Building Psychological Attachment — Not Just Ownership — Into Web3

User interest in crypto projects is often transactional, mercenary, and short-lived. Here’s how to change that.

Hi readers, this is a piece that was published today on Harvard Business Review, about how ownership needs to be felt and received, not just technically granted. This element of "psychological ownership" is a key input into many web2 products' retention and success, and — I posit — is a missing ingredient for tokens and user-owned networks and products in web3. Each year, in early December, social media comes alive with the annual flood of Spotify Wrapped. One of the more ingenious pieces of viral marketing, it requires no paid advertising on Spotify’s end. Instead, users organically share…

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