SNEAK PEAK for SXSW: "From a child's bedroom to blockchain's bleeding edge: what's the connection? The answer lies in the power of language. The words we choose, the narratives we craft, significantly shape perceptions and dictate the future of Web3. In this talk, we'll: • Discuss the significant role of naming and framing in tech. • Highlight how word choice can evoke curiosity, anticipation, and even disappointment. • Examine the Law of Diffusion of Innovation, pinpointing our persuasive targets. This thought-provoking discourse is not about proposing specific terms or selling anything to you, but sparking a wider conversation on the role of language in technology's tomorrow."

1. Sneak Peak for SXSW 2024
How Language Defines
Technological Progress –
Crafting Web3

2. CHANGE IS COMING
MY SON‘S ROOM
“SPIELZIMMER”
THE PLAYROOM

3. NAMING & FRAMING:
SETTING EXPECTATIONS

4. EXPECTATIONS
THE EXPECTATION DELTA MODEL
Excitement
Disappointment
Expectation
Reality Reality
Expectation

5. MAKING MY LIFE IN WEB3 MUCH EASIER:
THINGS I CHANGED RECENTLY

6. WHAT I AM NOT USING ANYMORE
TOKEN GATED
THE REAL WORLD
NFT
MINT

7. NAMING & FRAMING:
HOW WEB3 TALKS TODAY

8. HOW WEB3 TALKS TODAY
MINTING
CLAIM
LEDGER
ROYALTIES
STAKING
MEET IRL
ICO
10X
TO THE MOON
WAGMI
CURRENCY
SMART CONTRACT
MINING
NFT
TOKEN GATED
WHITE-LIST TRANSACTIONS
LOCKING
HODL

9. Carbon Credits
Transparency
Car Industry
HR / Employer Branding
Education (Certificates…)
Identification (brand IDs, public IDs…)
Loyalty Programs
Music Industry
Film Industry
Live Events / Festivals / Fairs
Sport / Athletes
Fashion Industry
Supply Chain
…
BLOCKCHAIN
BEYOND DEFI

10. WHY WE NEED EVERYONE
THE LAW OF DIFFUSION OF INNOVATION
Laggards
Early Majority
EarlyAdptrs
Innovators
How, why, and at what rate new ideas and technologies succeed (by Everett Rogers)
Late Majority
100
50
0
Market
Share
in
%
2.5%
34%
34% 16%
13.5%
decision maker
.

11. Why use it?
Emotional + Rational Benefits
Values & Associations
Familiar
Save
Fun
A LANGUAGE TO MAKE
WEB3 A SUCCESS

12. NOTHING WRITTEN IN STONE
THE METAVERSE
>
SPATIAL EXPERIENCES
>
SPATIAL COMPUTING

13. We need to address
the masses / decision makers #InnovationLaw
We need to set expectations right
#dissapointmentDelta
Naming and framing is great way
to manage expectations #kidsroom
We need frames and associations that reflect
what Web3 can truly do for ppl #beyondDeFi
TAKE-AWAYS

14. Yours, Katsche Platz
How Language Defines
Technological Progress –
Crafting Web3