How To Win In A Crowded Market

A story about happy chickens and how to stand out in Web3.

Jax Dwyer
February 08, 2025

6 months ago, a new egg brand appeared in Medellín (where I live).

Gallina Feliz (which translates to: Happy Chicken.)

At first glance, it doesn’t seem like much, right? Just another box of eggs.

But here’s the deal. They cracked the branding code.

See, before Gallina Feliz, all the egg brands here were the same.

Some sold themselves on size—AA vs. AAA.

Others on the packaging—plastic vs. cardboard vs. eco-fiber.

But no real differentiation.

Until Gallina Felicis showed up.

They didn’t compete on features. They didn’t say, “Our eggs are 10% bigger.”

They planted a flag: We have the happiest chickens.

Now, when I’m buying eggs, I’m asking myself:

“Do I want happy chicken eggs? Or… eggs from depressed chickens?”

It’s genius.

How This Applies to Web3

Right now, most Web3 projects are like those other egg brands.

Competing on boring features:

Guess what? No one cares.

Solana isn’t winning because of proof of history.

Bearchain isn’t thriving because of proof of liquidity.

They’re winning because of branding.

The tech matters, sure. But it’s not why people care.

So how do you stand out?

Be the happy chickens in a world of feature-first brands.

Find your narrative. Own it.

Monad’s didn’t just stress “faster EVM.”

They built an entire vibes ecosystem.

What subconscious choice does your brand offer?

Is your project exciting, inspiring, fun… or just another TPS stat sheet?

Of course, you need a solid product.

Gallina Feliz wouldn’t survive if their eggs sucked.

But do their eggs taste better?

Or am I just convinced they do because of happy chicken magic?

That’s the power of branding.

And it’s how you win in Web3.

Think about it. Would your users choose happy chickens… or just more TPS?

Are you perceived as the Apple of the industry or more the Android?

Keep building,

Jax