- Posted by: Joshua Clow
- Category: Content Strategy
Too many Web3 projects drown in technical jargon, forgetting that users don’t care how something works—they care why it matters. The best projects, from Avalanche to Uniswap, master both. This article breaks down how to bridge the gap between developers and users, turning complex tech into compelling narratives that drive adoption.
1. Developers Speak Code. Users Speak Pain Points.
Example: OlympusDAO’s APY Obsession
OlympusDAO’s 2021 docs were a masterclass in tokenomics, detailing bonding curves and (3,3) staking mechanics. But they never answered the user’s silent question: “Why risk my ETH for OHM?”
By focusing solely on how staking worked—not why OHM was a better store of value than Bitcoin—the project attracted speculative degens, not believers. When the token crashed 99%, the lack of a clear “why” amplified distrust (CoinGecko).
Lesson:
Developers optimize systems; marketers optimize belief. Without both, projects become ghost towns.
2. Marketers Without Tech Depth Breed Skepticism
Example: The “AI Blockchain” Hype Graveyard
In 2022, over 50 projects claimed to “revolutionize AI with blockchain.” Most offered vague promises like “decentralized machine learning” with no technical docs. Investors quickly dismissed them as buzzword bingo.
Contrast this with Bittensor, a project that paired its technical whitepaper (explaining decentralized neural networks) with a clear “why”: “Own a stake in AI’s future, not just its products.” Result? A $4B+ market cap and partnerships with OpenAI alumni.
Lesson:
Marketing fluff fails. But marketing grounded in tech converts.
The Fix: How to Merge “How” and “Why”
1. The “So What?” Framework (Stolen from Avalanche)
Avalanche’s 2021 surge to $15B TVL wasn’t just about tech—it was about framing tech as a solution:
| Developer Lingo | Marketer Translation |
|---|---|
| “EVM-Compatible” | “Launch your existing Ethereum dApp in minutes, with 100x lower fees.” |
| “Subnet Architecture” | “Launch and customize a sovereign chain without forking Ethereum.” |
By forcing devs and marketers to co-write docs, Avalanche turned specs into urgency.
2. The dYdX Playbook: A/B Test Your “Why”
In 2021, dYdX tested two landing pages:
- Dev Version: “Decentralized perpetual contracts with cross-margining.”
- Marketer Version: “Trade crypto like a pro—no expiry dates, no KYC.”
The latter doubled sign-ups, according to industry benchmarks. The takeaway? Let marketers reframe tech—not replace it.
3. Celestia’s “Why” Sandwich
Modular blockchain Celestia opens every technical section with a “why”:
“Why build here?
Celestia lets you launch a blockchain in minutes, not months—so you own the stack, not just the app.”
This structure (why → how → why) keeps developers and end-users on the same page (Celestia Docs).
How to Build Your Dream Team
- Force Cross-Department “Docs Sprints”
- Developers write the first draft (the “how”).
- Marketers rewrite headings and intros (the “why”).
- Example: Arbitrum’s devs and marketers now co-host “Why Arbitrum?” workshops to align messaging.
- Steal Coinbase’s “Plain English” Rule
Coinbase requires projects to submit a non-technical summary before listing. Apply this internally:- “If my mom can’t grasp why this matters in 10 seconds, rewrite it.”
- Hire Hybrids (Or Train Them)
Look for:- Developers who blog (e.g., Ethereum’s Vitalik Buterin or Hiro’s Muneeb Ali).
- Marketers who deeply understand the tech (e.g., Polygon’s growth team).
The Bottom Line
Web3’s most-used projects—Uniswap, MetaMask, Arbitrum—win because they marry technical rigor with emotional resonance.
- Uniswap’s docs explain constant product formulas and “trade tokens without sign-ups.”
- MetaMask’s tutorials teach wallet creation and “own your digital identity.”
Your docs aren’t a technical manual. They’re a handshake between builders and believers.
Need help bridging the “how” and “why”? We’ve audited content for 250+ Web3 projects—let us fix yours.
