"One of the most valuable lessons I’ve learned about scaling projects in Web3 is..."
In this edition of Coffee with Calyptus, we sit down with Dina Bécane-Gonçalves, a growth leader who has navigated the worlds of powerhouse brands and fast-paced Web3 startups. Drawing on her experiences from Zalando to agencies like Brainbot and LUKSO, Dina reveals how adaptability, deep community engagement, and iterative experimentation are the keys to scaling in the decentralized space.
You’ve had a fascinating journey from Zalando to leading growth at Web3 projects like Brainbot. What’s the most valuable lesson you’ve learned about scaling communities and brands in Web3 that you wish you knew when you started?
Thank you for the opportunity to be featured in this spotlight edition, I truly appreciate it.
One of the most valuable lessons I’ve learned about scaling projects in Web3 is the need to adapt to its unique dynamics. Web3 users are distinct and respond differently than Web2 users, which requires a tailored approach to growth.
In the early days, data-driven decision-making was challenging due to limited tools. Big players like Messari and Dune Analytics provided useful insights, but options for integrating granular on-chain and off-chain data were scarce. Although this made strategic decisions more complex, I often thought this limitation should perhaps be welcomed, as it aligns with Web3’s ethos of privacy and decentralization.
However today, more powerful tools, such as Cookie3 and Kaito among others, provide actionable insights, but the lessons from those earlier days: adaptability, deep community engagement, and iterative experimentation remain fundamental to Web3 growth.
You’ve worked with powerhouse brands like Adidas and Nike and then pivoted to Web3 startups. How does working with massive, established companies compare to the scrappy, fast-moving nature of Web3 projects?
Having worked as a partner consultant for powerhouse brands like Adidas and Nike before transitioning to early-stage Web3 startups, I’ve experienced two vastly different professional environments, each with its own distinct advantages and challenges.
As a consultant, I was exposed to the immense scale of resources and budgets, enabling ambitious, high-impact initiatives. While this was exciting, the slower learning curve confirmed my appetite for the dynamism of early-stage projects.
This led me to LUKSO, an early-stage project at the time. I worked directly with founders in small, agile teams. I had the opportunity to wear multiple hats, witness the direct impact of my contributions, and learn daily from developers, founders, and teammates, which was tremendously rewarding and fulfilling.
The fast-paced, experimental nature of Web3 projects definitely aligns with my predilection. Both experiences have shaped my approach and skillset, but the hands-on, high-growth environment of Web3 startups continues to inspire me the most.
How has speaking five languages helped you engage with Web3’s global community, and what challenges arise when technology crosses cultural and linguistic borders?
Speaking multiple languages has been a significant asset, both in the Web3 space and the broader labor market. I’m incredibly grateful to have grown up in a multilingual environment.
To me, language bridges cultural divides, enabling deeper connections and fostering trust, which is essential in business too. Speaking someone’s native tongue often creates an immediate bond and a sense of rapport.
The main challenge is navigating technical jargon across languages. Therefore, it’s not uncommon to fall back on English for industry-specific terms.
From Connectchain to Nianiba, you clearly have a passion for education and empowerment. How do you see the role of education evolving in the Web3 ecosystem, and what’s one thing you’d tell someone new to blockchain?
More than education, what truly drives me is curiosity, research, learning, and sharing my discoveries. I believe this resonates with many in Web3, at least within my circle. Education in Web3 is becoming more organized and accessible for Web2 users, and ideally, it will become less critical as technologies like account abstraction and chain abstraction simplify user experiences.
For newcomers, my biggest advice is to prioritize learning about security best practices as it’s essential. Beyond that, don’t hesitate to reach out to others before making assumptions or taking action. The Web3 community is generally welcoming, helpful, and highly collaborative.
I’d advise you to cultivate a boundless curiosity and embrace the courage to ask questions, even if they’re dumb. See yourself as an eternal student and dive deep into rabbit holes. Find a niche that excites you and immerse yourself into it.
AI is becoming a key part of marketing and product strategies. Do you use AI tools like ChatGPT, etc to make smarter decisions in your growth marketing work?
Absolutely. The insights and capabilities offered by AI far exceed those of any individual, drawing on years of aggregated industry knowledge. In today’s fast-paced landscape, leveraging AI has become paramount. Companies that fail to adopt these tools risk falling behind, as AI accelerates innovation at an exponential rate.
I use AI daily to enhance my work, whether by refining strategies, validating my thought processes, or exploring new approaches. It not only streamlines tasks but also acts as a valuable partner in decision-making and challenging ideas.
Solidity Challenge 🕵️♂️
This contract helps round a decimal number up or down to the nearest whole number. What can go wrong?
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Solidity Challenge Answer ✅
Answer: The functions revert if we put 0 as divisor.
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