95% of Web3 projects don't tell a story. Have you stepped on any of these landmines?
Original Article Title: 95% of Web3 Fails at Storytelling - Here's The Quick Fix
Original Article Author: @leonabboud_, Founder and CEO of Unfungible
Article Translation: zhouzhou, BlockBeats
Editor's Note: This article emphasizes the importance of Web3 brand storytelling. Firstly, there needs to be high stakes and conflict to create resonance. Secondly, brands should not position themselves as heroes but rather focus on customers or the community as the protagonists of the story. The story should create an emotional connection with the audience, and simple phrases like "I'm sharing this story because..." can help the audience see themselves in the narrative. By combining these three elements, a brand can truly captivate hearts, leave a lasting impression, and foster long-term customer loyalty.
Below is the original content (rearranged for better readability):
95% of Web3 projects fail in storytelling—here's a quick fix.
Imagine a team investing thousands of dollars in content, consistently releasing it for weeks, and spending thousands more on influencer promotions. In the end, after pouring tens of thousands of dollars, the project garnered no attention. The team was in despair.
"Where did everyone go?" the CEO asked the marketing team. The team's only response was, "The market is tough."
Web3 is an ongoing battle for attention. But attention alone is not enough; attention coupled with retention is the real key.
So, how do you improve retention? The secret is—storytelling.
Now, I'll provide you with a crash course in storytelling using three key elements.
High Stakes: Without Conflict, Your Story is Meaningless

Great stories are always built on high stakes. Without these risks, there is no excitement, no challenge to overcome, and no reason for people to care.
Take Walt Disney, for example. In 1928, Walt Disney ran his own creative studio called Laugh-O-Gram and created some of the era's most popular animations, one of them being Oswald the Lucky Rabbit. As Oswald's popularity grew, Walt thought he had succeeded. So, what did he do next? He went to New York to renegotiate for a higher animation budget.
What happened next continues to resonate in the story I'm telling you today. When Walt went to renegotiate the budget, he faced betrayal. Employer Charles Mintz not only rejected his proposal but also weakened Disney's pitch with a lower budget. This meant that Walt would have to work at a loss.
Even worse, Mintz had already secretly signed contracts with all of Walt's animators, inviting them to work for him. This meant Walt lost his team, his business, and his future. In that moment, everything vanished, and Walt left the meeting with a sense of failure.
He boarded a train back to Los Angeles, sent a telegram to his brother, concealing the full extent of the disaster. The telegram read: "Don't worry, everything is fine, I will explain in detail when I arrive." However, when he arrived in Los Angeles, he had already sketched a new character. And this new character was Mickey Mouse.
Why am I sharing this story with you? Walt's story is a case study often explored in advertising copywriting and storytelling because it illustrates a key principle of a good story: high stakes.
All the best stories have the greatest conflicts. If your brand lacks conflict, it lacks purpose. Take Elon Musk, for example—behind each of his brands is a significant conflict. Tesla's mission is "to make electric cars to save the earth," and his mission to Mars is "we are going to Mars to save humanity." If your brand story lacks conflict, it lacks meaning.
You are not the hero of your own story
This is the biggest mistake 95% of Web3 brands make. They position themselves as the hero. This is something I learned from Donald Miller's book, "Building a StoryBrand."

For example, when Pudgy Penguins launched their PENGU token, their marketing campaign was not centered around Luca Nitz or the company's success. Instead, the teaser trailer started by talking about liquidity providers, hinting that many projects appeared as beams of light, but in the coldest of winters, Pudgy Penguins came together, creating light in the darkness.
Who is the hero of the story? Not Pudgy, but the community.

It's the people who persevered in the bear market, the ones who continued to build even when everything was falling apart. Nike actually does this too. "Just Do It" is not about Nike; it's about athletes, about those who overcome obstacles and strive for greatness. Nike is just a facilitator in this story.
Apple's legendary ad "Here's to the Crazy Ones" is no exception. The heroes of the ad are artists, dreamers, rebels—those crazy enough to believe they can change the world. Apple is just a tool to help them do so.

If you're a Web3 founder, your brand is not the hero; your community is. Position them as the driving force of the movement, and you'll have a truly meaningful brand.
Your Story Needs a Personal Resolution
Don't tell a story just for the sake of storytelling.
A great story should come back to the personal. I learned this during my university years through firsthand experience. One day in 2019, a friend invited me to join Toastmasters—a public speaking workshop held at my university.

I walked into this event happening in a rundown basement classroom, not knowing what to expect. Ten minutes later, the organizers started calling people up on stage for impromptu speeches, with each person getting two minutes. No prep, no script.
The first person froze on stage after 30 seconds. The second person spoke for a minute and then went silent for the remaining 60 seconds. It was excruciating to watch.
But what happened next made my heart race. My name was called... it was my turn. I stood up, walked to the front, and started speaking. 25 seconds in, I suddenly blanked on what to say next. Panic set in.
I started rambling to fill the silence, knowing it was the worst two minutes of my life. Finally, my time (thankfully) was up. Adrenaline still coursing through me, I moved to the side of the classroom to watch others give their impromptu speeches.
The following impromptu speeches were reserved for the club's senior members. You could call them the 'OGs.' As they took the stage, I noticed a few things, some of which I still remember to this day.
The best speakers weren't the ones who could improvise a 2-minute speech or tell a good story but rather the ones who could connect that story with the audience.
I recall one person being called up to speak and sharing a story of his mother's battle with cancer. He then miraculously connected this story to the audience, stating that everyone has their own battles and it is in these moments that we need strength and belief the most.
In the "Stage Academy" public speaking course, I learned a simple technique, which is to use the phrase: "The reason I'm sharing this story is...".
This sentence shifts the protagonist of the story from yourself to the audience, suddenly, the protagonist of the story becomes them.
Returning to the story of that OG Toastmaster member, he can connect the story with the audience in this way: "The reason I'm sharing my mother's story is because, just like her, each of us is facing our own challenges...".
This simple sentence links the lesson to the audience's own challenges, struggles, and desires. When the audience can see themselves in your story, you are not just building a brand, you are building emotion and connection.
This is why when you combine these three elements, you have the ability to leave a lasting impression and make them stay.
Summary:
· Your story needs to be high stakes.
· Your customer is the hero of your story, not you.
· Use the simple phrase "The reason I'm sharing this story is..." to connect any story with the audience.
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One Month Left in Office, Has Trump and Musk's Political Alliance Broken Down?
Recently, a high-profile dispute at the White House once again brought the U.S. government into the spotlight. The head of the Department of Government Efficiency, Musk, and the U.S. Treasury Secretary Bennett engaged in a heated argument due to ideological differences, almost escalating into a physical confrontation. In the end, Trump accepted Bennett's appointment proposal, raising concerns about cracks in the relationship between Trump and Musk. Behind this conflict is not only a power clash between Silicon Valley and Washington but also a revealing of the complex game from "close allies" to "power balancing" between Trump and Musk.
Looking back to the beginning of the year, Trump's most significant political reform involving Musk was the establishment of the "Department of Government Efficiency" (DOGE) to promote radical reform under the guise of "streamlining the government." Its core objectives include reducing government spending, digitizing the bureaucratic system, and replacing human decision-making with algorithms. The core team consists of 6 technical elites aged 19-25. Since Trump took office on January 20th, DOGE has swiftly carried out its restructuring, from shutting down the U.S. International Development Agency to significantly reducing the number of federal government employees, and even obtaining taxpayer privacy information to enhance fiscal efficiency. Under Trump's direction and support, Musk has bravely faced the challenges and spearheaded a radical reform storm in the United States.
Related Reading: "Terminating hundreds of contracts in 18 days, Musk and six post-00s revolutionize the United States" "Cutting billions of dollars in contracts again, what peculiar government departments has Musk's D.O.G.E identified?"
According to DOGE's official website data, as of April 20, 2025, DOGE has saved approximately $160 billion in total, averaging about $993.79 saved per taxpayer, with savings in various areas:
Contract Terminations: 8,454 contracts terminated, saving about $30 billion. For example, terminating the Risk Management Agency's lease in Topeka, Kansas, with an annual rent of $121,800, is expected to save approximately $964,000 over multiple years.
Grant Cancellations: 9,699 grants terminated, saving about $33 billion. For example, terminating grants from the U.S. International Development Agency to the Global Vaccine and Immunization Alliance Foundation, saving a total of $1.75 billion.
Lease Terminations: 643 leases terminated, saving about $3 billion.
However, an NPR analysis points out that some contract terminations did not result in actual savings. For example, 794 contract cancellations were expected to bring no savings as the funds were already fully committed. Additionally, the DOGE calculated savings using the potential highest value of the contract rather than actual expenditures, leading to controversy.
As early as the 2024 U.S. presidential election, Musk began frequent interactions with Trump. At that time, Musk contributed $259 million, mobilized all Silicon Valley resources, and with his personal influence endorsement, became a key supporter for Trump's return to the White House. After Trump took office, as his "angel investor," Musk naturally gained unprecedented political status and power.
On February 7, Musk publicly expressed his support for Trump on social media. He said his love for Trump was "the maximum love that a straight man can give to another man."
On March 4, while attending Trump's State of the Union address, Musk was wearing a tie borrowed from Trump.
As Musk massively laid off federal employees from government agencies, a wave of vandalism against Tesla cars, intimidation of owners, and protests at dealership stores erupted nationwide. Tesla factories faced peaceful demonstrations and acts of destruction, including charging station fires. Vandalism of Cybertrucks surged across the U.S., with some owners even graffitiing their own Tesla vehicles to protest against Musk.
Reports of Tesla car and dealership vandalism as well as protest activities suggest that opposition to Musk has reached a boiling point. Bell Analyst Ben Carlo stated on CNBC, "When people's cars are at risk of being scratched or burned, even those who support Musk or are indifferent to Musk may have second thoughts about whether to buy a Tesla."
Musk has also stated multiple times that running his own businesses is "very challenging." Tesla's stock price has experienced its most severe drop in five years, and his social media company X has also suffered multiple outages.
However, such swift reforms are bound to harm the interests of a considerable portion of people. From the day Musk entered politics, opposition voices have been constant. Tesla's stock has plummeted since Musk took office, nearly halving its market value, marking the most severe decline in five years. This has led to Musk's personal assets evaporating by approximately $121 billion since the beginning of the year.
As Musk's biggest political backer and ally, Trump inevitably had to stand up for him when Musk came under attack.
On the afternoon of March 11th, local time in the U.S., Trump held a 30-minute press conference on the White House driveway. The press conference looked more like a large-scale Tesla car show—accompanied by Musk, Trump answered questions about the U.S. stock market, Canadian tariffs, and the Russia-Ukraine conflict while test-driving five different types and colors of Tesla cars.
"The one I like is that one," Trump pointed to a bright red Model S priced at about $80,000, saying. In the end, Trump chose the Model S and said he would write an $80,000 check to buy the car in full.
Trump also criticized those who were boycotting Tesla, believing that they were harming a great American company. He claimed that if the boycotters continued to treat Tesla this way, he would root out these people and "curse" them to "hell." White House spokesperson Harrison Fields also stated: "The despicable acts of violence being continuously carried out by radical left-wing activists against Tesla are no different from domestic terrorism."
Under Trump's "endorsement," Tesla's stock price rebounded during trading on Tuesday, rising 3.79% at the close.
To show loyalty, on March 24th, at Trump's third cabinet meeting, Musk wore a red hat with the words "Trump is always right."
During this period, the two were still intimate comrades-in-arms dedicated to advancing reform. Trump needed a "sharp tool" to expand his territory, while Musk needed a platform to realize his political ambitions. Both were highly aligned in their goals and interests.
Since Trump announced his high tariffs policy, a conflict arose between Trump's political goals and Musk's personal interests, leading to a crack in their relationship. The high tariffs caused a sharp drop in the U.S. stock market in a short period, and Musk's assets have shrunk by over $100 billion since the beginning of the year. Musk, as an entrepreneur, views issues from an economic rather than political perspective, supporting barrier reduction and free trade. He has also repeatedly expressed his opposition to the tariff policy.
On April 5, during the Italian Alliance Assembly held in Florence, Musk, in a video call interview with Italian Deputy Prime Minister Matteo Salvini, expressed, "Ultimately, I hope that Europe and the United States can reach an agreement. In my view, ideally, we should move towards zero tariffs, effectively establishing a free trade area between Europe and North America." On April 7, Musk shared a video on Twitter featuring the late free-market economist Milton Friedman discussing the benefits of free trade. Musk did not add any text, but this move was widely interpreted as a criticism of Trump's tariff policies.
Musk's brother, Kimbal Musk, also criticized Trump's tariff policy on Twitter, pointing out that "Taxing consumption means less consumption, which also means fewer job opportunities, leading to even less consumption and fewer job opportunities." He believes that taxation is a "structural, permanent tax on American consumers."
Particularly targeted at trade advisor Peter Navarro, Musk has also made many criticisms and sarcastic comments. On April 8, he replied to a post quoting Navarro's interview where Navarro referred to Tesla more as an "assembler" than a "manufacturer," criticizing its components coming from China, Japan, and Taiwan. Musk directly responded in a heated manner, stating, "Navarro is a complete idiot, what he said here is obviously false," followed by a community note proving the Tesla Model Y is the "most American-made car." One retort apparently wasn't enough, as Musk further referred to Navarro as "dumber than a sack of bricks" in another post.
Their contradictory stances on the tariff issue gradually fermented in the intricate power struggle.
On April 23, local time, it was reported by insiders that on April 17, Musk and Treasury Secretary Bezos had a heated clash during a meeting in the West Wing of the White House. Bezos lost control of his emotions and erupted with profanity, to which Musk provocatively responded with a "raise your voice." The confrontation even escalated to personal attacks, with Bezos angrily accusing Musk of exaggerating the DOGE budget cut issue, leading to no progress. Musk, in turn, directly retorted that Bezos was a "Soros puppet" and mocked him for his previous hedge fund debacle. The argument alarmed Trump and visiting Italian Prime Minister Meloni, and it took assistant intervention to separate the two.
The direct cause of this conflict was the controversy over the appointment of the IRS Commissioner. As Elon Musk, serving as the head of the U.S. Department of Efficiency, proposed the appointment of Gary Sharply as the Acting Commissioner of the IRS without the approval of Treasury Secretary Bennett, Bennett viewed this as a violation of his authority. He lobbied President Trump to revoke the appointment and instead support his own deputy, Deputy Treasury Secretary Michael Falkend, for the position of IRS Commissioner.
The outcome of this power struggle seemed to favor Bennett as President Trump eventually supported Bennett's proposal, revoked Musk's nomination of Sharply, and appointed Falkend as the Acting Commissioner of the IRS.
The fact that two top U.S. officials could be so enraged as to publicly curse each other at the White House gates despite their public image was due to their long-standing animosity. Back when Trump first took office, Musk had strongly advocated for nominating Howard Lutnick as Treasury Secretary, but Trump ultimately chose Bennett and appointed Lutnick to lead the Department of Commerce. Perhaps from the beginning, Trump had strategically set up a situation where his subordinates would check each other, siding with whoever aligned more with his own ideas. This set the stage for future conflicts.
The conflict between the two was fundamentally a power struggle and game of influence between two factions within the Trump administration. The reformist faction represented by Musk sought to reshape the landscape through new policies, while the traditional faction represented by Bennett resisted actions that harmed their own interests. Trump's handling of this event was seen as a sign of Musk's diminished influence within the government.
It is worth noting that, regarding tariff policies, Bennett, unlike Musk's clear opposition, had publicly supported tariff policies, believing that implementing new tariffs in the U.S. was necessary. He also refuted the idea that new tariffs would cause an economic downturn. Perhaps the consistency in policy preferences was also a reason why Trump gradually leaned towards Bennett and distanced himself from Musk. After all, to Trump, a businessman by background, permanent interests matter more than permanent friends.
Musk's role was constrained by the 130-day term limit for special government employees, which began counting from Trump's inauguration on January 20, 2025, and is expected to expire at the end of May. Anonymous sources within the White House hinted at the end of February that Musk "will stay," but on March 31, Trump himself openly acknowledged Musk's prioritization of his commercial duties and showed no signs of insisting on retention. Perhaps as the mission of DOGE is accomplished, Musk's 130-day government employee term enters its final phase, and Trump will gradually sideline Musk from the power center, shifting to new allies who align more with his current interests. In retrospect, it's a poignant reminder of how fleeting alliances can be.
The world's richest person, Musk, experienced the thrill of a "Tech Disruption Workplace" at the center of American politics. He ignited a fire for Trump's "New Sheriff in Town," touching the interests of countless people. He reformed the behemoth of the American government at an incredible speed, leaving behind not only a controversial outline of "Algorithmic Governance" but also exposing the deep-seated contradictions between capital and power in American politics. This radical experiment of "Tech Transforming Politics" seems to be nearing its conclusion. When Musk truly departs, that red hat proclaiming "Trump Is Always Right" may perhaps become the most dramatic footnote to this brief "political marriage."
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