In this episode of Exponential, Genzio Media co-founder and CEO Zack shares his perspective on the maturing Web3 landscape — and why the next wave will look very different from the last.
A crypto native since 2011, Zack launched Genzio in 2022 to fill a gap he encountered firsthand while working at Ripple and OKX: Web3 companies needed partners who actually understood crypto.
“People are going to need to continue to get help from people who really understand this industry,” he said.
Genzio now serves dozens of projects, offering growth, content, and community strategy — and giving Zack a panoramic view of the evolving market.
Right now, he sees three themes dominating the space: tokenized real-world assets, AI, and stablecoins. “The companies that are in Web3, such as Nexus, who are implementing AI, I think are going to be the winners of this next cycle,” Zack said. He also pointed to the rising global utility of stablecoins. “At the airport in Bolivia, a lot of goods are actually denominated in USDT. That’s a game changer.”
Zack believes institutional adoption is accelerating, but retail remains cautious.
“Retail has really been burned through the past couple of cycles,” he said. “They’re not putting their money back in the way they did before.” To bring them back, crypto needs better education, better UX — and far less jargon. “Nobody wants to feel dumb,” he said. “When people hear words like RWAs or DeFi or L2, they check out.”
On the marketing front, Zack urges Web3 companies to break out of the crypto bubble. “Twitter is tiny compared to YouTube or Google,” he said.
“If you want to hit a billion users, you have to go beyond the echo chamber.”
The future of Web3 marketing, he says, will blend crypto-native credibility with traditional media scale — a shift already underway.
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