►
Description
The AmaZix team presents their Marketing Core Unit Proposal, AMZX-001
Agenda: https://forum.makerdao.com/t/core-unit-launch-pod-sessions-session-13-amazix-marketing-core-unit-amzx-001/8887
Governance Forum:
https://forum.makerdao.com/
Disclaimer: These calls and the summaries are produced and hosted by MakerDAO community members. Content produced by the community are not the statements or views of the Maker Foundation.
A
Hi
everyone
welcome
to
another
core
unit
lunch
plot
session
today,
we're
in
session
number
13,
actually
with
amazic's
marketing
co-unit
proposal.
My
name
is
juan
I'm
the
facilitator
from
scs
and
and
yeah.
Today,
I'm
joined
by
yeah
masic's
team
and
a
bunch
of
maker
enthusiasts
to
discuss
the
the
proposal
that
they
have
submitted
in
the
forums
so
yeah
a
bunch
of
people,
including
paulo,
which
will
I
don't
know
who
wants
to
start
guys
and
give
a
short
introduction
about
about
you.
B
Sure
I'll
do
a
quick
introduction,
then
I'll,
let
mitchell
take
it
from
there.
So
I'm
william
robinson,
I'm
the
chief
operating
officer
for
amazics,
also
joining
us
today-
is
mitchell
who's.
Our
account
manager
and
salesperson.
That's
attributed
to
the
maker
dow
account.
We
also
are
joined
by
paulo,
which
is
one
of
our
co-founders
rafaela
massimo,
which
are
two
of
our
legal
advisors
from
our
legal
advisory
team
and
then
al
and
jeff
are
with
us
from
our
marketing
strategy
team.
C
Sorry
I
was
on
mute
yeah,
so
obviously
we
had
the
initial
proposal
that
we
sent
and
we've
recently
done
a
large
revamp
of
that
proposal,
pretty
much
just
re-written
it
from
scratch.
Basically
and
we've
really
customized-
that
towards
the
make
a
dao
and
what
we're
looking
to
do
with
with
the
dive
currency.
So
I'm
not
sure
if
everyone's
had
a
chance
to
review
that,
but
I
can
share
my
my
screen
really
quickly,
just
to
show
what
the
proposal
looks
like
now.
B
D
A
C
C
C
Yeah
so
we
engage
with
the
community.
Obviously
it's
not
billable,
as
part
of
you
know,
this
process,
understanding
the
goals,
objectives,
issues,
constraints,
all
that
sort
of
thing
and
then
we're
looking
to
move
into
the
the
marketing
research
from
there.
So
obviously,
a
lot
of
surveys,
testing
data
analysis
which,
in
all
the
details,
are
in
the
in
the
mip
forum
by
the
link
and
then
we're
going
through
more
planning
and
analysis.
C
And
once
we've
got
done,
all
the
strategy
and
planning
will
move
into
sort
of
branding
as
well.
I'm
sure
the
details
are
here:
building
up
brand
guidelines,
audits,
personality
and
building
the
story
as
well
around
the
brand,
and
then
we
move
into
implementation.
So,
regarding
the
from
the
previous
proposal,
we've
actually
included
six
months
of
implementation
here,
which
is
was
more
than
what
was
in
the
previous
proposal.
C
We've
actually
also
included
legal
advisory
services
around
reviewing
the
content,
making
sure
that
it's
compliant
and
obviously
providing
that
legal
service.
Those
legal
services
around
ensuring
the
operations
of
maker,
dow
with
regards
to
interacting
with
other
entities,
is
done
in
a
way.
That's
compliant,
so
we've
added
in
strategic
advisories
so
basically
trying
to
really
expand
beyond
crypto
and
into
like
traditional
finance,
providing
the
strategic
strategic
advisory
around
that
every
month
to
help
push
that
forward.
Obviously,
public
similar
to
the
previous
proposed.
We
have
the
public
relations.
C
C
So
we
set
that
all
up,
for
you
make
sure
all
the
slides,
the
technology
set
up
all
the
content,
advertising
it
and
everything
influences
email
campaigns
and
down.
Here
is
the
legal
legal
section
that
we
added
making
sure
that
marketing
and
all
the
communications
are
compliant
and
ongoing
support
for
legal
as
well.
So
obviously,
the
pricing
is
significantly
different.
You
know
four
to
six
months
of
strategy
and
marketing
planning
the
brand
development
market,
advanced
market
research
and
then
the
implementation
here
so
the
the
first
month.
C
Six
is
the
first
month
of
implementation
as
month,
one
the
first
month
of
implementation.
Sorry,
there
are
some
initial
pieces
like
influences
that
are
only
for
this
month
and
then
we
have
like
creation,
whereas
the
following
months,
the
following
five
months,
the
implementation
will
look
the
same.
So
that's
how
we've
kind
of
set
this
up
from
a
like
a
overview
perspective.
D
D
C
C
E
This
whole
campaign
is
about
changing
perceptions
and
before
we
can
change
perceptions,
we
want
to
spend
a
lot
of
time
understanding
what
the
perceptions
are
why
they
exist.
There's.
Certainly
some
portions
of
the
world
are
hesitant
to
enter
the
cryptocurrency
market
right.
People
that
have
been
stuck
in
traditional
banking
are
literally
stuck
there,
and
we've
got
to
figure
out
why
they're
stuck
there
and
what
it's
going
to
take
to
unstick
them,
and
then
that's
what's
going
to
go
into
the
execution
of
the
campaign.
E
The
only
way
we
find
out
what's
got
them
stuck
is
to
talk
to
them,
so
we
want
to
do
a
significant
discovery
process
to
learn
what
are
the
the
preconceptions
and
mostly
misconceptions
that
these
people
have
about
cryptocurrency
in
general
and
and
about
die
in
particular,
and
how
do
we
influence
them
to
say?
Oh
wow,
this
really
is
better
than
nationally
based
nationally
run
currency,
where
we're
trusting
the
government
or
we're
trusting
wall
street
to
manage
our
fortunes
when
we
start
to
put
it
that
way,
people
start
to
realize
yeah.
E
There
is
some
risk,
putting
everything
where,
where
it's
managed
by
by
bureaucrats
and
and
large
multinational
conglomerates,
so
find
out
why
they
have
those
those
thoughts
and
then
explain
to
them
why
they
shouldn't.
So,
ultimately,
it's
really
an
education
process.
Teach
them
why
this
is
the
right
way
to
go.
Why
this
is
the
natural,
correct
evolution
of
financial
infrastructure?
This
is
the
next
step.
Central
banking
worked
for
a
while,
but
the
problem
is
when
it's
centralized.
F
So
further
so
further
to
jeff's
point
about
the
market
research.
There
are
multiple
audiences
where
we
would
do
the
research.
So
jeff
is
talking
about
people
who
may
not
necessarily
use
cryptocurrency
at
this
point,
but
we've
also
done
over
three
years
of
market
research
in
terms
of
blockchain
users
to
a
very
large
database
of
800,
800,
000,
blockchain
professionals,
42
000,
institutional
retail
funds,
crypto
funds,
funds
of
funds,
private
equity
and
vcs,
and
so
we
have
a
good
body
of
research
that
shows.
F
You
know
why
people
favor
certain
cryptos,
their
their
investment
appetite.
What
they're
looking
for
in
investments,
how
they
trade
and
we
would
conduct
specific
research,
also
not
just
to
people
who
don't
use
crypto,
but
existing
crypto
holders,
traders,
etc
to
understand
the
preferences
and
the
positioning
elements
for
you
know
for
for
die
versus
for
for
die
versus
fracs
or
the
other.
C
F
Or,
or
or
binance
usd
why
they
trade
those
why
they
hold
on
to
those
you
know
why
they
do
algo
trading
for
those
and
what
are
the
switching
mechanisms
from
say,
busd
to
dii
to
die?
You
know,
so
we
would
do
an
exist,
exhaustive,
deep
research
into
understanding
a
lot
of
the
things
and
come
up
with
a
survey
with
you
to
get
the
insights
that
you
really
need
to
make
a
smart
decision
in
the
marketing.
E
Yeah,
let
me
add
one
more
thought
to
that:
really
we're
looking
at
the
world
or
the
universe
as
a
venn
diagram
with
three
concentric
circles.
The
biggest
circle
is
everybody
who
uses
currency
of
one
sort
or
another,
and
what
we
want
to
do
is
get
them
into
a
middle
circle
where
they're
at
least
using
cryptocurrency
and
then
from
the
middle
circle.
We
want
to
get
them
to
an
inner
circle
where
die
is
the
cryptocurrency
of
choice.
So
so
it's
really.
E
We
have
to
target
the
cryptocurrency
community
and
the
non-crypto
community,
the
people
that
are
stuck
on
traditional
currency,
so
so
it's
and-
and
we
also
want
to
look
at
the
dye
community-
learn
what
they've
learned.
Why
they're
in
dying
and
use
that
to
teach
the
rest
of
the
crypto
why
die
is
better
by
looking
at
it
from
the
perspective
of
other
members
of
the
dai
community.
F
F
So,
unless
we
can
capture
and
they
have
96
market
share
of
trading
volume
over,
you
know
on
a
daily
basis,
so
there
will
be
mechanisms
in
which
we
have
to
understand
what
are
how
are
they
willing
to
trade
and
and
move
away
from
usdt?
What
are
the
triggers
at?
What
points
is
it
you
know,
based
on
trust,
the
value
perception,
the
trading
volume,
risk,
appetite
profile,
etc.
F
There's
a
lot
of
different
factors
that
we
can
understand
better,
and
this
will
help
guide
us
into
crafting
the
right
messaging
to
transition
that
that
it's
sort
of
like
saying
you
know,
I'm
a
mac
and
I'm
a
pc
and
apple
has
done
a
great
job
to
some
degree,
for
switching
pc
users
into
apple
users,
based
on
really
targeted
segmentation
profiles
and
and
marketing
activity.
Right,
it's
the
messaging,
and
how
do
you
come
off
and
that's
what
we
need
to
do
for
dying.
A
F
F
We
will
synthesize
that
information
on
a
weekly
basis
to
on
a
weekly
and
a
monthly
basis
and
give
you
a
monthly
report,
because
there
was,
there
may
not
be
an
actual
deliverable
in
the
discovery
until
we
get
into
the
completion
phase
until
we
complete
that.
So
we
will
give
you
an
interim
report
of
our
findings,
okay
and
then
a
summary
report
of
the
discovery
in
terms
of
what
we
find
the
market
research
that
we
undertake.
F
We
will
but
we'll
do
the
the
research
to
the
to
to
where
you
achieve
95
95
to
99
confidence,
interval
plus
or
minus
something
like
three
to
five
percent
error.
So
you
can
heavily
rely
on
this
information
as
being
accurate
and
without
bias
or
error
based
on
sampling
error,
for
instance.
Okay.
So
you
will
get
that
report
at
the
end
of
the
discovery
cycle.
Okay
and
we'll
use
that
information
into
the
analysis
phase
where
we
will
analyze
the
issues
that
you're
facing.
F
We
will
have
a
lot
of
information
on
why
things
are
happening
and
how
we
can
improve
your
the
die
situation.
Now,
one
of
the
feedbacks
that
we
got
and
why
we
entered
it
was
a
member
of
the
dow
said
you
know
we're
having
a
lot
of
problems
with
people
not
minting
enough.
Okay,
that's
not
a
demand
issue.
F
That's
a
supply
issue
from
the
dye
side
and
we
can
preliminarily
say
that
that
could
be
a
marketing
communication
issue
and
incentivization
issue
for
dying
members
to
mint
more
right
so
that
you
have
ample
supply
and
and
and
you
get
your
operations
down
properly.
Does
that
make
sense
yeah?
So
so
that's
the
analysis
phase.
D
A
E
No,
the
whole
thing
needs
to
be
a
very
collaborative
process,
so
we
have
put
into
the
revised
proposal
a
list
of
the
objectives
we
believe
we
should
be
pursuing,
but
we
want
to
get
consensus
from
you
guys.
You
may
have
some
different
ideas.
You
may
want
to
add
something
remove
it
so
at
each
step.
We're
going
to
want
to
say
this
is
what
we
think
get
consensus.
E
Now
we
want
to
go.
Do
some
research,
the
research
we
can
do
fairly
autonomously,
if
you
guys
want
to
track
what
we're
doing.
That's
fine,
don't
know.
Yet
what
we're
going
to
do,
but
it's
going
to
be
interviews,
it
may
be
focus
groups.
It
may
be
surveys,
so
we're
going
to
collect
lots
of
data
from
all
these
stakeholder
groups,
but
but
at
each
time,
we're
going
to
start
with
a
hypothesis
and
and
the
market
research
is
to
validate
that
hypothesis
or
learn
differently.
So
our
hypothesis
people
make
these
decisions.
E
For
these
reasons,
and
and
these
are
the
reasons
we
have
to
change-
to
get
them
to
think
differently,
so
we
form
that
hypothesis
do
the
research
to
either
confirm
or
reject
the
hypothesis
and
then,
once
we
have
that
information,
we
can
make
more
informed
decisions
about
the
next
process.
That's
why
the
details
in
our
proposal,
we
can
be
fairly
rich
in
details
in
the
beginning
phases,
but
we
can't
be
rich
in
details
in
the
latter
phases,
because
we
don't
know
what
those
details
are
going
to
be
until
we
complete
the
research.
F
E
Yeah,
absolutely
the
first
few
months
is
all
about
gaining
knowledge.
We
can
gain
that
knowledge
ourselves
or
we
can
leverage
the
knowledge
that
that
any
of
the
core
units
have
already
gathered
and
and
the
more
information
the
more
knowledge
we
have,
the
better
our
decisions
will
be
and
the
better
the
outcomes
will
be
as
we
get
into
the
execution
phases.
G
B
B
Because
hiring
falls
under
me
because
that's
that's
one
of
my
gigs,
so
our
head
of
pitch
media,
our
copy
supervision
pool
about
a
third
of
our
copywriters
are
female.
A
portion
of
our
graphic
design
pool
is
actually
transgender
and
we
are
a
100
percent
decentralized
consultancy
company.
So
we
have
people
working
for
us
all
around
the
world
three
times
over
from
myself.
That's
in
the
us
apollo,
that's
in
italy
to
one
of
my
executive
accounts.
Managers
is
in
africa,
for
example
mitchell's
in
australia.
B
D
The
the
head
of
marketing
was
a
woman,
annie
alexander.
She
is
also
one
of
the
women
in
blockchain
and
she
left
to
you
know
to
become
yeah
community
manager,
chief
chief
operating
chief
marketing
officer
in
a
in
a
great
blockchain
project
nowadays,
and
the
pr
manager
was
also
a
woman
that
she
also
left
to
well.
D
F
G
G
F
But
that
leaves
a
lot
of
people
out,
especially
it's
sort
of
like
saying
you
know
it's
a
it's
a
values-based
decision
right
when,
when
dove
first
came
out
with
the
inside
or
inner
beauty
commercials,
they
targeted
women
who
were
not.
They
didn't
look
like
models.
Okay,
they
had
to
probably
experience
a
lower
conversion
rate,
because
people
didn't
necessarily
say
well
all
these
fat
people
and
all
these
other
people
aren't
beautiful
right.
F
So
there
was
a
key
important
message
about
well
inner
beauty,
self-esteem
that
women
all
over
the
world
really
appreciated,
and
I
think
a
lot
of
men
appreciate
it
as
well
and
to
that
degree
you
may
take
a
hit
initially
for
conversion,
but
overall
the
value
of
the
campaigns
I
mean
the
campaign
won
awards
right.
It
takes
a
lot
more
money,
but
you
get
that
message
out
and
that
becomes
a
calling
card
and
a
value
statement.
That's
more
powerful
in
the
long
run
than
just
going
for
conversions.
F
So
we
typically
have
this
conversation
like
we.
You
know
with
another
client.
You
know
he's
a
ceo
and
he's
black
from
africa
right.
So
there
are
a
few
blacks
in
that.
So
we
decided
we
wanted
to
make
him
a
spokesperson,
invest
some
money
in
doing
that
for
for
diversity
right
and
they
welcome
that
idea
and
that's
what
they're
doing
so.
F
B
H
D
D
F
So
part
of
their
thing
was
that
they
didn't
want
to
come
off
as
shilling
right.
They
didn't
that
that
was
completely
against
their
ethos
and
what
we
did
was
we
learned
their
technology,
their
algorithms,
their
their
processes.
Inside
out,
we
took
tests.
Our
entire
team
had
to
take
a
sort
of
a
test.
This
is
and
their
their
founders
and
directors
are
at
the
phd
level
and
their
phd
economists.
F
D
F
Yeah
and
that
situation
is
really
quite
similar.
You
know
they're
they're,
really
new,
but
they're
the
they're,
the
most
stable
they
they're,
they're
peg,
held
very
closely
and
they
were
under
cl
collateralized
right,
and
so
they
worked
off
of
a
curved
ammo
and
other
ammos,
and-
and
you
know
they
have
the
same
thing
where
they're
going
up
against.
You
know
finance
and
usdt
right,
and
these
are
big
guys,
so
you
have
to
be
really
strategic
in
how
you
communicate
and
differentiate
yourself
right.
F
D
I
Thank
you,
everybody.
Well,
first
of
all,
our
approach
is
pretty
not
conservative.
Let's
say
we
work
in
a
legal
environment
regarding
blockchain
and
decentralized
autonomous
organizations
since
2012,
so
we
are
pretty
enthusiastic
and
we
know
that
there
are
a
lot
of
limits
and
if
we
are
following
the
rules,
we
should
meet
some
problems.
I
Our
approach
is
to
is
proactive,
let's
say
so.
Our
idea
is
to
to
work
as
a
stimulus
for
the
traditional
environment
in
order
to
improve
the
legal
framework,
which
actually
is
not
it's
not
still
built,
and
it's
still
very
generic.
I
take
this
example.
Today
I
had
a
meeting
with
the
italian
stock
exchange.
We
discussed
a
lot
about
possibility
to
build
a
new
financial
product
on
internet
stock
exchange
and
euronx.
I
I
We
can
discuss
step
by
step
because
giving
deadlines
or
milestones
at
this
stage
could
be
not
not
realistic.
Probably
a
regulation
regarding
dao,
a
strict
regulation
regarding
the
participants
could
be
useful
with
with
a
legal
approach,
also
in
consideration
of
what
happened
with
the
zlakit
and
the
dao
as
you.
H
It's
good
that
you
have
considered
it
with
with
regards
okay,
you
have
a
proposed
plan
for
how
you're
gonna
do
this,
and
who
do
you
prefer
or
who?
Do
you
prefer
working
with
in
make
it
up,
because
you
know
make
it
out
is
a
is
a
dao.
It
is,
is
not
a
you
know,
a
normal
structured
organization
and
accordingly,
you,
you
can
get
all
kinds
of
opinions
coming
in
from
left
and
right.
D
Look
to
answer
you
at
the
moment
we
are
working.
This
is
not
the
first
dao
that
we
are
working
with
the
you
know,
one
of
our
first
customers,
bank
or,
and
they
have
a
dao.
We
are
still
you
know
with
banker.
After
four
years
we
recently
started
working
a
few
months
ago
with
pillar
and
they
are
building
a
dao,
and
in
that
case,
for
instance,
we
have
a
governance,
call
that
we
can
attend
to
on
a
weekly
basis
where
there
is.
We
are
not
basically
dealing
with
with
the
crowds.
D
You
know
we
are
dealing
with
a
restricted
number
of
people
that
are
selected
from
the
dao
as
an
interface
with
with
their
team
at
the
pillar
team
and
with
us
as
a
partner,
and
so
we
are
open
to
any
any
kind
of
existing
model
that
you
have.
We
can
we
can,
you
know,
work
out,
you
know
and
make
it
work
any
kind
of
relationship
we
prefer.
D
F
And,
and
maybe
to
further
to
that,
you
may
have
suggestions
on
the
people
who
have
a
lot
of
information,
a
lot
of
good,
useful
insights
that
could
help
and
we
would
look
for
those
people
that
you
recommend
as
well
like.
Are
there
people
whether
they're,
small
in
votes
or
you
know,
but
loud
voices
that
have
a
lot
of
information?
That's
very
helpful!
You
know
we
welcome
that
as
well.
Right.
H
B
You're
hitting
the
right
chambers,
though
yeah
in
terminology
for
maker
dow,
there's
an
expectation
that
there
will
be
a
core
unit
that,
because,
when
we
work
through
these
iterative
processes,
there's
a
lot
of
options
and
then
we
prune
it
down
to
a
few
options.
We
want
someone,
that's
been
with
the
dial
long
enough
to
guide
that,
but
the
final
output
should
be
in
a
b.
You
know
red
or
blue.
B
You
know
this
font
or
this
font,
and
that's
where
we
can
come
to
a
larger
consensus
to
make
sure
that
the
the
community
as
a
whole
feels
involved
and
feels
knowledgeable
about
what's
happening,
but
the
the
iterations,
the
customization
to
get
to
their
we'll
just
run
faster.
If
we
have
an
elected
group
now
whether
we
elect
that
group
with
another
mip
or
you
guys
make
suggestions
as
a
group,
what
that
core
units
staffing
should
be
for
the
decision
making
side
that
represents
maker
dow,
that's
something
we
can
definitely
solve
pretty
quickly.
H
B
We're
here
to
assist
with
the
another
way
to
put
this
that
may
help
put
this
in
perspective
as
well
is
we're
we're
not
a
consultancy
company
that
wants
to
come
in
and
tell
you
how
you
should
have
done
it
and
how
you
should
do
it
in
the
future?
It
very
much
is
a
collaborative
process.
We
want
to
drive
in
the
direction
the,
and
this
goes
for
any
project,
but
especially
for
taos
that
it's
how
the
project
wants
to
be
driven.
You
know.
B
If
we
come
to
you,
I'm
gonna
make
a
joke
here
and
say
you
know
we
want
to
do
sleeve
sponsors
for
you
or
stadium
banners,
and
it's
it's
not
of
interest.
We're
not
bringing
value
to
you
by
doing
that.
A
lot
of
the
initial
discovery
phase
pieces
will
help
inform
that
information
as
well.
If
you're
having
discussions
about
whether
you
should
run
pay-per-click
advertising
versus
paid
media
placements
versus
bus
wrappers,
research
can
absolutely
inform
you
know.
Is
this
the
right
persona?
B
Is
this
the
right
demographic,
or
is
this
going
to
be
seen
by
the
right
people
and
when
they
do
consume
this?
Are
they
going
to
recognize
this?
As
a
call
to
action
to
do
something
with
or
is
it
going
to
be
a
bitcoin
swiss,
you
know
tram
driving
by
and
going.
I
know
what
bitcoin
is,
but
what
does
bitcoin
swiss
do
so
you
that
type
of
information
comes
up
during
discovery
phase
and
it
makes
it
much
easier
to
make
strategic
choices
about.
What
are
we
going
to
invest
time
and
trying
to
do?
B
B
So
I've
heard
a
lot
about
like
potential
like
business
to
consumer
type.
Marketing
is
there
do
y'all
do
like
b2b
as
well,
and
if
so,
maybe
you
could
speak
a
little
more
to
that
just
because
of
the
dye
supply
that
exists
today
about
half
of
it
is
issued
directly
against
assets
owned
by
maker
dow
and
about
30
is
issued
against
assets
deposited
by
five
users
so,
like
we
don't
have
a
whole
lot
of
mass
market
position
at
the
moment.
F
So
so
the
purchasing
behavior
of
b2b
is
quite
different
from
consumers.
Obviously
there's
usually
in
businesses.
There
are
it's
a
group
buying
decision.
There
may
be
a
cfo
involved,
a
cmo.
The
ceo
purchase
purchasing
people,
product
people
or
the
cto
they're
all
involved,
and
they
coordinate
as
a
group
to
evaluate
the
use
of
die
in
a
systematic
way
right.
F
There
there's
risk
associated
with
the
benefits,
so
we
have
to
address
all
those
messages
to
the
the
prospective
buyer
on
the
business
side,
which
you
don't
on
the
consumer
side
right,
so
the
channels
may
be
similar
or
different.
You
know
we'll
still
use
twitter,
but
the
messaging
is
more
robust.
It
has
to
address
all
their
concerns.
F
Like
is
this
stable
is
this
is?
Is
there
enough
momentum
as
the
as
the
as
the
developer?
Is
this
technology
solid?
You
know,
and
we
have
to
get
to
the
root
of
the
most
important
concerns
for
all
those
members.
For
for
that
group
purchasing
decision,
so
most
of
our
customers
are
actually
b2b.
You
know
from
pillar
to
edu
wallet
to
p
network
they're
they're,
primarily
b2b.
F
It's
unique
in
the
sense
that
we've
got
jeff
on
because
he
is
also
a
consumer
and
he's
the
national
professor
at
the
universities,
and
he
teaches
entrepreneurship.
So
there
is
a
consumer
component.
That's
interesting,
because
you've
got
the
retail
parts,
so
we've
got
to
get
both
sides
covered
that
make
sense.
E
So
I'd
like
to
add
that
b
to
b
is
a
longer
process,
usually,
and
it's
a
rational,
logical
decision
making
process
they're
going
to
go
through
where
b
to
c
is
emotional
and
impulsive.
They
see
one
ad
that
appeals
to
them.
They
can
act
b
to
b.
That's
not
the
case
b
to
b
is
going
to
consider
things
they're
going
to
analyze
things.
E
We
most
of
us
have
heard
heard
the
phrase:
paralysis
by
analysis
right
and
the
challenge
with
b2b
is
to
break
through
that
to
give
them
enough
information
that
they
can
make
a
rational
justifiable
decision
to
make
a
decision
and
and
move
forward
so
longer
more
involved.
More
logical
buying
process
versus
b2c
is
a
quick
emotional
impulsive
process.
E
F
And
further
to
jeff,
there's
a
there's.
A
recent
case
study
that
I
like
to
bring
up
in
terms
of
the
merging
of
b,
to
b
and
b
to
c
and
that's
with
blackberry
and
their
failure
and
their
total
disregard
blackberry
thought
they
had
locked
up
the
b2b
market
and
didn't
consider
the
form
factor
that
apple
had
for
consumers.
In
terms
of
the
screen
to
the
touch
screen
right,
they
thought
they
had
locked
up
b2b,
it
was
their
market,
they
owned
it,
but
they
didn't
realize
that
as
a
case
study,
the
markets
actually
merged.
F
When,
when
people
who
own
blackberries
got
off
work,
they
they
became
consumers
in
their
own
right
and
they
actually
preferred
the
the
touch
screen
right
so
they're
they
didn't
listen
to
the
market.
They
were
overconfident,
I
think
in
thinking
that
they
captured
the
market
share
of
for
b2b
and
that's
and
that's
a
big
reason
why
they
lost
to
apple.
F
H
H
E
Yeah,
if
you
look
look
in
the
proposal,
we
do
have
a
whole
section
on
segmentation.
We've
got
to
figure
out
who
we're
going
to
go
after
and-
and
I
don't
think
we
have
enough
information
to
make
that
decision.
Yet
we
all
have
hypotheses,
but
as
we
do
the
discovery,
we
may
find
that
the
there's
more
low-hanging
fruit
in
the
consumer
sector
or
there's
more
low-hanging
fruit
in
the
business
sector,
and
it's
probably
more
finely
granulated
than
just
business
versus
consumer.
It's
it's
industrial
versus
financial
versus
commercial.
E
So
so
we
have
to
break
down
the
market
into
segments,
learn
the
characteristics,
the
interests,
the
the
hesitancy
of
each
sector
and
then
formulate
plans
on
how
we
modify
those
perceptions
and
we'll
use
that
to
figure
out
which
are
the
segments
to
go
after
initially
and
of
course,
over
time
we
add
more
and
more
segments.
But
we
start
by
going
after
just
a
few
and
that
that
decision
comes
from
the
discovery
process.
F
E
To
to
to
state
that
in
market
research
terms,
we
want
to
look
for
common
characteristics,
what
makes
a
die
user
or
die
buyer,
and
once
we
can
figure
that
out,
maybe
they're
all
left-handed
swimmers
and
if
that's
the
case,
we've
got
to
go
start
marketing
to
left-handed
swimmers.
I
don't
believe
that's
a
a
real,
a
real
result
there,
but
the
point
is
figure
out
who
they
are
so
far
and
how
do
we
get
more
of
them?.
B
So
I
think
one
of
the
things
that
the
dow
has
had
spinning
our
wheels
on
is
is
like
how
do
we
we
have?
We
have
not
been
very
successful
at
identifying
and
much
less
communicating
with
our
withholders
of
dye
and
we
can
go
and
ether
scan
and
see
a
list
of
addresses,
but
we
have
really
limited
visibility
into
our
users.
That
said,
we're
not
professionals
at
marketing
surveys.
So
how
would
you
even
like,
where
do
you
even
start.
E
So
we
start
I
like
to
start
with
interviews,
get
some
people
talk
to
them,
formulate
hypotheses
and
then
validate
those
hypotheses
with
higher
volume
market
research,
which
is
typically
focus
groups
and
or
surveys,
but
but
to
have
a
good
survey.
We
have
to
first
understand
what
questions
to
ask
and
we
get
that
from
initial
one-on-one
interviews.
F
Right
and
to
get
those
respondents,
you
can
get
panelists
who
trade
die.
We
can
solicit
from
a
ppc
campaign
looking
for
die
users,
keywords
that
might
be
die
or
make
or
down
and
and
get
their
feedback
get
their
information
from
a
landing
page
and
set
up
these
interviews
for
primary
research.
So
we
can
discover
the
general
and
broad
terms
what
are
the
issues
and
etc
for
further
study,
so
the
so
the
primary
research
is
good.
F
The
the
focus
groups
and
interviews
are
great
for
finding
out
what
needs
to
be
studied,
and
then
we
can
get
into
statistical
analysis
after
we
do
length
more
lengthy
surveys
of
panelists
or
a
time
study
of
specific
issues
that
are
important
to
the
dye
right.
So
we
find
out
the
information
first,
we
get
them
through
like
a
twitter,
ppc
blast
or
you
know
a
linkedin,
so
we
know
where
they
are
and
who
they
are
and
then
and
we
pull
more
from
them.
That.
E
Way,
if,
if
you
want
to
understand
that
strategy,
there's
actually
a
textbook,
I
actually
teach
a
class
on
market
research
and
and
the
textbook
I
use
is
called
the
market
research
toolbox
and
it
talks
about
the
stages
of
market
research.
In
the
beginning,
we
do
small
quantity
research
with
individuals
to
develop
our
own
hypotheses,
and
then
we
validate
those
hypotheses
with
high
volume,
research.
H
F
Yeah,
so
the
initial
feedback
that
I
gave
in
the
in
the
in
the
channel
was
if
this
is
this
is
this-
is
this
is
more
of
an
operational
issue
with
the
dye
and
the
tokenomics
or
the
incentivization
structure
for
minting
that
we
have
to
deal
with
right,
so
we
have
to
communicate
to
die.
Holders
meant
more.
How
do
you
do
that?
It's
through
incentives
or
communication?
F
How
do
you
do
that?
Well,
that's
part
of
the
work
that
we
have
to
do.
What
are
the
messages
that
will
help
them
want
to
mint
more
right
to
the
users?
It's
got
to
be
communicated,
it's
got
to
be
frequent,
they've
got
to
be
incentivized
et
cetera
right.
There
may
be
more
things
that
are
appropriate,
but
we
have
to
discover
those
in
a
discovery
session
with
you.
E
So
let
me
say
also
that
it's
and
I
don't
want
to
oversimplify
this,
but
it's
just
another
marketing
campaign.
A
marketing
campaign
is
intended
to
change
the
behavior
of
a
population
and
we
can
change
the
behavior
of
the
buyers.
But
in
this
case,
if,
if
the
research
bears
out
what
you
just
said,
then
then
our
target
audience
are
the
mentors
or
the
potential
mentors
and
how
do
we
compel
them
to
increase
their
efforts?.
D
D
Okay,
sorry,
I
I
was
trying
to
say
that
it
may
not
be
only
a
problem
of
communication.
It
may
also
be
a
problem
of
incentivization,
as
I
was
saying,
and
you
know,
changing
or
modifying
the
token
army
based
on
the
big
business
to
get
and-
and
we
can
also
you
know-
activate
some
of
the
best
experts
in
economics
that
are
working
together
with
us
through
our
sister
company
01
capital.
E
F
And
we
have
a
consultant,
his
name
is
everardo.
He
actually
has
a
phd
and
he's
also
a
ceo
of
blockchain
company
called
prescripto
and
he's
got
an
algorithm
where
he
runs
algorithmically
the
tokenic
super
system
to
validate
it.
So
so
there's
a
process
involving
that
that
we
can
provide
you
as
well
for
sure.
A
B
F
We've
got
two
other
people
that
are
that
were
listed.
One
is
kenneth,
wong
who's,
the
fellow
distinguished
professor
at
queen's
university,
which
is
number
one
university
in
canada
he's
you
know,
he's
won
numerous
awards
like
a
hall
of
legends
of
canada.
He
has
a
dpa
from
harvard
and
then
we
also
got
an
engagement
manager,
who's,
who
is
an
ex-matensity
engagement
manager,
so
yeah,
you
know,
along
with
jeff
you're,
getting
the
best
of
the
best.
A
D
D
B
That's
what
happens
when
paulo
ends
up
near
a
tall
building
so
yeah.
We
we're
working
well
with
the
forum,
and
then
you
know
we
also
have
our
own
telegram
as
well.
If
you
guys
want
to
swing
by,
if
there's
something
urgent,
a
question
that
you
absolutely
need
to
have:
that's
probably
the
best
way
to
start
a
conversation
with
mitchell
or
myself
or
paulo
or
any
other
people
that
you're
speaking
about
our
community
managers,
can
get
you
in
touch
with
the
right
people.