Here's a truth that might ruffle some feathers in the Web3 world: Layer 2s are building highways while users are still trying to figure out how to ride a bike.

In the rush to solve Ethereum's scaling challenges, L2 projects have created increasingly sophisticated solutions. But while they're busy optimizing for technical excellence, they're forgetting something crucial: most people don't speak zkRollup.

And trust us, after years of working with Web3 projects, we've seen this story play out too many times. The technology is brilliant, the execution is flawless, but the market... the market just isn't getting it.

The Communication Chasm

Let's look at some pretty common trends that should make every L2 marketer uncomfortable:

• Prospective users often find technical jargon confusing or intimidating

• The majority of consumers recognize "blockchain" but can't define "layer 2"

• Technical documentation dominates L2 marketing materials, while use cases remain buried in jargon

• Most L2 projects spend more time explaining their technology stack than their user benefits

In addition to being a marketing problem, there is a fundamental misalignment between what L2s are building and how they're presenting it to the world.

Here’s a few examples:

1. Polygon: “We’re Ethereum’s scalability solution!” Cool, but what does that mean to someone buying an NFT or gaming?

2. Optimistic rollups: “Fraud proofs secure your transactions!” That sounds important, but how does it actually improve my experience?

3. zkSync: “zkEVM-compatible for cost-effective dApps!” Uh... English, please?

L2s are marketing features instead of benefits and specifications instead of solutions. The messaging assumes consumers are blockchain scholars. They’re not.

Consumers Want Solutions, Not Specs

While L2 teams obsess over technical specifications, users are asking much simpler questions:

• Will this make transactions cheaper?

• Can I trust this platform with my assets?

• Why should I use this instead of what I'm using now?

• How easy is it to get started?

• What happens if something goes wrong?

The answers to these questions exist, but they're buried under layers of technical jargon that would make a computer scientist's head spin. Until L2s simplify their message, they’ll keep losing potential users who are eager—but confused.

Breaking Down the Barriers

Having worked with numerous L2 projects, we've identified three critical areas where the disconnect happens:

1. The knowledge assumption gap

L2s often assume their audience has a base level of technical knowledge that simply doesn't exist. It's like trying to teach calculus to someone still learning arithmetic. This leads to marketing materials that might impress developers but leave potential users overwhelmed and excluded.

2. The value translation problem

Technical features aren't being translated into tangible benefits. When zkSync talks about zero-knowledge proofs, what users really need to hear is, "Your transactions will be private and secure.” When Optimism discusses rollups, users need to understand that this means they'll save money and time.

3. The trust barrier

Technical excellence alone doesn't build confidence in a space where trust is everything. Users need to understand why they should trust an L2 solution in terms they can grasp. The most sophisticated security system in the world means nothing if users don't understand how it protects them.

The Fix: How L2s Can Close the Gap

If you’re an L2 founder, don’t worry—it’s not all doom and gloom. Here’s how to align your messaging with the people who matter most: your users.

1. Kill the jargon

Drop the buzzwords. Seriously. Compare your tech to things people already understand:

• L2s? They’re highways that reduce traffic on busy city streets (Ethereum).

• zkSync? It’s like a faster, cheaper toll road with built-in security.

Simple analogies do more to win hearts than a 20-slide deck on zk proofs.

2. Build the narrative

People remember stories, not specs. Instead of touting “transactional efficiency,” highlight real-world examples:

• How an artist on Polygon sold out an NFT collection without burning a hole in their buyers’ wallets.

• How zkSync made DeFi gaming affordable for players in emerging markets.

These stories stick—and they sell.

3. Make education fun

Nobody wants a lecture, but everyone loves a good explainer. Think infographics, snappy videos, or interactive demos. Show, don’t tell. Teach users how your tech improves their lives without making them feel dumb.

4. Listen and iterate

Your users are your best focus group. Run surveys, ask questions, and let their feedback shape your messaging. Think of it as debugging—but for communication.

Why This Matters: L2s Are at a Crossroads

The technical excellence of L2 solutions matters. But if users can't understand their value, does it really matter how many transactions they can process per second?

The potential is massive, but so is the risk of irrelevance. If L2s don’t pivot to user-centric messaging, they’ll remain stuck in developer echo chambers. And while they fumble, competitors who speak the consumer’s language will eat their lunch.

At Myosin, We Get It

We’ve been around Web3 long enough to know that marketing here isn’t a copy-paste of Web2 strategies. We’ve seen the space shift and helped projects like yours bridge the gap between tech brilliance and market reality.

Ready to stop losing your audience in translation? Let’s talk. Expand to markets that need you—and do it with messaging that actually resonates.

Let's talk about your L2 growth strategy.