Web 3 is coming. Slowly but surely. Piece by piece. Protocol by protocol. But there are some familiar barriers holding back the coming wave. Bitcoin, blockchains and the broader ‘crypto’ industry is still in the early adoption phase. Using the diffusion of innovation model and Geoffrey Moore’s Crossing the Chasm, we need to move from enthusiasts and early adopters to a different customer group: the ‘early majority’. Technical debates around performance, standards, and security should continue to be vigorously debated, but other questions now need to be asked. How will cryptonetworks get Web 2.0 users to use the products? How will they get users to come back regularly? How will they build trust in the products?

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