Deep Dive With Kouk.

Just like fortune, Web3 favors the bold. While some bet on crypto tokens and NFTs, others bet on technology and innovation. However, a special breed of people chooses to bet on themselves.

A string of gutsy decisions shaped Kouk's journey. This week, he shares his insights on making the switch to a full-time career in Web3, navigating unique challenges, marketing strategies, and improving cybersecurity to create a safer space for everyone.

Hi! Thanks for joining us on this week’s edition of Blockchain Bounty. Can you tell us about your journey into Web3 and how you found your way into the Ledger team?

Sure! My journey into Web3 started towards the end of 2020, when I became interested in cryptocurrencies. Initially, I invested in BTC and ETH, but it was NFTs that really caught my attention. I found it fascinating how NFTs create vibrant communities and relationships among people.

In particular, I was drawn to the BAYC ecosystem and decided to invest in it, building a profitable long-term portfolio. However, after a year, I had to move to France as my wife became pregnant. This prompted me to search for job opportunities related to the Web3 space, which is when I came across Ledger.

I went through a rigorous process of five interviews and eventually joined the Ledger team, where I have been working for almost 2 years now. I must say, it's a great company with abundant growth opportunities and an amazing team.

Was it a smooth transition from your previous career path to working full-time in Web3?

Transitioning to full-time work in Web3 from my previous career path was smooth. With a background in marketing and owning a marketing agency, I sold my business and immersed myself in the Web3 space for over three years. This experience granted me a deep understanding of its unique dynamics.

During this transition, I recognized the significance of effective communication and community building in Web3 marketing, in contrast to traditional Web2 practices. Consequently, I focused on refining these skills and successfully applied my marketing expertise to the Web3 environment.

Your niche is marketing and Web3 education. How do you handle the unique challenges of your work in a field that is tricky for newcomers to understand?

As a marketing strategy specialist in the rapidly evolving Web3 industry, I face the challenge of constantly changing trends and consumer behavior. To adapt quickly, I've developed a system using Notion calendars and content pillars.

• The Notion calendar helps me stay organized and adjust strategies based on industry insights.

• Content pillars provide a foundation for long-term strategy, allowing versatile and adaptable content creation.

With these tools, I can navigate the dynamic Web3 landscape, respond promptly to trends, and deliver effective marketing campaigns.

Ledger is a brand that is built on the foundational ethos of digital autonomy. Do you think people in Web3 currently enjoy this freedom to the maximum?

Ledger and Web3 embrace digital autonomy. While Web3 offers freedom, its extent varies. Users value support and guidance for complex technologies. To maximize Web3's freedom, we must improve onboarding and education.

Enhancing resources and user-friendly interfaces empowers individuals to navigate the space effectively and secure their assets responsibly.

Cybersecurity remains one of the biggest challenges to the adoption of blockchain technology. What changes would you like to see in the ecosystem to make people safer?

To improve safety in the blockchain ecosystem, key changes include:

• Enhanced Education: Prioritize educating users about smart contracts and blockchain risks.

• Learning Tools: Provide interactive resources for hands-on learning and safeexperimentation.

• Communication Channels: Establish effective platforms for knowledge sharing and community support.

• Collaboration: Encourage industry-wide collaboration and information sharing.

• Auditing and Standardization: Implement rigorous security audits and standardized protocols.

These changes will create a safer environment, fostering trust and wider blockchain adoption.

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To maximize Web3's freedom, we must improve onboarding and education.

Kouk (2023)

The hardware wallet market is fairly saturated. However, Ledger remains a leading global brand. What type of marketing strategies can we attribute this success to?

Ledger's success in the hardware wallet market can be attributed to their exceptional product, continuous innovations, extensive communication across multiple social media platforms, and strategic collaborations.

These factors have collectively positioned Ledger as a leading global brand, offering trusted and secure cryptocurrency storage solutions.

The most recent addition to the Ledger product line is the ‘Stax’ touchscreen wallet. Can you shed some light on the market vacuum that the team aims to fill with this device?

Ledger's latest addition, the 'Stax' touchscreen wallet, aims to fill a market gap by providing a secure and user-friendly solution for daily crypto use. Tony Fadell, the brains behind the first iPod, developed it. The goal is to provide a device that functions similarly to a credit card while promoting simple and safe crypto transactions in daily life.

Let’s talk about your personal brand. You've put your blue-chip NFTs to good use on social media. Why did you choose to publicly align with these particular projects?

When it comes to my personal brand, I believe in the importance of establishing a strong presence in the Web3 ecosystem. By aligning myself with blue-chip NFT projects and showcasing them on social media, I aim to convey professionalism and foster trust among my audience.

In the Web3 industry, trust plays a critical role. It only takes one misstep to lose credibility and negatively impact one's reputation. By associating myself with reputable projects, I demonstrate my commitment to quality and reliability.

Furthermore, my goal is to build a brand that people can rely on and grow with. By selecting noteworthy projects for my personal NFT collection, I aim to attract like-minded individuals who share a passion for the space and value the importance of trust and professionalism.

Something that makes your content stand out is that it always delivers value. Do you create purely for fun, or is there some deeper sense of duty behind your work?

To be honest, my content initially started as a hobby. I've always been the type of person who enjoys supporting others and sharing knowledge. However, as time went on, I realized that there was a deeper sense of duty behind my work.

Now, my primary focus is on creating valuable content and sharing insights with both new and experienced NFT enthusiasts. The goal is to help them navigate this fast-paced market and gain a deeper understanding of the industry. I find great joy in what I'm doing, and I intend to continue doing it.

Throughout my journey, I've learned the importance of impact and social engagement. These elements are key to building trust, fostering a sense of community, and facilitating continuous growth. It's something I'm actively working on and continuing to learn more about.

Thanks again for sharing these valuable insights with us! What advice would you give to anyone who’s considering a pivot into a professional career in Web3?

Thank you for the interview, and I appreciate the opportunity to share my insights. When it comes to advice for anyone considering a pivot into a professional career in Web3, here are a few key points to keep in mind:

• Follow your passion and be yourself: Find what interests you in Web3 and embrace your authenticity.

• Maintain balance and avoid burnout: Take care of your well-being to sustain momentum.

• Embrace learning from mistakes: Don't strive for perfection; learn from the process.

• Have confidence in yourself: Believe in your abilities to succeed in Web3.

Best of luck on your Web3 journey!