Scarcity And Confusion

In school web2 marketing, we consider confusion, skepticism, and boredom the three capital sins!

Confusion is the issue here.

RTFKT has a similar story to Yuga. They started early in the NFT craze and became big by partnering with big brands.

They introduced multiple collections and gave tons of free NFTs to holders of previous collections.

However, it came at a cost …

No. One. Gets. It.

Everyone in NFT knows the brand. Everyone knows that Nike acquired them for an absurd amount of money.

But no one understands the ecosystem.

What should you buy?

Where to start with?

Are all these collections from RTFKT, or are some fake?

This is preventing people from joining the project and contributing to the demand. Liquidity is also spread across too many collections. As a consequence, the floor price dropped significantly over time.

We have to respect RTFKT's success, but if you’re starting now …

If you want to increase the supply, you also need to increase the demand. You need to offer a clear vision, a roadmap for people to follow, a simple onboarding, and an ecosystem they can understand.

NFT and web3 are complicated and risky enough. You don’t want to add complexity on top of that.

Similar projects that went down because of confusion overload were Psychedelics Anonymous, which launched a wear2earn brand on top of a 9,595 PFP collection and now offers psychedelics access.

Just keep it simple.

Good things are coming,

T&A