I’ve always prioritised working with projects that I believe have genuine long-term potential. The reality is, small to mid-cap tokens are basically online startups - and most startups fail. That’s just how markets work. Because of this, I’m extremely selective about which projects I invest in, advise, or endorse. Protecting both time and capital is everything.
The way I got into marketing and advisory work was simple: I built a reputation over the years as someone who could actually bring investors into projects. Not because I was just shilling, but because I genuinely believed in what I was backing, for better or worse. After spending years fully immersed in this space, I know what works and what doesn’t when it comes to scaling a project.
Early on, I’ve always gravitated towards utility projects. Memecoins are a different story - but they can be great too! I’ve been part of serious teams, like $REDO, where we went from $1M to $140M market cap. I helped drive hundreds of thousands of eyes publicly, while also onboarding countless whale investors behind the scenes.
At heart, I see utility tokens as small businesses. Some will stay small, most will go to zero, but a select few have the potential to grow into huge companies. The challenge is that many teams don’t want to treat their project like a real business, cause they stay anonymous, avoid real work, and just want to pump and dump. But that reality actually works in my favour, because it filters out the noise and lets me focus on the ones who are serious.
So when people ask me what I do, the answer is:
Investing → Marketing (”KOL”) → Advisory → CMO.
Sometimes capital raising and BD work too, but the above is the core.
Marketing
Advisory