Innovation lead web3 & metaverse| Arvato Systems| Bertelsmann| Digital Art - Strategic Consultant and Facilitator. I love to create, connect and innovate.

I love to talk about: sustainability, innovation, the future, AR, XR, VR, Spatial, Web3, AI  and how we can make the world a better place 🧡


Anna Graf

"Changing the way people think about Web3" 

Catchy and intriguing titles are all in a day’s work, especially when you’re not just investing as a fund, but also building the next co-working & community space of tomorrow and building Web3 infrastructure. 

For years, I've accumulated experience in marketing, community and product management, until in 2021, I fully plunged into the Web3 rabbit hole.

I founded nft studio Berlin, an agency catering to brands. We developed our own NFT & Metaverse projects, until eventually, we transitioned to the other side.

At w3, we have not only established ourselves as a authentic brand but also distinguished ourselves as one of the few funds in Germany that invest in Web3 startups and the community culture, which plays a significant role in the scene.

What we do:
- w3.fund Ventures: Investing in early stage Web3 start ups building on the application layer.
- w3.wave: Liquid Token Investemtns
- w3.hub: Building Berlin's Home of Web3. We offer co-working, offices and an event space
- w3.vision: Our community owned media house
- w3.labs: Contribution to the Web3 infrastructure with next gen staking and tooling

To summarize my learnings and keep my community informed, I share our weekly industry newsletter, the 🎣w3.catch-of-the-week, as well as a podcast that delves into digital culture.

I am happy to also share my learnings and insights regularly on stage.

👉🏽 For speaking inquiries: gm@w3.fund

If you’ve made it this far, the title has served its purpose. Web3 is more than just JPEGs & Crypto Trading. We are driven by the transformative potential of Web3. This wave of digital innovation is reshaping the internet, organizations, and society at large, and we are dedicated to ensuring that everyone benefits from this.

Vicktoria Klich

I'm turning 30 this year and spent my twenties building companies. My younger self would probably never have thought that this would be the journey.

Here's the thing → entrepreneurship was never my dream or part of any self-actualization plan.

Anyone who knows me knows being a "leader" wasn't important to me. But sometimes we slip into things or say yes to opportunities that feel like they could change everything.

Back in university, when I said yes to Henrik and Jonathan, it felt like accepting a marriage proposal. Scary but right.

The beautiful thing about team founding? Even when you don't believe you have the skills, you can complement each other's strengths.

Why am I writing this?

LinkedIn is obsessed with success stories → announcements, record revenues, big events, promotions. That's what the algorithm rewards.

Personally, I wish I shared more fails and learnings. But: 
→ It doesn't perform well algorithmically 
→ People barely read long posts anymore (if you're reading this, I kiss your eyes) 
→ What will partners, co-founders, employees think if I share what I really think?

I love my job. But working in a space that's been "so early" since 2009 is sometimes unrewarding. Too many people lost money, and for most outsiders, the only association is "scam."

It's exhausting not being VC-backed and being unable to scale at the same pace as "insert B2B SaaS AI product here."

Yet I couldn't be prouder of saying yes back then and experiencing the craziest rollercoaster with my best friends.

Your twenties are such a weird phase → you go through so many changes and learn so many "new" things about life. 

I'm an adult carrying massive responsibility, but I don't feel like one. 

Most days, I'm still that curious kid wanting to understand how the world works and how our lives and technology evolve. Only difference? Now I can actually contribute to that evolution.

2025 was intense. The best part about 2026? I have absolutely no idea what's coming.

But the rollercoaster continues.

Co-Founder @ w3.group | Entrepreneurship, Content Marketing, Investments | Speaker

My first hire was a working student. Quinn wasn’t the best candidate on paper, but he had something else that I still value to this day (he has much more responsibility now):

He understood our mission, listened to my podcast (back in the days Marvin Sanginés and myself recorded over 100 episodes together. Quinn was one of the first ones to listen), and genuinely wanted to build his career in Web3. 

That passion was impossible to miss.

Three years later, Quinn has become exactly what our w3.group ecosystem needs.

I haven't hired enough people for a bulletproof philosophy, but burning motivation matters way more to me than grades or degrees.

What I've learned: 
→ Passion for your mission beats perfect qualifications 
→ Cultural alignment and shared vision are everything 
→ People who believe in your journey will grow with it 
→ Sometimes the "risky" hire becomes your most valuable team member

Our creative collaboration has become really smooth. After three years, we know exactly how to work together.

Recently, Quinn started crushing it on LinkedIn. His storytelling? 10/10 (yes, I'm biased).

I think: In content marketing, we need stories that emotionally engage people and build relationships. 

Together, we've achieved that - especially with w3.hub, becoming faces people trust.

☀️ Right now, we're building the marketing setup for Berlin Blockchain Festival this summer. The creativity is there and i am more than curious for the next step of executing it.

I often wonder how different things would be if I'd chosen a different working student three years ago.

If you're still reading this: Give Quinn Wilhelm a follow (for good karma!)

We're way too early and that's exactly where we want to be. Since Q4 2025, we've been planning the Berlin Blockchain Festival. Applications are now OPEN!

Those following me (and Quinn Wilhelm's future LinkedIn top voice journey) OR who were at w3.hub during Berlin Blockchain Week know: This is MASSIVE for Berlin's Web3 scene.

Time for build-in-public transparency. 

I mentioned wanting to share more learnings - so here we are.

Berlin Blockchain Week exists. We're wrapping our festival idea around it.

👉🏽 Let's start with our "Dream Partners". 

Disclaimer: We're already talking with some, but I won't tag them to keep the magic and avoid pressure.

→ Big names that prove Web3 isn't niche: Klarna, PayPal as main sponsors

→ Use cases everyone gets: Payment + prediction markets. Billion-dollar market, millions participating. Kalshi, Polymarket - looking at you

→ Hot narratives done right: Not just stablecoins panels, but a whole TradFi day. AllUnity, Circle - come back to w3hub 🥹

→ Wallet UX debate: Phantom, Solflare vs. MetaMask. Incredible UX, amazing branding

→ Our Day 1 partners: Solana Foundation, Ethereum Foundation, NEAR Foundation, Cardano Foundation - networks delivering for years, constantly building solutions

Having Vitalik casually sitting in our kitchen was a weird flex that became one of my top posts. And with that content lens, I'm looking at the future Berlin Blockchain Week... ahem: festival!

Representatives from these companies reading this? Reach out. 

💕 Otherwise, I'll share more dream partners next week (hopefully with more updates and feedback).

Public outreach experiment update: IT'S WORKING! I am going to tag everyone who is part of my little project in this post:

So, what are we taking about?

Last week I shared our dream partner list for Berlin Blockchain Festival. I was nervous about tagging so many companies and being very transparent in what we wish for.

But sometimes you have to break your own rules.

Here's what happened since then:

→ Solflare jumped into the comments - guys, I'm still waiting for the right contact person! Help me out 😅

→ Lucas Bergström was kind enough to tag PayPal folks - seriously, who should I talk to there?

→ People requested Kraken - fair point! But for Europe we need Bitpanda (looking at you, Florian Klein), Coinbase (and you guys, Denny Morawiak , Axel Mitbauer) and OKX (Moritz Putzhammer & since you just joined, Toni Lukic, maybe you can represent us here) additionally to join the ring

→ Maike Hornung's like tells me Visa needs to be part of this conversation

→ Sven Schindler, thanks for the like! Mast-Jägermeister SE has worked with us before - hoping we can create something together again

→ Christoph Kremer from Google engaged - you've been part of our events before, wanna talk?

→ Helen Atzert from ESN liked - this event won't be blockchain-only. We're focusing on tech that influences different industries of our future. Core is Web3, but it doesn't work if we stay in a niche. Even ESN must have the urge to reach new target groups sometimes 😉

→ Henning Dorstewitz from Airbnb - I know you're following this. If Airbnb wants to be part of the campaign, let's talk. After all, many people travel to Berlin specifically for this and need accommodation

💡 More thoughts:

I usually avoid tagging too many companies because it kills reach. For my last post, it felt different. 

High engagement, DMs flowing, exactly what I wanted. Thanks, everyone! I appreciate every single interaction with this.

There is still a lot of work to be done. I need conversion.

💕 For those reading this for the first time or lacking context: 

We're planning Berlin Blockchain Festival this summer during Berlin Blockchain Week. 

Picture Fashion Week for nerds (meant positively, but you get it). 

The festival will mainly take place at w3.hub - we've been the leading hub in Berlin's scene for years. I’ll add part one of this series in the comments for you.

More dream partners coming next week!

New Year's resolutions are everywhere, but let's be real... most of us don't actually work on them. Dry January, gym memberships, "New year, new me" (honestly, I'd tattoo this phrase on my wall just for the irony).

But here's what I'm thinking about: What about those of you who've been working remote in Berlin since COVID? Aren't you tired of your home office setup by now?

Or the techies sitting in the wrong coworking spaces? 

... No Karen, I don't want to hear about your stressful part-time HR job at that diaper company while I'm getting my bad filter coffee. 

I want to talk to builders. 

Go to events that actually matter. 

Work on projects with real impact. 

Be surrounded by people who want to change things.

💥 w3hub isn't just the right place for this - we're making your New Year's workspace resolution stupidly simple: Sign up before January 10th and get your first month completely free.

No complicated packages, no hidden fees. Just a Web3-native space where you can actually focus and connect with the right people.

What's stopping you from making that workspace change you've been thinking about?

My marketing manager sent me this campaign to review and asked me to film my reaction. This is what happened:

Obviously, you have to watch the full video.

You don't need to read this.

If you’re still reading, let me know in the comments whether you’d approve this one.

🏄‍♂️

"Dreistigkeit siegt" - someone told me after my last campaign post. If that's true, let's keep going. Because this approach just landed us multiple calls and intros.

Here's what happened since I shared our dream partner list for Berlin Blockchain Festival and started tagging companies (+ the ones working there):

Had calls with Bitpanda, Coinbase, and Google (to be fair, I know all the people. But the nudge helped to jump in calls quicker).

Klarna, ESN and Visa reached out directly. Still in progress, though.

Helpful intros and support keeps flowing in, I appreciate that a lot. Somehow shows that people trust us and want to see this project grow. THX <3

🪄 But we're still building our wishlist. This is what I have in mind, but happy to hear your feedback (disclaimer: already talking with some):

We need the big chains. Solana Foundation, Ethereum Foundation, Cardano Foundation, NEAR Foundation... anyone else you think we need to invite?

Eintracht Frankfurt will remain a “Herzensprojekt”. Everyone who hears me speak in German can tell I am from Frankfurt, lol

Big topic: Privacy. Zcash leading, but who else belongs here?

Institutional focus: Planning around SuperReturn Berlin means investors, stablecoin enthusiasts, tokenization crowd welcome

OneFootball: 2026 WM is happening, perfect timing

Bitvavo: Nobody throws parties like you (Niklas Becher, let's make this happen)

Still missing those household brands everyone knows but wouldn't expect at a Web3 event. More on that next week, plus our preliminary agenda that's taking shape.

If you're new to my little series and have no clue what's going on; I'll add my recent posts in the comments to give you more context on the festival stuff we're planning for June 2026.

It's not even February. We've never been this early and this prepared.

Sales in public? Maybe. But it's working.

Last but no least: I like to use recent photos but as I am not in Germany I can only share this. Enjoy haha

Random people with random requests in my inbox are getting on my nerves.

We live in an attention economy. 

We’re constantly being bombarded with something and have to actively decide whether to give someone our attention or not.

And yet, people actually believe that the most generic outreach messages work to sell me their SaaS product.

My absolute favorites are the “let’s discuss synergies” messages 🥹🤍

Everyone who sends me this has obviously never been busy. If I called everyone who just wanted to “discuss synergies,” I’d have no time left to work.

To be fair, I had to learn all these things too. When I co-founded our companies at 22, I didn’t necessarily know how to do proper outreach. 

🥲 If you’ve received similar messages from me in my first couple years of building - you can definitely blame me.

But I quickly learned what works and what doesn’t, and I’ve been adapting ever since.

While LinkedIn was certainly THE platform for this kind of outreach once, it’s simply not enough anymore to slide into someone’s DMs and drop a mile-long text - believe me, I am not reading anything that's longer than a 30 sec read.

I skillfully ignore this stuff now - even though I didn’t want to admit it at first because I thought it would make me seem arrogant.

But my time and attention are limited, and I’d rather invest them in authentic connections and meaningful conversations.

I'm a creative person (good) but really bad in timeboxing my creative sessions (not so good). Let me explain my way around it and what this has to do with organizing events you don't want to miss:

Creativity can't be timeboxed.

But you can definitely influence how you create the right conditions for it.

Quinn Wilhelm and I have been the marketing duo at w3.group for a while now. 

Content and marketing have always been my thing, and since Quinn joined a few years ago, we've been pushing this together.

The challenge? 

We're constantly firefighting. 

Content planning weeks in advance feels nearly impossible when you're running multiple companies under w3group and priorities shift based on what's most urgent (founders know the drill).

But for our Berlin Blockchain Festival this summer, things are different:

→ We started outreach in Q4 2025 
→ We're working with Better Life GmbH and our event manager Alina Straub 
= We finally have pros who can handle the operational stuff, letting us focus on what we do best: CREATIVITY :D

Sounds easier than it is though. 

You can't just enforce creativity. Quinn and I are pretty creative and bold, but we create our best work when we sit together and bounce ideas off each other.

Something that's been missing too much lately.

We call them "Creative Content Sessions" - we look at other campaigns, get inspired, discuss our ideas, or just work side by side.

We decided to bring them back: In early January, we had a 4-hour session analyzing social media from other conferences and events. Most of it was super boring (no offense, especially in Web3), but a few had something worth stealing.

Then we tackled the classic questions every event in 2026 should ask:
→ Why should someone physically come to your event? 
→ Why would they share it on social media beforehand or during? 
→ How do you create those network effects? 
→ What makes an event REALLY cool?

Here's the thing: Most events already have good content, the right brands, and speakers. But that only becomes relevant once you're there.

Before that, you need to build genuine excitement.

So instead of the usual pre-event stuff (speaker announcements, agendas, partners), we're taking you along on our creative journey. 

Completely transparent (you may have seen some posts already). 

Some things will work, some might not (i will update you on this regularly).

You're still reading? Please let me know: What's your experience - who still gets genuinely excited about conferences and business events?

If you're wondering who else is in this photo: I can't tell you by now and will keep this little secret for a little longer. Just stay tuned :)

My creative ideas vs. actually executing them (aka how my last post felt)

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Anna Graf

Vicktoria Klich

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The Battle

Anna Graf

Vicktoria Klich

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Vicktoria Klich's LinkedIn Performance

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