Most of the community building advice you see online is still recycling the 2021/2022 playbook: target a niche, post educational content, run ambassador programmes, do quests and giveaways, get micro influencers, engage on X and Discord. All the perfect tick box items that sound smart in a pitch deck. I have lived and breathed this for more than five years on marketing teams, helping launch projects, managing communities day in and day out. And I can tell you the uncomfortable truth that almost nobody wants to say out loud: The vast majority of Web3 startups and companies do not even use their own product. Most of the team, including many founders and marketers, have barely used crypto in their personal lives before joining the company. I once sat in a marketing team where only four of us (me, the founder, one other woman and one guy) could actually define what a blockchain was or explain how the product worked at a basic level lol. Everyone else was just repeating buzzwords.…