# CSX: Week 6 Notes

**Published by:** [Jayme Hoffman](https://newsletter.jaymehoffman.com/)
**Published on:** 2024-05-14
**Categories:** csx
**URL:** https://newsletter.jaymehoffman.com/csx-week-6-notes

## Content

Here are my notes from Week 6 of a16z Crypto's CSX. This week focused on marketing, brand, and fundraising and included talks from Steven Ebert and Arianna Simpson.Talk: Positioning & Branding with Steven EbertWhat is a brand?Something you affiliate withA collection of beliefs people have about your company.People = customers, partners, team A brand is not something you set and forgetThe reality is that a brand is like a living org that evolvesproduct evolvesbring in new usersgrow to more employeesWhat is brand building?The practice of shaping a brandTools for shaping a brand ...Minimum Viable brandWhy you existTell your story in a compelling wayNot just about marketingHiring is difficult when you do not have an interesting and compelling storyA big part of fundraising Differentiate you from competitorsClassic example is AMMThe way you tell your story is what sets you apartTwo areas are usefulBrand storyThe language you representVisual identityWhat do you look likeIt builds goodwill with the publicZora does a good job at brandDefine the problemDid a good job of defining the problemEstablished a meme of what the new future looks likeCreating language became super usefulwe see this problemwe see new things because nftswe are going to be part of that movementExplain how you solve itCreating free and valuableProve in the productSimple 3-step productElements of brand story to considerWhyproblemhow we solveKey benefitwhat are the reasons someone would want ot use itTone of voicethoughtful around how you’re communicatingOn creating your visual identityThink about your audienceIf shitcoins identity you will have will be very different than institutional investorsLook at what competitors are doingDefine the vibe you're going forA good visual identityConnected to the brand storyDesigned for flexibilityOpinionated and differentiated Party does a good job ... Additional thoughts on brand to considerBe careful of brand stories already takenWatch out for confusing nomenclatureAave = could be talking about 1-7 different thingsGood = Opensea vs. SeaportDont handcuff yourself to the current metabad: gmdon't handcuff to current vibesRefine brand story as the product evolvesVisual identity is extra important for B2CThe more saturated, the more differentiated you need to beOn why, how, whatIf early, focus on whyIf competitive, focus on howVery few examples where "what" is the most important thingLunch: TacosThank you, a16z Crypto, for making me feel a little less homesick 🙏🌮Talk: Talking to Investors with Arianna SimpsonArianna introMany VCs are afraid to tell you what they think, not Arianna.Fundraising is answering questions about a businessTwo important questions to answer before deckWhy is this a big market?Why is your team best positioned to win?Why are you best positioned to tackle that problem?How deeply have the founders explored the idea maze?How good is the founder market fitQuestion Arianna asks every founder:Assuming everything goes well, what will you be doing in 5 years?How to get ready to pitch?Understand marketPractice with angels and friends beforehandTailor the deckhave teaser deckthe goal is to get a meetinghold a little info back and then reveal allCore tenants of the pitchTell a storyHave a team slidea lot of it is do we think this is the right team to build this thingNever lieDYROn negotiationsThe best investors will not play gamesThe best strategy is to be authenticTrying to eliminate the reasons why people would say noThe name of the game is momentum: You will be better off if you get more term sheetsPost-raise relationshipFrom pitching to portfolioNever surprise your investorsEngage early and oftenUse their network for It's a marathon Other helpful fundraising tipsGenerate momentum by time boxing conversationsOn team slide: logos > 10 years of experienceParty round = nobody has (real) skin in the gameMemorable fundraise: Anton at TalosFMF was perfectCharismaticMIT smartTechnical but can sellPlow through any wall to make it happenLinks that came upHere are some links that came up this week.From a16z Crypto Marketing & CommsOn communicating in crypto, and beyond with Matt Abrahams & Sonal ChokshiOn marketing web3 with Amanda Cassatt, Kim Milosevich, and Sonal Chokshi + deep dive on launching & marketing your project with Amanda CassattOn strategy & tactics for social with Ish & editorial with SonalWhat’s Open Layer?OpenLayer is the first trustworthy data layer empowered by users.Last week, Kevin, Charlie, and the OL team launched the OpenLayer AVS on Eigen Layer.More 🐐 Shoes of CSXTata Flats @aleksijavujicicAir Reads @ishverduzcoLauncher Labs ProgressNew Frameboard homepage with discovery ✨

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