After years in the trenches of both traditional marketing agencies and Web3 networks, I'm watching more and more Web3 projects selecting flexible networks over traditional agencies—and it's not just about cost.

What I've observed in recent months is striking: when pitched against multiple traditional agencies in formal RFPs, network models like Myosin are consistently winning.

The question is—why?

The Agency Growth Trap

Traditional agencies follow a predictable lifecycle. They start hungry, innovative, and client-focused. The founders are hands-on, the teams are nimble, and the work is stellar. But then success strikes.

As they scale, things change. Resources get diverted to vanity projects. Leadership shifts focus from client problems to industry recognition.

I've lived this firsthand at an agency that grew from zero to 85 people in just three years. In our final months, we spent extraordinary amounts of time and money on a rebrand. The CEO spent countless hours pontificating on minutiae.

This pattern repeats across the industry. Once agency leaders think they've "cracked services" and have a reliable gravy train of revenue, they start wondering what to do with the money:

• Build a train

• Launch a token

• Do a big rebrand

• Position themselves as the industry figure for whatever's trending.

It's the traditional company model at work, and I've seen it happen with countless others.

By the time they hit 50+ employees, many agencies have drifted far from their client-first roots. They become distracted, launching tokens, building proprietary chains, chasing conference panels, and pouring resources into rebrands. All while client work suffers.

The Network Advantage

The network model solves this fundamental problem by design. Here's why it's winning:

1. Talent flexibility without legacy costs

Networks don't maintain permanent staff who need to be billed out. They deploy only the relevant expertise when needed. People join the network when specific skill sets are required, and they move on when those needs change. This happens without traditional recruitment processes or payment structures, making everything more nimble.

2. The death of productized marketing

Traditional agencies develop standardized packages that force clients into predetermined solutions. The feedback I keep hearing is that other agencies pitch with predetermined services regardless of actual needs.

Instead, the network model builds solutions around specific client challenges, focusing on what actually needs to be done rather than what services are easiest to sell.

3. Team autonomy over agency ego

The network approach naturally avoids the ego pitfalls of traditional agencies, putting actual doing ahead of self-promotion.

Many network contributors have day jobs or multiple projects, so they're not seeking industry fame or building personal brands on client budgets. This fundamentally changes the dynamic, keeping the focus where it belongs.

Real Projects, Real Results

The Web3 projects selecting network models in early 2025 are not chasing meme coins or high-risk ventures. They're substantive projects building toward lasting adoption.

I've noticed our most successful clients are working on:

• Real-world asset (RWA) implementation

• AI crypto layer one development

• Institutional bitcoin investments

None are meme coin projects or trading-focused DEX frontends. These projects have attracted some of the most interesting clients in the space.

These serious projects are selecting partners who can execute quickly while staying focused on fundamentals. They need teams who can bridge the gap between technical capability and user-friendly simplicity.

Many Web3 teams with funding don't feel immediate pressure to commercialize, but the successful ones have the appetite to refine their narrative and simplify their messaging to drive actual adoption.

Evaluating Your Marketing Partners

As we move through 2025 and beyond, Web3 founders should ask tough questions about their marketing relationships:

1. Is your agency forcing predefined solutions or adapting to your actual needs?

2. Do they focus more on their brand or yours?

3. Are they staffing your project with the exact expertise you need, or who happens to be available?

4. Can they execute quickly, or are they mired in internal procedures?

5. Do they truly listen to your challenges, or just wait for their turn to speak?

The flexible network model is a response to fundamental flaws in the traditional agency model. By eliminating the structural problems that turn great agencies into self-absorbed organizations, networks maintain focus where it belongs: on your success.

Time to Rethink Your Marketing Partnerships

As Web3 matures, the most promising projects are choosing partners who prioritize adaptability and outcomes over rigid structures and industry accolades. The anti-agency approach redefines what effective marketing partnerships look like on Web3.

If you're feeling a bit stuck with the agency model, it might be a good time for an honest assessment. Let's set up a call to explore how a flexible, outcomes-focused partnership can truly elevate your efforts. Your roadmap deserves more than just being another case study; it deserves to shine!

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