Narrative Science in the Web3 Space: Creating the First or Unique Project

One of the biggest challenges faced by project leaders in today's competitive Web3 market is how to build an effective narrative. Many people often lack systematic thinking when formulating project narratives, making it difficult to form a clear framework. This article will explore the importance of narrative science and how to become an excellent narrative scientist.

Strategic Level: Four Steps to Establish a Unique Project

To stand out in the market, a project needs to follow these four key steps:

1. Analyze the external environment, identify competitors and their value propositions.
2. Avoid the advantages of competitors while leveraging their weaknesses to establish your own unique positioning.
3. Look for reliable "trust certificates" to enhance the credibility of the project.
4. Integrate the established positioning into all aspects of business operations, especially by investing sufficient resources in communication.

Taking a well-known trading platform as an example, it has successfully positioned itself as a "platform built by traders for traders." By focusing on providing the best experience for professional traders, the platform has identified a market gap and established a foothold in the competition.

Differentiation Strategy: Seven Major Directions

After establishing the basic strategy, the project can differentiate itself in the following seven aspects:

1. Performance Improvement
2. Personalized Customization
3. Risk Reduction
4. Identity Recognition
5. Convenience
6. Relatively low price
7. Innovation

These differentiated strategies can help projects better meet user needs and highlight advantages in competition.

Four Levels of Narrative

An effective narrative should include four progressive levels:

1. Product attributes: Describe the basic functions and features of the product.
2. User Benefits: Clarify how the product creates value for users.
3. Psychological Value: Exploring the deep psychological satisfaction brought by product use.
4. Values: Showcase the higher-level concepts that the project aims to pursue.

For example, a certain Layer 2 project with the slogan "Scaling Freedom" not only conveys technical advantages but also reflects the pursuit of the value of freedom.

Transforming Narrative into Motion

To make the narrative more impactful, the key is to turn it into a movement. This requires:

1. Find a common goal or enemy to inspire community engagement.
2. Identify the unreasonable aspects in the existing environment and use them as a starting point.
3. Transform unreasonable aspects into new behavior patterns and narratives.

Successful cases include a certain meme coin community that formed a unique spoof culture around Bitcoin, as well as another meme coin project that gained a unique positioning by opposing the former.

Conclusion

The core goal of narrative science is to make the project the "first" or "only" in the industry. This not only requires finding a differentiated positioning but also elevating this difference to higher values and cultural levels. Through carefully designed narratives, projects can win a unique position in fierce market competition and achieve long-term development.