Cardano, the ninth largest cryptocurrency by market assessment, is currently at a pivotal time, according to Tim Harrison, the EVP community and entry exit ecosystem.
While Cardano's governance is gaining ground, Harrison reveals a hidden obstacle. According to the senior leader, who has been deeply involved with Cardano since 2019, Cardano faces a “marketing problem”.
In a recent article, Harrison explain This “marketing problem” as a cardano incapacity to effectively communicate its value to the broader world: “We have built something real here, something principle. But if no one knows what we have built or why it is important, we have a problem.”
The entrance-output executive explained what he meant by marketing, offering a different perspective of the usual media threw or the promises of massive price gains, which Cardano would not need.
Cardano's “marketing problem” explained
In a long tweet thread, Harrison gave his opinion on Cardano's “marketing problem” and potential solutions. He cited the recent remarks of the founder of Cardano, Charles Hoskinson, according to which the “marketing problem” of Cardano was mainly due to a clear lack of property and alignment around a plan.
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Harrison believes in an approach to “Growth First, Second Marketing”, noting a recent declaration of a DREP forum that marketing is not the objective, but rather growth.
The IO executive also said that Cardano needs a more intelligent strategy and that complexity is the enemy of connection. Any strategy, according to Harrison, must continue to build the answer to the question: “Why Cardano?” Not only from a technical point of view but of a human who places users in the center. Harrison also mentioned that Cardano is known for his rigor, but as interesting as it is, it could confuse new arrivals.
Although events have fueled a large part of Cardano community growth, the community has lagged behind in a major exhibition in the industry, which, according to Harrison, must be addressed by a several level approach.
Harrison discussed partnerships as a missing link, as well as the empowerment of the community. He noted that Cardano does not require a brand change. He must refocus on his “why” and more clearly articulate his mission, his values and his differentiators.
