I was going through old case studies of startup recently, and something kept standing out to me. Every time people talk about Web3 adoption, the conversation online sounds chaotic. Tokens, NFTs, “metaverse strategy,” and a lot of noise. But when you actually look at companies like Starbucks, Nike, and JPMorgan, the story is much more boring in a good way. They didn’t “enter Web3” like startups trying to build the next big thing. They just used it as a tool. Starbucks didn’t care about calling it Web3. They cared about making loyalty feel less static and more engaging, something customers actually return to. Nike didn’t care about crypto culture. They cared about ownership and brand community, so they experimented with digital collectibles as an extension of identity. JPMorgan didn’t care about consumer hype at all. They cared about settlement efficiency, moving value faster and more securely between institutions. What connects all three is simple. They didn’t adopt Web3 as a product.…