Most Web3 and AI companies don’t have a distribution problem.
They have a story problem.
They hire PR firms, content agencies, growth teams — and then wonder why nothing compounds. The execution isn’t always bad. The story just wasn’t ready before the execution started. Every dollar they spend amplifies the confusion.
We’ve watched this pattern play out for a decade. Up close, inside the rooms where it happens.
What we built before this
In 2017, Hector and I co-founded Multiplied — one of the first agencies built specifically for Web3. Not for tech companies generally. For Web3, when almost nobody outside of crypto knew what that meant.
We built the narratives behind Solana, Synthetix, Binance, Immutable, and Unstoppable Domains. We ran campaigns, placed stories, built communities, and stayed inside our clients’ businesses long enough to understand what actually moves the market in this space. Forbes recognized us in the 30 Under 30 list for marketing and advertising. We sold the firm in 2020.
After the sale, we didn’t stop working. We quietly continued with a select number of Web3 and AI founders — not as agency principals, but embedded directly inside their teams. What we kept seeing was the same problem everywhere: smart teams, real technology, broken narratives. Companies scaling execution before the story was ready. Spending on distribution before they’d figured out what they were actually saying.
Sevenfold is what we built to fix that.
The problem we kept seeing
Here’s the pattern: a team builds something genuinely new. They raise capital. They hire an agency. The agency asks for a brief. The brief is weak because the positioning was never properly worked out. The agency executes the weak brief and produces content, coverage, and campaigns that don’t convert.
The team sees low returns and blames the agency. Sometimes they’re right. More often, the agency did exactly what it was hired to do — execute a story that wasn’t ready to be executed.
The agencies they hire won’t tell them this. PR firms pitch what you give them. Content agencies write what you approve. None of them will say the story is broken — because fixing it threatens the retainer.
This is the sequencing problem. Most teams attempt to amplify before they’re ready. They scale distribution before they’ve nailed differentiation.
It’s not an execution problem. It’s a sequencing problem.
And the longer you wait to fix it, the more expensive it gets. Every piece of content, every press release, every campaign that goes out with the wrong story trains the market to misunderstand you. Undoing that takes longer than getting it right in the first place.
What Sevenfold does
We fix the story before execution makes it expensive to fix. Then we stay on to execute it.
Every engagement starts with a conversation. We don’t prescribe before we diagnose. Some companies need a full narrative foundation built from scratch. Some need sharpening — the story is 80% right but the 20% that’s wrong is costing them. Some are mid-execution and need someone to come in, find what isn’t landing, and fix it.
The shape of the work depends on where you are.
For most clients the sequence is the same: diagnose what the market is actually hearing — not what you think you’re saying — then build the positioning foundation, then execute PR, content, growth, and earned media all running from the same story.
Every engagement is led by Hector and me directly. No account managers. No handoffs. The people who built the strategy execute it.
What we’ve seen when it works
When Synthetix came to us they needed a go-to-market narrative and a full PR strategy built in days, not months. We built it. They raised $30M — Australia’s largest blockchain ICO at the time. The cap hit in 90 minutes. Kain Warwick, the founder, said we listened to what they wanted to achieve and crafted a plan based on deep understanding of the space. That’s what it looks like when the story is right before execution begins.
Veda had strong protocol architecture and a strong team. What they didn’t have was a narrative that made institutional capital move. Positioning determines who gets the liquidity in this market. We rebuilt the story from the ground up and stayed on to execute it. TVL went from $700K to $3B.
Chakra came to us with three distinct audiences and no unified narrative. Brand messaging that shifted depending on who was in the room. We built the full positioning architecture. That work became the foundation for Pango.so — now the core of their entire product. The positioning didn’t just inform the marketing. It informed the company direction.
Who this is for
Seed to Series B founders in Web3, AI, and frontier tech.
Founders building in categories the market hasn’t named yet. Where the technology is real but the language around it isn’t ready. Where investors ask the same clarifying questions on every call. Where PR is placing stories that aren’t converting. Where the team can’t quite agree on what the company actually is.
We work with founders who are done guessing. Who want the people who built the strategy to run it. Who will be honest with us about where things stand — because we can’t fix a story we don’t fully understand.
We don’t work with companies that want to be told what they want to hear. We’d rather say we’re not the right fit on the first call than waste a founder’s time and budget executing a narrative we don’t believe in.
If this resonates
You can reach us at hello@sevenfold.io.
Tell us what you’re building and what isn’t landing. We’ll tell you honestly whether and how we can help.
No pitches. No decks. Just a conversation.
