Cardano’s Marketing Challenge: A Need for Smarter Strategy
Cardano (ADA), known for its research-driven approach to blockchain development, is facing some challenges when it comes to growth, and according to Tim Harrison, Executive VP of Community & Ecosystem at Input Output (IO), the issue isn’t just about marketing, at least, not in the traditional sense.
“I’ve been doing a LOT of thinking about marketing,” Tim recently shared. “More specifically, Cardano’s so-called ‘marketing problem.’” Tim’s been with Cardano since 2019, back when the whole crypto market, not just Cardano, was struggling. He’s seen the ups and downs, and he’s the first to admit he’s not entirely objective. But his insight is rooted in years of experience. And what he’s been hearing from the community lately? It hits home. “We don’t just need more marketing. We need better marketing, smarter, more strategic, more aligned.”
Not a Lack of Progress, But a Lack of Visibility
Cardano’s community has done something remarkable. Without flashy ads or empty hype, it pushed the platform into the top ten cryptocurrencies with a market capitalization of $25.1 billion just after Dogecoin (DOGE). But the reality is, even the best technology needs a spotlight. It needs a clear voice, especially for people who aren’t already immersed in the project.
The platform does have standout features. To begin with, it uses a UTXO model (short for Unspent Transaction Output), similar to Bitcoin’s, but with its own twist, called Extended UTXO (eUTXO). Then there is liquid staking, which is an option where users can stake their ADA to help secure the network and earn rewards, without locking their funds.
Cardano also has a decentralized governance system that’s still evolving but improving steadily. The idea is to give the community more power over how the platform develops over time, instead of relying on a small group of decision-makers.
But here’s the catch: without real-world usage, all those features are just potential. As Tim puts it, “Marketing isn’t the goal. Growth is. Real growth. Real usage. Real DApps solving real problems.” As Tim Harrison points out, some things are already becoming clear about what Cardano really needs to move forward.
First, it needs solid research, not just surface-level analysis, but a deep understanding of where the platform currently stands and where it realistically can go. It also needs a go-to-market strategy that isn’t built in isolation but shaped and backed by the community itself.
On top of that, he said “Support for strategic partnerships and grassroots advocacy,” and maybe most importantly, Cardano needs a unified, accessible narrative that speaks to people outside the crypto bubble.
This is about creating a strategy that helps developers clearly see the value of Cardano’s tools, helps businesses understand how it can solve real-world challenges, and ensures users feel empowered rather than overwhelmed by complexity. Tim concluded, “We need to invest in communicating better. Smarter. Together. And together here means not centralized, but coherent.”
Currently, Cardano is trading at the price of $0.7136, with an increase of 1.50% in the past day and a slight decrease of 1.29% in the past week.