Stay on the bus

Photo by Egor Litvinov

The hardest thing in Web3 marketing?

Not “going viral.” Not “being first.” It’s staying on the bloody bus.

A short one on the Helsinki Bus Station Theory and why your L2 meme page deserves more time 👇

Imagine a massive bus station. Each bus = a niche. L1/L2 memes. Telegram growth hacks. ZK explainer threads. You get on. First few stops? Same route as everyone else. Feels like you're copying someone more famous.

So you hop off. Try a new bus.

Congrats. You’ve just restarted from zero. Again.

The bus you were on? If you'd stayed a bit longer, it would've taken a turn only your bus takes. That’s when your work starts looking like you and not a bootleg Vitalik fan club.

In Web3, this happens all the time.

Start a Substack → doesn’t get traction in 2 months → pivot to a podcast → oh wait, now doing TikTok explainers.

Nothing sticks because you never stayed long enough to let it.

Pick a niche. Stay on the bus. Make it weird. Make it yours.

Originality isn’t a lightning bolt. It’s a slow left turn after 9 identical stops.

Also: you're probably not gonna be #1.

And that's fine.

You don’t need CZ to RT you.

You just need to put in your reps - build the community—carve out your lane, and watch people talk about it (or, even better, use it).