吸引注意力：加密货币巨头矮胖企鹅和无聊猿游艇俱乐部的经验教训

占据市场份额是打造一个不仅蓬勃发展而且占据主导地位的品牌的关键一步。无论您是在 Web3 领域进行创新，还是在传统行业中引领潮流，吸引注意力的战斗都是您赢得所有其他战斗的关键。

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.

在当今竞争异常激烈的商业环境中，对于寻求蓬勃发展并主导各自市场的品牌来说，占据市场份额已变得至关重要。无论您是在 Web3 领域突破创新极限，还是在传统行业中带头冲锋，吸引注意力的战斗都是您所有其他战斗最终获胜的关键。让人们思考您的品牌、您的产品或您的运动，您就为更有效地销售、建立合作伙伴关系和维持动力奠定了基础。

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.

加密领域最近的两个故事——Pudgy Penguins 即将推出 Pengu 代币和 Bored Ape Yacht Club (BAYC) 宣布 ApeChain——成为拥有顶空的艺术和科学的完美案例研究。

From Penguins To Primates: Lessons From Crypto Giants

从企鹅到灵长类动物：加密货币巨头的教训

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.

以矮胖企鹅为例。他们最初是一个有趣且富有创意的 NFT 项目，现已发展成为一个真正的品牌巨头。他们宣布将于 2024 年底推出新代币 Pengu，这是扩展其生态系统的教科书般的做法。此次发布不仅仅是为他们的项目添加另一层；这是为了巩固他们作为创新者的形象。 Pudgy Penguins 计划将近 25% 的代币供应量用于社区和生态系统的发展，并加倍致力于其成功的秘诀：忠诚、参与度高且影响力日益增强的社区。这一策略将他们的受众转变为品牌故事的共同创造者，确保矮胖企鹅不仅成为 NFT 收藏者的首选，而且也成为对此感兴趣的新人的首选。创始人请注意：没有什么比让你的受众感觉自己是你的成功的利益相关者更能吸引人们的注意力了。

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?”

同样，BAYC 的 ApeChain 发布也是实用驱动创新的大师级作品。当 BAYC 突然出现时，他们不仅销售 NFT，还销售 NFT。他们出售的是网络使用权、排他性和文化声望。现在，随着 ApeChain 的推出，他们正在加倍强调实用性驱动长寿的精神。 ApeChain是对其持有者的承诺，即生态系统的价值将不断扩大。此举已经提升了 ApeCoin 的价值，并重新点燃了人们对 BAYC NFT 的兴趣。加密世界之外的创始人应该注意到这所产生的连锁反应：实用性维持了相关性，进而维持了思想共享。无论您是在 SaaS、酒店业还是消费品领域进行构建，问题始终应该是：“这项新功能或举措如何加深我的受众与我的品牌之间的联系？”

Storytelling, Consistency And Timing

讲故事、一致性和时机

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 的核心是关联。人们想到纸巾，想到纸巾。他们想到特斯拉，他们想到电动汽车。当人们想到您的空间时，他们需要想到您。为了实现这一目标，创始人需要关注三个关键领域：讲故事、一致性和时机。

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，讲故事是魔法发生的地方。 Pudgy Penguins 和 BAYC 都在蓬勃发展，因为他们掌握了叙事构建。 Pudgy Penguins 正在打造一个异想天开但强大的创新故事，从经验丰富的加密货币交易者到新手，每个人都感觉自己是更大运动的一部分。同样，BAYC 的故事也是一个关于排他性、创造力以及现在与 ApeChain 的突破性实用性的故事。创始人应该坚持不懈地塑造受众对他们的看法。一个伟大的故事能够在情感上产生联系，与价值观相一致并产生拥护者。仅仅谈论你所做的事情是不够的；你需要不断强化它的重要性以及它如何改变游戏规则。

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.

接下来是一致性。心灵份额不是一朝一夕就能获得的；这是一个缓慢的燃烧。 Pudgy Penguins 并没有在 NFT 领域多年建立可信声誉的情况下随意放弃 Pengu。 BAYC 并没有宣布 ApeChain 作为他们的第一个重大举措；他们花了数年时间提供一致的、高价值的体验。一致性会产生信任，而信任是影响力的大门。作为创始人，你不能飘忽不定。出现在您的受众经常光顾的空间（无论是 Twitter、LinkedIn 还是 TikTok），并且经常出现。强化您的信息，直到您的品牌成为您的空间的代名词。请记住，可口可乐并不是通过一场杀手级广告活动成为全球软饮料领导者的。一个多世纪以来，它们一直保持一致。

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.

最后，时机就是一切。 Pudgy Penguins 和 BAYC 发起这些举措并不是随意的，而是出于偶然。他们可能会等到市场状况、观众胃口和内部准备情况一致后才采取行动。同样，创始人需要了解其行业和受众的节奏。行动得太早，你就有可能让观众感到困惑或疏远。行动得太晚，你就会错过窗口。时机需要倾听——你的社区、市场和你的直觉。掌握这种平衡可以确保您的公告产生最大的影响力。

Applying Mindshare Principles

应用心灵共享原则

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

但我们不要错误地认为这种方法只是