Corrales Cachola

Brand New Voices

Founder

Found in Voids

Co-Founder

Barret School of  Banking

Webmaster

VOON Creative

Principal

Special Olympics Oregon

Contractor

Brand New Voices | Linkedin Top Voice | web3, Storytelling, Marketing & Community strategy

Founder of Brand New Voices — an exploration community for emerging opportunities in Web3, Communities, Crypto, DAOs, NFTs, Blockchain, DeFi, Marketing, Diversity, and Social Impact. 

👋🏽 Outspoken DEI Advocate.

✍️ Journalist trained. Not afraid to voice strong opinions.

🏦 Marketing for Community Banks. 

🚀 15+ years of website & print design.

✳️ Panelist speaker at the C3EB.com Culturally Competent Conversations DEI Conference held Feb 18-19, 2021.

Clients have included:

➕ Nike
➕ Intel
➕ Barret School of Banking
➕ World Health Organization
➕ Special Olympics International

Evangelist for:
❤️ Blockchain for Social Impact
💲Financial Inclusion 
👥 Ending homelessness 

What I believe:
- One voice can move mountains; many voices can change the world.
- We’re the change we’ve been waiting for.
- Believer in “meet you where you’re at” marketing.
- Good conversations never end.
- Based in Portland, Oregon, USA.

Most people don’t know what a good community manager is like so they ask their colleagues or put out LinkedIn posts asking their network.

Don’t do that. 

Because your colleagues don’t know and will lead you astray.

And your post won’t attract the best, just mediocre people.

Put in the work yourself and look for a rock star, you’ll know right away. 

Looks like this 👇

Stop researching if your idea will work. 

Stop worrying if people will like it.

Stop wondering if there’s a market for your thing.

Stop questioning if you’re on the right social media platform to promote it. 

Stop deciding on what tech tools to use. 

The truth?

It will work if you make it work. 

You create the market.

That's why it's called product-market fit and not general-market fit.

So, you are the draw to whatever social platform you’re on.

Everyone should read Paul Graham’s famous essay, Do Things That Don’t Scale. 

“A lot of would-be founders believe that startups either take off or don't. You build something, make it available, and if you've made a better mousetrap, people beat a path to your door as promised. Or they don't, in which case the market must not exist.”

“Actually startups take off because the founders make them take off. There may be a handful that just grew by themselves, but usually it takes some sort of push to get them going. A good metaphor would be the cranks that car engines had before they got electric starters. Once the engine was going, it would keep going, but there was a separate and laborious process to get it going.” -Paul Graham

#marketing

The revolution isn’t the technology. 

The revolution is how it changes you. 

The revolution is how you tell the story of that change to others.

The revolution is how you impact people and give them hope. 

The revolution is you.

Brand New Voices 

#storytelling #web3 #blockchain #crypto #ai

Everyone in crypto talking about the importance of the much anticipated “Bitcoin halving” on social media, but when you ask them on a zoom call what it actually means and why anyone should care…

Don’t build a business around what’s trending or popular.

Build it around your vision of a future which does not yet exist.

One that can never be copied.

That’s the ultimate customer journey. 

The ultimate CLV play.

#customerjourney #storytelling

The first principle of blockchain is to close TRUST gaps that exist in society.

As long as you are fulfilling that mission you are web3. 

web3 tech solutions should be applied only after TRUST with partners and customers have been established.

This goes beyond “solving problems”. 

Because ultimately blockchain is a TRUST network. And that TRUST has to be approached from both the human AND tech side of things.

Too many people in the space are defining web3 through a narrow lens of tech while forgetting the golden rule…

Tech doesn’t mean anything if people don’t know why it’s important to them or to society. And if that’s a question mark, the tech is NOT “solving problems.”

Which is a TRUST issue.

Not a UX issue.

You can’t disrupt anything until you have the TRUST of the people.

Seek to understand.

Seek to gain TRUST.

That’s what web3 is all about.

Brand New Voices

NFTs that bridge to memecoins represent the next chapter in the customer journey story.

It is the nexus point where CLV, the customer journey, and brand storytelling collide.

But there’s a catch.

The previous chapters of the brand story have to be crystal clear to the customer in order for new chapters to be developed.

Otherwise memecoins are just another trend for the NFT; limited to the current cycle.

❌ It’s not called FOUNDER journey

It’s not up to the brand owner (founder) to solely decide on journeying the brand into memecoins.

✅ It’s called CUSTOMER journey

And that depends on whether the customer is…

1) READY to co-create the next chapter of the brand story with the founder;

2) TRUSTING of the founder and the previous chapters to write the next part of the book.

3) CLEAR on how the memecoin fits into the master narrative based on previous chapters.

Memecoins are great opportunities for NFTs to grow CLV by making them the next part of the journey for the customer. 

But they are NOT great opportunities for founders who see memecoins as a way for the NFT to merely stay relevant in the hype of memecoin season. 

Memecoins are NOT great opportunities for founders who don’t understand:

- the customer journey;
- where their ideal customers are currently at in their journey;
- if those customers are ready to write the next chapter as the hero;
- if they (the founder) trust themselves;
- if the customer trusts themselves enough to place faith in both the founder and the brand.

Awareness to co-dependence is key for the memecoin journey to be a success for the customer and the brand being co-created with the founder.

Do you even meme?

#nfts #memecoins #web3 #storytelling #customerjourney #clv

Too many people believe blockchain and web3 are in search of problems that don’t exist or aren’t solving urgent problems to begin with.

So they allow these insecurities to drive their strategy. 

Then they pass on their bad strategy rooted in personal insecurities to others, and that’s the stuff that gets the most attention on social media.

But do not allow ignorance to confuse you.

The real culprit?

Decentralization itself.

Product-market fit is easy to achieve for AI because it’s a highly centralized technology.

That’s simply not the case for decentralized technologies. 

So, the point shouldn’t be spreading web3 for exposure and competing for eyeballs with centralized companies in centralized ways. 

That’s just nonstrategic, influencer type marketing that’s not going to favor the uniqueness of decentralized web3 tech and culture. 

To be relevant to the many, you have to first be meaningful to the few. 

This starts with building things that are highly relevant for customers/communties which you must know in specific ways and build with/for in specific ways.

Not for the masses. 

For the few.

web3 is about solving pressing customer problems in meaningful ways that plague society which can only be solved through web3.

If there’s advice that should go viral, it’s this…

🛑 Stop looking up to brands for validation;

🛑 Stop looking to investors for help;

🛑 Stop begging VCs for attention.

NONE 👏 of 👏 these 👏 are 👏 the 👏 customer.

Understand your customer problems inside and out, and THEN partner with brands, investors, or VCs if they fit within that strategy. 

✅ Less ass kissing;

✅ More ass kicking;

✅ Better strategy;

✅ Build small, but think big.

That’s how to web3.

Brand New Voices

Memecoins show that community ownership is just as important as individual ownership.

Their financial incentive is symbiotic with their community incentive.

Which is also why it’s not gambilng, because gambling is a solo act.

Memes require community remixing (aka composability) or they die on a vine. Everything in crypto is ultimately a team sport.

#community #memecoins #composability #web3

Video creators vs Token creators

What we are witnessing with the explosion of memecoins is the emergence of the onchain version of YouTube creator culture.

Cat videos were the first to take YouTube by storm.

In 2005 YouTube co-founder Steve Chen posted a video of his cat "Pajamas & Nick Drake". Cat videos flooded YouTube afterwards and took over early memes of that era.

Now it’s cat coins spun up by token creators. 

As Steve Jobs noted about cycles of innovation, when a new paradigm emerges people stuff their old learnings from existing models into the new model. In this case, it's cats and other seemingly silly memes attached to tokens. This testing and feedback period continues until greater innovations are discovered.

This is only the beginning.

#web3 #culture #memecoins.

“The customer is the hero of the brand story”

Sort of.

In practice, it’s more nuanced. 

Because in order for that to happen, you (the brand owner) need to be both the hero AND the guide at the same time.

Fact is, if the audience doesn’t see you as the hero first, they can’t transform into the hero they want to become.

Nolan Ether dragged it out of me in this interview we did together awhile back.

The story of Excalibur:

Have you noticed in the last year?

Big accounts on social media are seeking out smaller accounts who have domain authority vs social authority.

Everyone is playing (or thinks they should be playing) the “hey, look at me!” game like they see the “big guys” doing. 

Everyone is trying to impress the algorithm with their hot takes, threads, carousels, videos, and whatever type of content gets them reach.

One little problem though…

While that stuff may lead to ATTENTION, it doesn’t necessarily lead to brand TRUST.

And without trust and domain authority, you’re just another sucker outside on a busy street waving your hands with a giant QR code on your shirt.

It’s a great opportunity for domain expertise folks.

For instance, more big accounts have begun to follow me on X over the last year where I only have 2k followers and don’t post as much compared with LinkedIn.

I’m lucky if I get 8 likes per post on X. And yet, every so often I’ll get a big account following me much to my surprise.

Long form is most of what I do on both X and LinkedIn. Hardly any photos, videos, carousels, etc.

So, do whatever type of content suits your style, not what some social media expert or marketer says.

For me, it’s all about building brand trust over reach, reactions, comments, impressions, engagement, etc.

It’s easy to forget that in the age of algorithms, the most powerful one of them all is the H2H algorithm.

Everyone wants to be part of the Attention Economy. 

Everyone wants to be part of the Creator Economy. 

No one wants to be part of the Trust Economy.

Guess where the biggest opportunities are?

Not with the first two.

Anyone can draw attention to themselves.
So everyone is drawing attention to themselves. (Just look at your social feeds). 

Anyone can create. So everyone is creating. (How many videos, graphics, photos, and carousels do you see on your feed daily?)

But drawing attention to one’s self does not equal trust. 

Being a creator does not equal trust. 

Posting smart or funny things does not equal trust.

And yet…

Trust is why people buy.

Trust is how and why customers go on new journeys and are able to achieve meaningful transformations.

Trust is in short supply but high demand these days.

That’s your cue. 

Trust me.

#customerjourney

here’s your marketing plan:

lead with heart

lead with values

lead with curiosity 

lead with listening 

lead with helping others

lead with trust

lead with conviction

lead with community

get rewarded

(in more ways than you can imagine)

Brand New Voices

worry less about whether you're doing it the "web3 way"

worry more about the values you're putting out into the world to solve problems.

the secret no one in web3 will tell you is that true onboarding is about the latter, not the former, and the tech is downstream.

“Are memecoins/crypto the future of finance?”

I don’t know, but they’re definitely the future of people experimenting with the internet’s first native currency system.

See what I did there?

Said how things are NOW with a twist of future prediction for effect.

It’s so much more exciting that way. 

Don’t get dragged into abstract arguments about what the future of finance will be. 

And honestly, who cares.

Just say what’s now. 

What’s real.

What’s happening. 

Don’t wait for cues from big narratives to act. 

Build the future you want to see now.

No permission needed.

Brand New Voices 

#web3

Onboarding is about:

1) meeting people where they’re at;
2) having conversations;
3) deciding if you want to help them.

Whether it has to do with crypto or not is beside the point.

Show don’t tell.

Help don’t teach.

Be a good citizen. 

Not another web3 enthusiast.

Lead through values, not agendas.

Brand New Voices 

#customerjourney #community #web3

memecoins are vehicles for delivering crypto's most potent storytelling theme: "what if..."

Brand New Voices

#storytelling #crypto #memes #web3

People have utility all wrong. 

You cannot predetermine it. 

You cannot assign it.

You cannot account for it.

You can only observe it.

Looking at you big brands, countless NFTs with silly roadmaps, overbuilt DAOs, mindless DeFi protocols, et al.

Reality check…

✅ The user defines utility based on how they perceive THEMSELVES. 

That’s why focusing on trust, values, community, customer journey, and hero storytelling in web3 are so important. 

These qualities empower users to find the highest quality utility, while brands and communities should aim to understand user behaviors and where customer are at in their journey.

But make no mistake: customers decide utility.

Brands and founders who get this…

Few 🤌🏽

#web3

Taplio

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