

~

what is the upside if these changes happen?

mainstream adoption actually becomes possible rather than being a promise every cycle makes and never keeps

the farmers would stop farming the farms and the farms would stop farming the farmers

people would use what you built because it matters to their lives and they’d be more than glad to bring in people like them to enjoy that experience

you’d attract people who wanna be part of something magical and worthwhile

the users win
the projects win

and everyone lives happily ever after

end.

[maīkerυ @maikeruxbt]

in 𝐜𝐡𝐢𝐬𝐢𝐧𝐝𝐮 we see every young heart forced to outgrow innocence in a nation that devours its own

harrison transforms raw grief into something transcendent, a story that lingers like a wound finally capable of speaking

this is art insisting we see ourselves