"1. Get clear on what business you are *really* in"

"A business is a process that creates profit. Key process that drives bottomline is often different from what a company sells on surface. E.g. Marriott is in real estate biz & Costco in inventory management biz"

"Sweatcoin is in the advertising biz— a platform that helps retail brands get exposure to targeted audience."

"For founders: think about what tried-and-true biz model you can combine w/ tokenization to create innovation while improving your chance of success."

"2. Use tokenization to solve cold-start problem, not product-market-fit problem"

"the token acts like a “bridge loan” from users to get project off ground. For this to work though, you need project to be viable, i.e. solves a real user problem & can be profitable w/ or w/o token."

"For founders: think about how your project would work without a token. Can it still make it?"

"3. Focus token incentives on KPIs that actually matter"

"if you’re not clear abt what performance indicators (KPI) are actually relevant, you’d waste a powerful tool on things that don’t matter."

"app engagement is a KPI that matters."

"For founders: Token incentives are not free. Figure out what user actions actually matter for your growth & profitability and focus incentives on those."

"4. Bring demand from outside the metaverse"

"Web3 projects that purely operate in digital sphere don’t have a vibrant economic ecosystem to lean on to power product demand & tend to end up as self-referencing ponzis."

"For founders: think abt how you can be the bridge btw real economy & metaverse in creative ways."

"5. Token utility is more important than limiting token supply"

"gives a fundamental incentive for users to keep stacking tokens even w/o opportunity to sell."

"6. Protect project from crypto market cycles in early stage"

"For founders: 2ndary mkt token liquidity has huge value. That’s the point of tokenization after all. But think abt how mkt volatility may affect your core biz & what you could do abt it. And is having your token tradable on exchanges from day 1 necessarily a good thing?"

"7. Use staking to distribute value-added, not to solve token demand problem"

"If done right, staking is a great way to increase user engagement & loyalty. And sharing the benefits of project growth w/ users is a web3 ethos after all. But for staking yields to be sustainable, it needs to come from biz profit, not token emission."