In Web2, the primary GTM stakeholder is the customer. But in Web3, the alignment of incentives through stakeholder primacy means that the entire community of contributors within a network are turned into stakeholders - driving the need for new distribution strategies.
The opportunity is to leverage tokens and the underlying decentralized tech to build and bootstrap these new networks.
Bradford Stephens, co-Founder & Managing Partner at Blockchain Capital, comments, "The major shift is 'Make your customers owners,' so that the early users and contributors receive part of the value they help platforms create, and eventually have governance over it and more control. We are essentially giving these companies to the users - and that's the biggest societal social shift we're creating here.
It's just a new form of capitalism - a little more egalitarian and a little more socialist - that allows everyone to participate in these huge wealth creations happening in the world - versus limiting it to the elite investors or the founders. We talk about wealth disparity a lot in the world. But how are we going to combat that?"
Web3 companies’ bottom-up approach
Rex Woodbury, Investor at Index Ventures, says, ‘‘Web3 is unique in that economic incentives are often built in from the beginning, which provides a compelling go-to-market. Early users become your best evangelists, benefiting from token appreciation. Think carefully about how token design will influence behavior.’’
The focus of the new Web3 creator platforms and solutions should be on:
Get the attention of early users, who see the purpose and utility(ies). Then, once you have their attention, engage with them (see point 2).
Michael Sidgmore, Co-Founder of Broadhaven Ventures, comments “Community is going to end up being such an important piece on how you value these Web3 creator platforms going forward. I don’t know if you could do a traditional DCF on communities, or maybe it’s an implied valuation, as in ‘How much the community is willing to participate in a project / buy the tokens, that ends up being the reference point for the value of a community.”
designing the organizational structure