Common Mistakes
Consumer crypto logic vs. institutional reality.
Most of these come from applying consumer crypto logic to an institutional audience.
Mistake 1: Writing for Crypto Twitter Instead of a Risk Committee
Writing hype-driven, FOMO-inducing content aimed at retail audiences
Writing evidence-based, compliance-friendly content for committees that take months to decide
Mistake 2: Treating the Launch as the Peak
Pouring all resources into launch week and treating it as the main event
Treating launch as the beginning of a 6-18 month evaluation cycle that needs sustained support
Mistake 3: One Message for Everyone
Sending the same pitch deck to a risk officer and an investment analyst
Customising messaging per persona. Risk, returns, and compliance are different languages.
Mistake 4: Skipping Social Proof
Leading with technology features and capabilities or using anonymous case studies
Leading with named client references. Chainlink listing Swift and Fidelity is deliberate.
Mistake 5: Ignoring the Sales Team
Building marketing materials in isolation from sales conversations
Sitting in on sales calls and building materials based on real objections heard in the field
Mistake 6: Competing on Technology Instead of Trust
Positioning against other crypto companies: 'better than Competitor X'
'The Bloomberg for on-chain data' or 'settlement without the SWIFT overhead'
SWIFT is not the most technically advanced payment network. Bloomberg is not the most technically sophisticated data platform. They are the most trusted. Your real competition is the incumbent, not the crypto competitor.
"SWIFT is not the most technically advanced. Bloomberg is not the most sophisticated. They are the most trusted. Your real competition is the incumbent."
Mistake 7: The 'Rip and Replace' Narrative
Pitching a clean-slate future where legacy systems are replaced entirely with decentralised technology
Designing entry points that integrate into existing systems, minimise disruption, and establish a credible wedge
Legacy infrastructure is embedded in workflows, compliance processes, vendor contracts, reporting systems, and many other touchpoints. The more sweeping the proposed change, the harder it is for someone inside the organisation to own the decision. Uniswap's collaboration with BlackRock is a good example — rather than framing DeFi as a replacement for traditional asset management, Uniswap enabled permissionless secondary market liquidity within BlackRock's existing regulatory and fund structures.
Mistake 8: Running the Same Pitch Everywhere
Reusing the same enterprise deck, framing, and 'why now' across every lead
Tailoring your presentation to each institution's specific systems, constraints, and internal priorities
Two large banks may appear similar on paper, but their constraints and priorities often differ meaningfully. A generic pitch signals you have not taken the time to understand how this specific institution defines the problem. If your pitch is not tailored, from the institution's point of view, it is hard to believe your solution can fit cleanly inside.
In Simple Terms
- Writing for Crypto Twitter instead of a risk committee is the most common mistake.
- Your real competition is the trusted incumbent (SWIFT, Bloomberg), not another crypto company.
- Never run the same pitch everywhere — two banks may look similar but have very different constraints.
- The 'rip and replace' narrative kills deals — design entry points that integrate into existing systems.