Growth Cartography is the method behind Marketing Engineering: evidence first, one supervised loop, measurable handoff.
Marketing within crypto-powered networks — Farcaster, Lens, DAOs, onchain identity, and the agent settlement layer — where the participants own the rails and no single company controls the feed.
What is a decentralized market? Participant-owned markets organized through crypto protocols, portable identity, and onchain coordination.
Discovery on Farcaster and Lens is distributed across open protocols and community channels. There is no advertising product to buy placement inside. Reach is earned through participation, contribution, and the on-chain reputation that accumulates from both.
A wallet address and its associated ENS name, attestations, and token holdings are the same across every EVM-compatible protocol. brand.eth resolves everywhere. SIWE (EIP-4361, implemented in wevm/viem) lets any application verify wallet ownership without storing a password or trusting a platform.
Three open primitives are building the agent-to-agent commerce stack: coinbase/x402 for HTTP-native USDC payment, coinbase/agentkit for managed agent wallets, and google-agentic-commerce/AP2 for pre-authorized payment mandates. Agents can now discover, verify, and pay for services onchain — no human in the loop.
Owning the assets is half the answer. The other half is an organization shaped to run them.
In decentralized markets the org operates across many participant-owned networks without a platform playbook. MarCom OS's Hourglass design and Riverbank governance give the team one set of brand rules and one source of truth that hold in every network it shows up in — and in every agent interaction that queries it.
MarCom OS ships the Hourglass org blueprint, the Use, Compose, Build capability calculator, and the Riverbank governance system as editable working documents, with a free starter pack to try before you buy.
Every marketplace uses the same practical questions so the differences stay legible.
Participants govern protocols, wallets, and networks.
Open protocols, communities, attestations, and contribution.
Portable wallet identity, ENS names, and attestations.
Participants and communities coordinate through protocol rules.
Tokens and programmable onchain settlement.
Contribution, reputation, retention, liquidity, and attestations.
Portable identity, onchain reputation, and a source-grounded corpus.
Make contribution verifiable and carry one governed source across networks.
Each market has a one-pager and a full field guide. Move through the series in any order.
Marketing within today's platforms: Meta, Google, TikTok. And now the AI platforms like ChatGPT, where the rules for who gets seen are not yet understood.
Agents transacting with agents. The open protocol stack (MCP → A2A → AP2 → x402) is live; the growth curve points toward marketplaces at the scale of Meta and Google today.
Use the same eight questions to locate the rails, decision-maker, measurable signal, and durable asset in any market.
Field Guide 003 is live: the full argument for marketing within crypto-powered networks, six moves for the decentralized market, and the three agent-commerce primitives — with the 13-slide deck. Drop your email to follow the series and we'll reach out the day the next guide ships. No spam.
Prefer email? Write us at john@ratcliffe-lee.com.
Token networks decay on the same curves as every other cohort. Model your node retention, airdrop vs drip dynamics, and sustained active count.
Take it to the Lab →