Crypto Rise Theory: The goal of narrative science is to become the first or the only.

In the Web3 space, many Chief Marketing Officers often lack systematic thinking when crafting project narratives. This article will explore the science of storytelling and how to become an excellent storyteller.

Strategic Layer: Four Steps to Create a Unique Exchange

1. Analyze the external environment, clarify competitors and their value propositions.
2. Avoid the advantages of competitors, identify their weaknesses, and establish brand advantages.
3. Seek reliable proof for positioning and establish trust.
4. Integrate positioning into all aspects of business operations, especially in the allocation of communication resources.

Taking a well-known exchange as an example, its success stems from a clear market positioning: "A trading platform built for traders." They establish trust through sponsoring sports events, signing quality projects, and integrating the concept of "altruism" throughout their business operations.

Differentiation Layer: Seven Directions to Build an Outstanding Layer 2

1. Performance Improvement
2. Customized services
3. Risk Reduction
4. Identity Status Shaping
5. Increased Convenience
6. Relatively low price
7. Innovation

Narrative Level: Four-Level Ladder Theory

1. Product Attributes: Features and Selling Points
2. User Benefits: The actual benefits brought by the product
3. Psychological Value: Meeting Deep Emotional Needs
4. Values: The spiritual pursuit and concepts of the project

Transforming Narrative into Movement

1. Identify the unreasonable aspects of the current environment
2. Transform the unreasonable into new behavioral patterns.
3. Build a new narrative

Successful cases include a certain meme coin community forming a unique culture by collectively "countering" Bitcoin, as well as another meme coin that has formed a differentiated positioning against the former.

Marketing is essentially a war for the mind. The core goal of narrative science is to make a project the "first" or "only" in the industry. This not only requires finding a differentiated positioning but also elevating it to a higher level of values and culture.

A high-performance blockchain project has achieved a transaction processing capability of 100,000 transactions per second through an extreme pursuit of performance, and has proposed the slogan "the first real-time blockchain." They have implanted the concept of "real-time" into users' minds and spread this culture through surrounding products, ultimately winning a unique position in the market.