Product Strategy: A Defi Startup's Journey to Define their Narrative

Problem

An early-stage blockchain company in the DeFi space faced an outdated go-to-market (GTM) strategy due to a shifting competitive landscape. Despite possessing well-differentiated core technology, they encountered a lack of alignment and a product that seemed to be a solution in search of a problem. A significant challenge arose as institutions hesitated to trust untested solutions, yet institutional adoption was crucial for validation.

Process

During a focused two-week engagement, we aimed to align various market ideas and customer segments. By eliminating ambiguous terms and clarifying vocabulary, we defined a North Star vision and identified target customers. This method not only resolved circular conversations but also dissolved the chicken-and-egg dilemma, clarifying the strategic direction.

Results

Armed with a clear North Star vision and well-defined target customers, the co-founders developed a concrete plan for moving forward. This resolution ended long-standing debates and enabled more focused discussions. With renewed confidence, they refined their product, initiated proofs-of-concept, and set out to redefine their narrative, carving a distinct path in the rapidly evolving market.

Highlights

• Vocabulary and a Glossary It turned out that words were in the way. We discovered misalignment hiding in plain sight: the partners had different definitions for a few common industry terms. A glossary worked wonders.

Do you have a similar problem in your organization? Schedule a Free Consultation (below) and let’s talk about how I can help.