Diego Borgo ᵍᵐ

Everyone talks about bringing crypto to the mainstream. I'm actually doing it.


With 20+ years in branding and 8+ years in blockchain, I help crypto founders translate complex products into narratives that mainstream audiences understand.


I've advised:

- adidas on their first NFT collection (€24M in minutes, setting the benchmark for how global brands enter Web3)

- Fortune 500s including Prada, Salesforce, Unilever, L'Oréal, and Mastercard on navigating blockchain and emerging tech

- Leading Web3 projects like Pyth Network, Aptos, Cookie3, and Nomina to attract mainstream partners, institutions, and users

Today, I help crypto founders translate their products for mainstream audiences, so they can actually scale beyond the echo chamber.


Here's how I help:

- Clarify your brand narrative so it connects with mainstream audiences and drives adoption

- Define a unique market position that wins recognition, relevance, and long-term growth

- Design go-to-market strategies that accelerate traction and scale effectively

- Coach you and your team to become trusted, influential voices in your industry


My content has reached 50M+ people on LinkedIn. I speak at Web Summit, Paris Blockchain Week, and other global stages.

If you're building in crypto and want to go mainstream, let's talk ❤️‍🔥

Top Voice for Web3 & Immersive Web

Elected LinkedIn Top Voice for Web3 and Immersive Web in 2024 for contribution to the community, content and understanding of Web3 and Immersive Web.

"The best blockchain products will be the ones you never know you're using."


I keep saying this to every crypto founder I meet, and most of them still don't get it. 

They want people to "understand the technology", they want normies to care about consensus mechanisms and on-chain validation. 

But nobody cares 🤷 

People care that their payment went through, or if their data didn't get leaked or even simpler, they just want that things work. 

I'm advising a project called BEATOZ, a hybrid Layer 1 out of Korea building exactly this way. 

They built a single hybrid mainnet, not two separate chains stitched together. 

One network with clearly separated roles, a private side for compliance and sensitive business operations, a public side for transparency and blockchain connectivity, all converging into one unified on-chain state. 

These layers connect at the protocol level through their own native bridge, instead of relying on external bridges (which, let's be real, have been one of crypto's biggest security nightmares). 

The point? 

A Korean bank can run compliant stablecoin payment flows on the private side while the public side handles validation and transparency. 

Blockchain does its job in the background without anyone needing to "adopt crypto" as an identity. 

They're running live PoCs across banking, card networks, travel, commerce, and K-culture verticals. With actual enterprise partners testing payment and settlement flows. 

HashKey Cloud is already on board as a validator and the end users in this PoC don't even know they're touching a blockchain. 

That's the whole point. 

This is what mainstream adoption will look like, no need for better wallets or simpler onboarding. Those developments are just making blockchain disappear. 

LFGrow 🚀 
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Diego Borgo

Executive Advisor to Crypto Founders | Brand Strategy, Positioning & Go-to-Market

Web3 has a maturity problem.


Founders are being kidnapped by degens, dragged into hype tactics that impress nobody outside the bubble.

Hyped tokens, KOL pumps and Discord raids.

But reality outside of the bubble is:  

People care about stories they can join.  
People care about products that solve real problems.  
People care about trust.  

That’s the gap most founders miss.  

Not the tech, but ehe narrative.

That’s where adoption happens.

LFGrow ❤️‍🔥 
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Diego DAF

Executive Advisor to Web3 Founders | Brand Strategy, Positioning & Go-to-Market

I'll tell my kids this was Metamask


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Diego Borgo is a Brand Executive Advisor, guiding Fortune 500 leaders and Web3 founders to success in the ever evolving internet.

With over two decades of expertise in branding, and 8+ years of blockchain experience, Diego guides founders trough the rapidly-evolving wild west that is Web3 by helping them to drive commercial value and customer engagement. 

Diego has a wealth of experience working with global brands such as: 

adidas
Prada
G-Star
Salesforce
Unilever
L'Oréal
Mastercard
Volkswagen Group
Škoda
Porsche
Cupra 
Shell 

He also have advised Web3 native companies such:

9dcc.xyz (Web3 Native Luxury Fashion House – Investor)
eesee.io (Gamified NFTFi & SocialFi platform – Advisor & Investor)
degendistillery.com (First spirits brand powered by next-gen technology – Advisor & Investor)
cookie3.co (MarketingFi Value Hub – Advisor & Investor)
socialtip.io (earn cash rewards posting about brands you love (Advisor & Investor)
creator.bid (AI Agents for the Creator Economy – Advisor)
smarttokenlabs.com (Making tokens smart – Advisor)
realio.fund (Real World Assets protocol – Advisor)
journee.live (Immersive Commerce Platform – Advisor)
landvault.io (Immersive Experience Platform – Advisor)
matera.club (Get Paid to post on socials – Advisor)

He has been featured in over 100 podcasts and nominated as one of "10 experts to follow" by W&V, Germany's leading marketing and media portal. 

Diego's mission is to drive mainstream adoption of blockchain and Web3 technologies, and he does this through advising, consulting, and educating the masses.

Lydia Erchok F. 

"You are not competing against Circle, you are competing against indifference."


I keep telling founders this and they look at me like I'm crazy, but think about it for a second. 

You're building cross-border payments on stablecoins? 

Your enemy isn't Ripple, It is rather the guy who sent $50K through his bank, waited 4 days, and paid $200 in fees. 

The fact that he thinks "this is normal because it was always like this"

The hardest thing to compete against is someone who doesn't even know they have a problem yet.


THAT'S who you're fighting against.


You're building a wallet? 

You're not competing with MetaMask, you're competing with the banking app people already trust and use every day without thinking. 

Nobody in the mainstream knows what a blockchain is and they couldn't care less. 

They give zero f*cks about your consensus mechanism, they don't care what chain you're on, all they care is that their payment went through and their data didn't get leaked. 

Like TCP/IP, you use it every time you open a browser and you've never once thought about it. 

We keep talking about mainstream adoption like it's coming. 5.5 billion internet users and we've barely scratched 10 million wallets, but they ain't coming if we keep talking to the converted.

Stop positioning against other crypto projects and start positioning against the world people already live in.

LFGrow ❤️‍🔥
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Most Bitcoin startups tell you to hold, Airbtc makes you spend and replace.

A new XFounders Accelerator Stories episode is live, and this one follows Jake Seifert, founder of AirBTC.

When I first heard the idea I was skeptical, a Bitcoin-native alternative to Airbnb and Booking sounds romantic and brutal at the same time.

But spending time with Jake changed my view.

AirBTC is not a travel marketplace, I like to think of it more as a circulation engine. You book short or medium stays anywhere in the world, pay in Bitcoin, hosts receive Bitcoin. 

No detours, no "crypto-friendly" branding exercise, just simple adoption.

Jake understands something most founders miss. 

Bitcoin doesn't grow by being explained, spend and replace is what actually moves the needle.

That's why AirBTC focuses on places where money actually moves.Local hosts, small operators, communities that banking systems never served well.

Working with Jake was not about polishing a pitch, it was about sharpening the narrative around something he already believes deeply. He is direct, provocative, and deeply conviction-led.

Those are the types of founders that either disappear fast or build something that pulls people in despite the odds.

This episode shows what happens when belief drives product and product drives behavior.

You don't have to agree with his worldview, but you can't say he's not walking it.

Watch the episode, link in the comments.

LFGrow ❤️‍🔥
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Airbtc

XFounders Accelerator

Co founder at Airbtc, Consultant @ XFounders Accelerator | Brand Development, Marketing, Sales

Jake Seifert

The next big unlock for crypto isn’t another chain.


It’s interoperability.


Think Wi-Fi in the 2000s. 
Before it, every device was stuck on its own island.
After it, the internet scaled everywhere.

Right now, blockchains act like computers locked to one router. 
That doesn’t scale.

Adoption happens when:
- Every app works on every chain
- Every wallet talks to every protocol
- Every user moves without thinking about infra

The winning network won’t be the one with the most users. 
It’ll be the one with the most bridges. 

That’s the story founders need to own.

Infra fades.
Freedom scales.

→ I help founders turn complex infra into simple stories people get. DM me if you’re ready to build the bridge to mainstream.

LFGrow ❤️‍🔥 
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Crypto growth marketing is backwards...

And this happens because most marketers in the industry optimize for dashboards instead of building something people actually want.

You're running KOL campaigns that spike your follower count, paid partnerships that pump your TVL for two days, and reward programs where everyone claims tokens then disappears.

There's no brand being built here, the only thing you're building is a pitch deck for VCs so the founding team can say:

"Hey look at our growth, now give us money!"

Meanwhile your retention is 12% and nobody can explain what you do.

This is what's killing so many projects, growth at all costs isn't growth, it's a vanity metric parade with 3 main characters:

1. You paid KOLs to promote sh*t they don't use
2. You bribed users with tokens they won't hold
3. You celebrated 100K wallets knowing 88K are already dead

The crypto marketing playbook in 2026 is broken because it confuses movement with momentum.

If your strategy is "pay people to show up" then you don't have a product, let alone a brand.

All you got is an expensive experiment in renting attention.

Here's the real question very few marketeers ask their founding team:

Are we actually building something to last or looking to exit before anyone else does?

LFGrow ❤️‍🔥
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Crypto bro during bear market be like:


LFGrow ❤️‍🔥
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Clarity is the real growth lever most founders ignore.


Most tech founders I know totally ignore storytelling because they think "it a marketing job"

So they leave it to the "content intern", or even worse treat it as a nice to have.

Storytelling actually sits at the core of why your company exists.

It is how your technology gets translated into a human reason to care, it is  also how your product becomes meaningful outside your own team.

And all of that starts and it's anchored with your narrative.

Narrative is the belief system your brand stands for, it defines what you want to be known for over time and also anchors your decisions, priorities, and direction.

You built and frame that through narrative and storytelling is how you present that to the world.

It uses real moments, real customers, and real decisions and turns abstract ideas into something people give a fck.

Strong storytelling for tech products does a few things well:

1. It is practical
2. It is instantly relatable
3. It turns complexity into meaning
4. It connects engineering choices to real customer needs

Very few founders have this skill, but every founder needs it.
Most are convinced they don't need.
But the best tech founders I have worked with understood this deeply.

They could explain complex products in simple human terms, they are able to make people want to buy into the vision, not just the product roadmap.


If not, your narrative is not clear yet, start there.


DM me if you want help building a narrative people understand, feel, and repeat without effort.

LFGrow ❤️‍🔥 
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Every competitor in your space just redesigned their website. 
New colors, new copy, new positioning, looks clean as f*ck. 

And you're sitting there panicking

STOP IT!

I promise you, 90% of the time there's absolutely nothing underneath it. 


NADA

They most likely have no plan to actually deliver on what the shiny new brand is promising, It's mostly decoration. 

I've audited enough crypto projects to know that what looks like a rebrand from the outside is usually just a reskin, just new paint on the same house. 

And the moment you interrogate it, the moment you ask "okay but how are you actually delivering on this", it falls apart. 

The companies that should scare you aren't the ones updating their visuals, it's rather the ones who pick one thing, build actual proof behind it, and then commit to it so hard that nobody can catch up. 

While everybody else is jumping to the next trend and the next buzzword, the company that stays in one lane and stacks proof on top of proof is building a moat that no website redesign can touch. 

So next time a competitor drops a sexy rebrand and your team starts freaking out, ask one question: 


What's underneath it? 
Most of the times? Probably nothing.

LFGrow ❤️‍🔥 
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In 2017, Coinbase made a bet.


They could've gone full crypto-native with technical language, degen culture, all the insider sh*t that makes the space feel like a secret club.

Instead they position themselves with simplicity, for the mainstream and went to market with a simple value prop:

"Your first crypto purchase."

Every feature, every UI decision, every campaign reinforced the same thing - this is easy, this is safe, this is for you.

And over time something happened. 

People stopped seeing Coinbase as just another exchange, they started associating it with trust, with being the front door into crypto, with the thing you recommend to your friend who's curious but scared.

That association didn't happen by accident, it was a deliberate positioning choice about what they wanted to be paired with in people's heads.


Most Web3 founders get this completely backwards.


They position themselves with complexity, with jargon, with whatever Crypto Twitter thinks is cool this week and then they wonder why nobody outside the bubble gives a f*ck about their product.

Think about it like the lunch table in high school, the table you chose to sit at informed how everyone else viewed you.

If you keep sitting at the degen table talking about ZK proofs and modular rollups, that's how the world sees you. 

> Technical, niche, and irrelevant to 99% of people.

But position alone isn't enough, you need repetition.

Coinbase didn't simplify their messaging and move on, they did it every single touchpoint, every experience, every part of the jounrey.

I tell my clients this all the time and most of them hate hearing it. 
They get bored of their own positioning after 3 months and want to pivot into something "fresh."

But that moment when you're bored of saying it? That's usually the exact moment it's finally starting to land with your audience.

So two questions for you:

1. What are you positioning your brand ? (and is it the right thing?)
2. Are you repeating making it live across every single part of your business or just as your "messaging"?

If you can't answer both clearly, that's a positioning problem and that's exactly what I help founders figure out, DM me if you want to changing it.

LFGrow ❤️‍🔥 
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If your team wants to throw up every time they hear your brand message, you're finally doing something right. 


I'm serious. 


When everybody internally is sick to death of the same positioning, the same story, the same message over and over and they cannot stand talking about the same thing one more time? That's when you know you're in the right direction. 

The biggest trap is that people inside the company see the message 100x more than anyone on the outside, so by the time your team wants to throw up, your market has maybe seen it twice. 

So what most teams do? They panic. 

New positioning, narrative, campaign, new tagline. 

They convince themselves they need something fresh because the old thing ran its course. But in reality, It didn't run its course. It barely got started. 

The brands that actually win commit to one lane and stay there until it's physically painful. 

Nobody gets promoted for saying "let's keep doing the same thing" but in brand that's exactly how you build something people actually remember. 

So if your team wants to quit because they can't stand the messaging anymore? 


GREAT


You're getting started, doubled the f*ck down!

LFGrow ❤️‍🔥 
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A few years ago, being a Web3 CMO meant just yapping on x all day.

Now, I'm seeing a lot more of Web3 marketing tactics adopting Web2 rules.

So why aren’t Web2 marketers flooding in?

Simple:

The culture hasn’t caught up, and for me that’s the bottleneck.

The pitch sounds great:
 → Cutting-edge tech
 → Remote, global teams
 → Big financial upside

But the inside?

Still feels like a tech-bro knife fight.

After 4+ years advising top Web3 CMOs, here’s what needs fixing:

Onboarding that helps Web2 people adapt to crypto, not drown in it
Clear career paths, not just "vibes"
Fast, clean decision-making that respects time and sanity
Real culture, not just decentralization cosplay

You don’t build culture with camera off meetings and 24/7 telegram messaging.

In order to evolve and move to the next stage, we have to adapt and welcome our new friends from the other side of the chasm.

You build it with people who feel safe, respected, and fired up to show up every day for something bigger than themselves.

If you’ve tried to bridge it, I’d love to hear how.

LFGrow ❤️‍🔥 
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The people who fear and the people who use AI are living in completely different realities right now, the truth is probably somewhere in the middle.


LFG ❤️‍🔥
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I keep saying this to every crypto founder I meet and most of them still don't get it.

You know what the most common feedback founders get from VCs right now?

"You need more AI in the product."

And you know what happens next? 
They go home, add AI and then come back. 

Right after VCs say, "Now you need RWAs." 
So they add RWAs. 

"What about lending?" 
So they build a lending protocol too.

Three pivots later, still no money. 
And the founder is sitting there like WTF am I doing wrong? 🤷

Listen, when a VC says "you need more AI", they're not giving you a product roadmap, they're telling you they don't understand your value proposition yet.


That's ALL.


The whole thing comes down to clarity, and you're out here adding features trying to solve a positioning problem. 

Let me be real with you, no amount of new sh*t bolted onto your product is going to fix a pitch that doesn't land in 90 seconds.

I've seen this so many times now, incredible tech, incredible teams, seven features packed into one pitch deck, and investors glazing over because nobody can explain what the thing actually DOES.

So if you're still adding features because investors told you to, STOP IT NOW. 
All you need to do is explain why should anyone care and If your grandma can't get it, your investor probably doesn't either.

LFGrow ❤️‍🔥 
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The builders who win 2026 won't be the ones who ship the best tech. 


I keep saying this and people keep nodding but nobody actually does anything about it. There are teams right now with years of real infrastructure, real revenue, survived multiple bear markets, and have no brand and zero marketing presence. 


NADA


They kept their heads down, shipped product, and assumed the work would speak for itself. 

For years that was fine, the space was small enough that builders knew builders and your reputation traveled on its own. 

But something shifted in 2026. 

Every major report from Grayscale to Pantera to SVB is saying the same thing, crypto's narrative moved from speculation to infrastructure and from crypto natives to the mainstream.

The spotlight is finally on the backend, on the rails, on the boring sh*t that actually works. 

So if you've been building in silence? 

This is YOUR moment. 

But guess what, if you're not telling that story, someone with worse tech and a tighter narrative is going to tell it for you. They'll position themselves as the infrastructure play institutions should trust, and VCs will nod along because at least they understand what the company does. 

That's the trap I keep seeing in teams scrambling to run growth campaigns and sponsorships  before they've figured out what the brand even stands for. 


LFGrow ❤️‍🔥 
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"The fastest." "The leading." "The most trusted." "The future of finance."


Every crypto company sounds the same right now, swap the logos and I guarantee you nobody would notice.

I keep seeing this, companies claiming a position without doing a single thing to actually prove it.

You can write whatever you want on your homepage, your pitch deck, your LinkedIn banner, plaster it everywhere. 

But if nobody experiences that when they interact with your brand?
It's just words on a wall.

And the thing is it's not even expensive to fix it.

Apple didn't become Apple because they had the biggest budget, they became Apple because every single touchpoint, the packaging, the store, the staff, even the motherboard inside the computer nobody ever sees, was designed to deliver on the same promise.

You don't need a billion dollar brand budget, all you need is one idea you're willing to commit to and the discipline to show up with that idea in every single thing you do.

Your website, your onboarding, your support emails, your event presence, your investor calls, your socials replies, ALL of it.

Most projects skip this completely, they nail the tagline and then every actual experience tells a completely different story.

Your audience doesn't read your positioning statement, they feel it.

LFGrow ❤️‍🔥 
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