吸引註意力：加密貨幣巨頭矮胖企鵝和無聊猿遊艇俱樂部的經驗教訓

佔據市場份額是打造一個不僅蓬勃發展而且佔據主導地位的品牌的關鍵一步。無論您是在 Web3 領域進行創新，還是在傳統行業中引領潮流，吸引註意力的戰鬥都是您贏得所有其他戰鬥的關鍵。

In today's hyper-competitive business landscape, capturing mindshare has become paramount for brands seeking to not just thrive but dominate their respective markets. Whether you're pushing the envelope of innovation in the Web3 space or spearheading a charge in an old-school industry, the battle for attention is where all your other battles are ultimately won. Get people thinking about your brand, your product or your movement and you’ve laid the groundwork for selling more effectively, forging partnerships and sustaining momentum.

在當今競爭異常激烈的商業環境中，對於尋求蓬勃發展並主導各自市場的品牌來說，佔據市場份額已變得至關重要。無論您是在 Web3 領域突破創新極限，還是在傳統行業中帶頭衝鋒，吸引註意力的戰鬥都是您所有其他戰鬥最終獲勝的關鍵。讓人們思考您的品牌、您的產品或您的運動，您就為更有效地銷售、建立合作夥伴關係和維持動力奠定了基礎。

Two recent stories from the crypto space—Pudgy Penguins’ upcoming Pengu token launch and Bored Ape Yacht Club's (BAYC) announcement of ApeChain—serve as perfect case studies in the art and science of owning headspace.

加密領域最近的兩個故事——Pudgy Penguins 即將推出 Pengu 代幣和 Bored Ape Yacht Club (BAYC) 宣布 ApeChain——成為擁有頂空的藝術和科學的完美案例研究。

From Penguins To Primates: Lessons From Crypto Giants

從企鵝到靈長類動物：加密貨幣巨頭的教訓

Take Pudgy Penguins, for example. Beginning as a playful and creative NFT project, they have evolved into a bona fide brand powerhouse. Their announcement of Pengu, a new token set to launch by the end of 2024, is a textbook play in expanding their ecosystem. The launch isn’t just about adding another layer to their project; it’s about solidifying their narrative as innovators. With plans to allocate nearly 25% of the token supply toward community and ecosystem growth, Pudgy Penguins is doubling down on what’s made them successful: a loyal, engaged and increasingly influential community. This strategy transforms their audience into co-creators of the brand’s story, ensuring that Pudgy Penguins aren’t just top of mind for NFT collectors but also for newcomers intrigued by the buzz. Founders, take note: nothing captures mindshare better than empowering your audience to feel like stakeholders in your success.

以矮胖企鵝為例。他們最初是一個有趣且富有創意的 NFT 項目，現已發展成為一個真正的品牌巨頭。他們宣布將於 2024 年底推出新代幣 Pengu，這是擴展其生態系統的教科書般的做法。此次發布不僅僅是為他們的項目添加另一層；這是為了鞏固他們作為創新者的形象。 Pudgy Penguins 計畫將近 25% 的代幣供應量用於社區和生態系統的發展，並加倍致力於其成功的秘訣：忠誠、參與度高且影響力日益增強的社區。這項策略將他們的受眾轉變為品牌故事的共同創造者，確保矮胖企鵝不僅成為 NFT 收藏者的首選，而且也成為對此感興趣的新人的首選。創辦人請注意：沒有什麼比讓你的受眾感覺自己是你成功的利害關係人更能吸引人們的注意力了。

Similarly, BAYC’s ApeChain launch is a masterclass in utility-driven innovation. When BAYC burst onto the scene, they weren’t just selling NFTs; they were selling access—to a network, exclusivity and cultural cachet. Now, with the unveiling of ApeChain, they’re doubling down on the ethos that utility drives longevity. ApeChain is a promise to its holders that the ecosystem’s value will keep expanding. This move has already bolstered the value of ApeCoin and rekindled interest in BAYC NFTs. Founders outside the crypto world should note the ripple effect this creates: utility sustains relevance, which in turn sustains mindshare. Whether you’re building in SaaS, hospitality or consumer goods, the question should always be, “How does this new feature or initiative deepen the connection between my audience and my brand?”

同樣，BAYC 的 ApeChain 發布也是實用驅動創新的大師級作品。當 BAYC 突然出現時，他們不僅銷售 NFT，還銷售 NFT。他們出售的是網路使用權、排他性和文化聲望。現在，隨著 ApeChain 的推出，他們正在加倍強調實用性驅動長壽的精神。 ApeChain是對其持有者的承諾，即生態系統的價值將不斷擴大。此舉已經提升了 ApeCoin 的價值，並重新點燃了人們對 BAYC NFT 的興趣。加密世界之外的創始人應該注意到這所產生的連鎖反應：實用性維持了相關性，進而維持了思想共享。無論您是在 SaaS、酒店業還是消費品領域進行構建，問題始終應該是：“這項新功能或舉措如何加深我的受眾與我的品牌之間的聯繫？”

Storytelling, Consistency And Timing

說故事、一致性和時機

Mindshare, at its core, is about association. People think Kleenex, they think tissue. They think Tesla, they think electric cars. When people think about your space, they need to think about you. To achieve this, founders need to focus on three critical areas: storytelling, consistency and timing.

Mindshare 的核心是關聯。人們想到紙巾，想到紙巾。他們想到特斯拉，他們想到電動車。當人們想到您的空間時，他們需要想到您。為了實現這一目標，創辦人需要專注於三個關鍵領域：說故事、一致性和時機。

First, storytelling is where the magic happens. Both Pudgy Penguins and BAYC are thriving because they’ve mastered narrative-building. Pudgy Penguins is crafting a narrative of whimsical yet powerful innovation, where everyone from seasoned crypto traders to newcomers feels like they’re part of a larger movement. Similarly, BAYC’s story is one of exclusivity, creativity, and now, groundbreaking utility with ApeChain. Founders should be relentless in shaping how their audience perceives them. A great story connects emotionally, aligns with values and creates advocates. It’s not enough to talk about what you do; you need to constantly reinforce why it matters and how it’s changing the game.

首先，說故事是魔法發生的地方。 Pudgy Penguins 和 BAYC 都在蓬勃發展，因為他們掌握了敘事建構。 Pudgy Penguins 正在打造一個異想天開但強大的創新故事，從經驗豐富的加密貨幣交易者到新手，每個人都感覺自己是更大運動的一部分。同樣，BAYC 的故事也是一個關於排他性、創造力以及現在與 ApeChain 的突破性實用性的故事。創辦人應該堅持不懈地塑造受眾對他們的看法。一個偉大的故事能夠在情感上產生聯繫，與價值觀一致並產生擁護者。僅僅談論你所做的事情是不夠的；你需要不斷強化它的重要性以及它如何改變遊戲規則。

Next up is consistency. Mindshare isn’t captured overnight; it's a slow burn. Pudgy Penguins didn’t randomly drop Pengu without years of building a trusted reputation in the NFT space. BAYC didn’t announce ApeChain as their first big move; they’ve spent years delivering consistent, high-value experiences. Consistency breeds trust, and trust is the gateway to influence. As a founder, you can’t afford to be erratic. Show up in the spaces your audience frequents—whether it’s Twitter, LinkedIn or TikTok—and show up often. Reinforce your message until your brand becomes synonymous with your space. Remember, Coca-Cola didn’t become the global leader in soft drinks by running one killer ad campaign. They’ve been consistent for over a century.

接下來是一致性。心靈份額不是一朝一夕就能獲得的；這是一個緩慢的燃燒。 Pudgy Penguins 並沒有在 NFT 領域建立可信聲譽多年的情況下隨意放棄 Pengu。 BAYC 並沒有宣布 ApeChain 作為他們的第一個重大舉措；他們花了數年時間提供一致的、高價值的體驗。一致性會產生信任，而信任是影響力的大門。身為創始人，你不能飄忽不定。出現在您的受眾經常光顧的空間（無論是 Twitter、LinkedIn 還是 TikTok），並且經常出現。強化您的訊息，直到您的品牌成為您的空間的代名詞。請記住，可口可樂並不是透過一場殺手級廣告活動成為全球軟性飲料領導者的。一個多世紀以來，它們一直保持一致。

Finally, timing is everything. Both Pudgy Penguins and BAYC didn’t just launch these initiatives at random; they likely waited until the market conditions, audience appetite and internal readiness aligned. In the same way, founders need to understand the cadence of their industry and their audience. Move too early, and you risk confusing or alienating your audience. Move too late, and you’ll miss your window. Timing requires listening—to your community, to the market and to your gut. Mastering this balance ensures that your announcements land with maximum impact.

最後，時機就是一切。 Pudgy Penguins 和 BAYC 發起這些舉措並不是隨意的，而是出於偶然。他們可能會等到市場狀況、觀眾胃口和內部準備狀況一致後才採取行動。同樣，創辦人需要了解其行業和受眾的節奏。行動得太早，你就有可能讓觀眾感到困惑或疏離。行動得太晚，你就會錯過窗口。時機需要傾聽——你的社區、市場和你的直覺。掌握這種平衡可以確保您的公告產生最大的影響力。

Applying Mindshare Principles

應用心靈共享原則

But let’s not make the mistake of thinking this approach only

但我們不要誤以為這種方法只是