Some weeks are noise. This one is signal.

RWAs are waking up for real, AI discovery is rewriting the marketing map, and Devcon Argentina proved the same thing in person: operators beat hype every time. Let’s get into it.

CHAIN REACTIONS EP. 43: MISO / PROVENANCE — THE RWA SLEEPING GIANT WAKES UP

This week on Chain Reactions, Blake and Polina sit down with Miso (Michelle So), CMO of Provenance, to break down one of the most overlooked power players in RWAs. From Activision and Sony Pictures to TikTok, Magic Eden, and now a blockchain quietly securing billions in home-equity loans, Miso walks through the career path that uniquely prepared her to translate institutional finance for the crypto-native world.

She explains why not everything should be tokenized, why native issuance is the real moat for RWAs, and how Figure’s IPO validated a thesis they’ve been building toward since 2018. They get into yields (the first SEC-registered tokenized asset), why stablecoin design matters more than ever, and how Providence is gearing up for its next phase: a major push into community, retail participation, and global expansion across APAC, Europe, and LATAM.

For marketers, there’s gold here. Miso breaks down the underrated power of real partnerships, the pitfalls of pay-to-play KOLs, and what founder-led GTM looks like when you’re dealing with regulators, institutions, and crypto natives at the same time.

If you've been wondering where RWAs actually become real, this episode is the blueprint.

🎧 Listen for the full deep dive on how Provenance is turning TradFi infrastructure into onchain rails and why the next billion users won’t arrive the way you expect.

We Ranked High in Google. ChatGPT Ignored Us. Here’s What We Did About It.

Ranking high on Google used to mean people found you. Not anymore. When we realized we weren’t appearing in ChatGPT, Perplexity, or AI Overviews despite owning top search positions, it forced a full rewrite of how we think about SEO.

The emerging reality: LLMs don’t reward pages, they reward extractable insights. They cite across dozens of sources. They elevate long-tail specificity. And they can use your content without ever mentioning your brand. This week Mia lays out the new rules and the playbook for staying visible in AI-driven discovery.

If you want to stay relevant in the LLM era, search rankings aren’t enough.

📖 Read: We Ranked High in Google. ChatGPT Ignored Us. Here’s What We Did About It ↓

Marketers in the Arena Took Over Devcon Argentina

At Devcon this year, Stellar × Myosin hosted Marketers in the Arena inside Buenos Aires’ ArtLab and it became the gathering for founders, marketers, and operators who wanted more than panels and pitch decks. They came for straight talk, real feedback, and the kind of shared frameworks you only get from people who are actively building in the trenches.

The energy was sharp from the start: “Marketing isn’t the intern’s job.” “Crypto doesn’t have a capital problem, it has a flow problem.” “Scaling in LATAM means utility over hype, every time.” “Token marketing and product marketing are not the same.” “Marketing without data is guesswork.”

From regional vs global GTM, to LATAM-specific growth realities, to AI-enabled marketing workflows, to the TradFi × DeFi bridge, the room worked through what actually drives adoption in 2025. And yes, the marketing roasts delivered. Dune, Magna, Boundless, Myosin, Unhashed — all telling founders, lovingly, where their decks fall apart and how to fix them.

By the time we hit office hours and the RAAVE pre-party, the theme was clear: Crypto doesn’t need more hype. It needs better operators.

And operators need rooms like this.

If you want access to future Arena sessions, join the list ↓

PLG Starts Before Launch

Most PLG advice starts after launch. This module starts where it actually matters: before anyone touches your product.

Product-Led Growth: Readiness is a pre-flight checklist for crypto teams who want the product to do the heavy lifting. It forces the basics that everyone skips when they’re sprinting to mainnet. Who is the first real user, exactly? What job are they hiring you for? What’s the fastest path to their first win? In crypto, self-serve isn’t a feature, it’s the entry ticket. If your onboarding drags, if the “aha” takes seven clicks, if wallets and gas feel like a maze, growth dies quietly.

You’ll map Time-to-Value like a hawk (first swap, first lend, first deploy, not “wallet connected”), sharpen your ICP down to a single tribe with a single need, and build an activation path that’s obvious even to someone half-distracted on mobile. Then you zoom out and design one clean growth loop that comes straight from usage, not vibes. Badges, referrals, integrations, content loops. Whatever fits your product, the point is that user action creates more users.

The module also gives you the unsexy part that makes PLG real: instrumentation. Track the 3 to 5 moments that predict success or churn, set hypotheses, and iterate before you scale. If you want a product that spreads because it works, not because you screamed about it, start here and make the first loop bulletproof.

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 👋

How'd We Do?

​😃 Loved it! ​ | ​😐 Eh. it was fine.​ | ​😡 Not a fan.​

Forwarded this? ​Sign up here!​

Work with us? Get in touch: [email protected]