GM frens,

In today's edition of The Ground Floor we will be breaking down the playbook Jack Butcher has built to become the #1 Web3 artist in 2023.

Jack Butcher's Secret Sauce

How has Jack Butcher been so successful in 2023?

With multiple Jack Butcher projects trending on OpenSea on any given day, Jack has pioneered a playbook other creators can follow.

Let's break down this playbook.

Under Promise, Over Deliver

Under-promising and over-delivering doesn't happen very often in Web3.

Adhering to this principle has been a key pillar of Jack Butcher's success.

While the majority of Web3 projects with any potential commonly cost collectors thousands of dollars to mint ~ Checks cost $8 to mint & Opepen was free to mint.

Creating Expectations

At the time these projects were created, Jack communicated that minting one of these tokens provided collectors with a fungible (identical) piece of artwork.

There was no promise of future airdrops, tokens, or metaverse land ~ instead collectors expected to receive the piece of artwork they paid for.

Exceeding Expectations

It was only after each of these mints had ended and collectors expectations were met that Jack took the opportunity to exceed collectors expectations by turning Checks into a generative art project, and turning Opepen into a profile picture project.

Had Jack communicated these plans prior to the mint, it's likely he could have sold 10x the number of NFTs at 10x the price points he charged.

Instead, Jack chose to under promise and over deliver, a strategy that has since solidified Jack Butcher's name as one the most successful Web3 artists.

📝 Documenting The Process

Trust is the most valuable currency in crypto.

Jack has continuously built trust with collectors by providing detailed breakdowns of his thought process behind the key decisions that would impact the collections he's created.

As Checks received traction from the wider Web3 world, the collection of Tweets Jack shared became invaluable to help others understand the project ~ as this single source of truth explained the inception of the Checks, all the way through to its current state.

Beyond helping collectors understand the key decisions Jack made when developing Checks, this documentation provided collectors with the means to understand why Jack made each of the decisions, and the alternative strategies he was considering at the time.

Room For Improvement?

In contrast to this approach is PROOFs recent decision to cancel Proof of conference ~ a decision that brought significant criticism of both PROOF and Moonbirds to the surface as collectors were evidently very surprised by the seemingly sudden nature of this decision.

Had PROOF implemented the Jack Butcher playbook of sharing the development & thought process behind PROOF of conference, not only would PROOF have had the opportunity to get more Web3 participants excited about this event ~ they would have had the opportunity to clearly communicate the amount of work they completed to plan this event.

Instead, collectors such as myself who are outside the PROOF ecosystem were left wondering what the value proposition of Proof of conference was in the first place, and PROOF & Moonbird holders were dissatisfied due to their understanding & expectation that PROOF had all of the resources they needed to ensure this event would be a success story.

This is not a criticism of PROOF, as much as it is an example of how Jack Butcher's playbook can be applied beyond the collections Jack is creating.

🔊 Listening To Collectors

The very best builders in Web3 understand the value of feedback.

In a majority of industries today, customers are paid to provide feedback ~ in Web3, there's often an abundance of token holders willing to provide feedback free of charge.

During the moments where Jack needed feedback to make a more informed decision for Checks, he leveraged Twitter to receive feedback from dozens of Checks holders.

Why is this so valuable?

From Jack's standpoint, such feedback allowed him to increase the likelihood of Checks resonating with collectors, and from collectors standpoint these interactions became living proof of Jack's willingness to listen to the community of collectors who own his creations.

By consistently demonstrating a willingness to listen to his community ~ Jack has built trust with his collectors, and trust remains the most valuable currency in crypto in 2023.

📡 Looking Forward

With Checks reaching new all time highs, and Jack's decision to turn Opepen into a 16,000 profile picture collection (sending the collection up 10x) ~ it looks likely that Jack Butcher's creations will remain one of the primary taking points in the Web3 world in 2023.

As a long term fan of Jack, I see this as a very positive development for Web3.

Why is this a positive development?

Whether it's consistently raising hundreds of thousands of dollars to support different charities by selling NFTs, or promoting other artists' work in Web3, there's a long list of reasons to celebrate Jack Butcher's continued success.

💡 Web3 Roundup

1) 🗝️ VV Checks Secret Message

2) ✔️ Zeneca's #1 Mental Model For Web3

3) ❓ Blur's Co-founder Reveals His identify

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See you next time! — OB1👋

This newsletter is for informational purposes only and does not constitute financial or business advice to any person or entity.