Most teams think they have a marketing problem.

They don’t. They have a clarity problem.

Before channels, before campaigns, before headcount, there’s one question that decides everything: does anyone actually understand what you’re building and why it matters?

This issue is about getting that right first. Why your first marketing hire should translate conviction, not optimize funnels. Why the discovery layer is shifting under your feet. And how the best teams are structuring marketing functions that scale signal, not noise.

Let’s get into it.

Blake | Co-Founder, Myosin.xyz

Your First Marketing Hire in Web3 Is Not a Marketing Hire

This week Victoria Mariscal explains why many crypto founders keep hiring the wrong first marketing leader and why the mistake isn’t budget, channels, or tactics. Early-stage marketing runs on narrative conviction, not resumes or “crypto-native” credentials. The right hire is someone who can translate the founder’s belief into a story the community can adopt, not someone who scales campaigns before the foundation exists. In Web3, distribution follows narrative, and narrative follows alignment. The teams that win aren’t hiring operators first, they’re hiring believers who can help turn ideas into movements. 📖 

Myosin in the Media

In this new op-ed, Myosin Co-Founder Simon Yi argues that the traditional SEO-driven discovery layer for fintech is already breaking down as buyers shift from Google to AI interfaces and autonomous agents.

Instead of ranking on search results pages, products now compete to be cited inside systems like ChatGPT, Perplexity, and agent tool registries. That shift introduces two new strategic disciplines: Generative Engine Optimization (GEO) and Agent Engine Optimization (AEO).

For neobanks, stablecoin rails, digital asset treasuries, and AI agent frameworks, the winning playbook is no longer keyword blogs, it’s developer documentation, GitHub credibility, community authority, and agent-native indexing that shape how AI systems recommend tools in the first place.

In this op-ed, Myosin DevRel Valentina Rivas explains how crypto is turning money into a native component of software rather than something applications hand off to banks and payment rails.

Stablecoins already enable global payments, savings, and cross-border transfers inside products, especially in regions like Latin America, while platforms like Stripe abstract the complexity on the backend. The bigger shift is what happens next: AI agents don’t open bank accounts, but they can hold wallets. That unlocks systems where software pays for compute, subscribes to services, and transacts with other agents directly, making capital flow throughout the lifecycle of applications instead of sitting at the edges.

Building Your Marketing Function: Hire for Signal, Not Headcount

Most crypto teams don’t fail because they lack marketing. They fail because no one actually owns it.

This playbook shows how to build a marketing function that scales with your product, not ahead of it. Instead of overhiring or defaulting to agencies too early, it breaks down how to structure a lean, high-impact team that can execute, learn, and adapt as you grow.

Inside, you’ll learn when to stay founder-led, when to bring in your first operator, and how to use agencies as multipliers rather than crutches. It also maps the most effective early-stage setup, a hybrid model with a strong internal lead and external execution, and shows how to evolve that into a full-stack team as channels prove out.

It tackles one of the most common mistakes in crypto, hiring a CMO too early, and gives clear signals for when leadership actually makes sense versus when you just need someone to do the work.

The core idea is simple: structure follows traction.

If you want a marketing org that compounds instead of bloats, this is how you build it.

Should We Work Together?

Myosin.xyz is a crypto native marketing network, made of 100+ members across 26 countries. We vet and aggregate the best marketers from around the world to provide full-stack marketing services to onchain companies & blockchains such as WalletConnect, Velora, Spexi, Ripple, NEAR, Starknet, Solana Mobile, Chainbase, POKT Network, Animoca Brands, Rootstock Labs, and many more. Interested to learn more? Tell us about your project and book a time HERE!

That's it. That's all we got! Talk next week.
The Myosin Weekly team 👋

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