At Consensus 2025 in Hong Kong, Eddy Gonzalez, a Taiwan-based YouTuber, sat down with Anndy Lian, a renowned blockchain expert, best-selling author, to discuss the critical role of community in project success. The interview, titled “Why Building Community is the SECRET to Project Success!”, offered profound insights into the importance of community-driven strategies in the blockchain and Web3 space.
The Foundation of Success: Community
Anndy Lian opened the conversation with a powerful statement: “If you are a project owner trying to build a big project, you have to focus on community. And if you are an investor, please invest in projects that are sustainable.” This set the tone for the discussion, emphasizing that community is not just a marketing tool but the backbone of any successful venture in the blockchain ecosystem.
Lian elaborated on the shift from traditional marketing to community-driven approaches, stating, “In Web3, the community is not just an audience; it’s the backbone of every project. Unlike traditional marketing, where brands talk at consumers, Web3 thrives on co-creation and shared ownership. Communities are the ones who breathe life into projects, and their engagement can make or break a venture.” This sentiment underscores the transformative power of communities in the decentralized world.
The Evolution of Blockchain and Community
Reflecting on his journey in the blockchain space, Lian shared how he first encountered Bitcoin in 2013, primarily for transactional purposes. “Back then, I didn’t fully understand what Bitcoin could do, but I saw its potential for anonymous transactions in the advertising industry,” he recalled. Over time, his involvement deepened, and he became a key advisor to governments and a vocal advocate for blockchain technology.
Lian highlighted the importance of authenticity and transparency in building trust within communities. “People can sense when a project is genuine. At OG Peanut, we prioritize open communication and honesty. If we make a mistake, we own up to it and involve the community in finding solutions. This builds credibility and strengthens our bond with members,” he explained. This approach fosters loyalty and long-term engagement, which are crucial for project sustainability.
Challenges in Community Building
While the benefits of community-driven marketing are undeniable, Lian also addressed the challenges associated with it. He pointed out the difficulty of scaling community engagement as projects grow. “As your community expands, maintaining the same level of personal connection becomes challenging. At OG Peanut, we’ve had to invest in tools and processes to ensure that every member feels heard, even as our numbers grow,” he shared.
Another challenge is managing toxic behavior within communities. “Not all community members have positive intentions. We’ve had to implement strict moderation policies to prevent harassment and misinformation. Balancing openness with safety is a delicate act, but it’s crucial for maintaining a healthy community,” Lian explained. This highlights the need for robust governance structures to ensure a positive and inclusive environment.
The Role of AI in Community Engagement
The conversation also touched on the impact of AI on community interactions. Lian shared his experience testing AI agents, including one that cloned a friend of his. “The AI agent was incredibly smooth and almost indistinguishable from the real person. It’s a powerful tool, but it’s also a bit scary,” he noted. While AI can enhance community engagement, Lian emphasized the importance of maintaining genuine human connections. “AI is a good utility for projects, but it should supplement, not replace, real human interaction,” he advised.
Lian also highlighted the limitations of AI in handling volatile data. “AI agents struggle with up-to-date information, especially in fast-changing markets like cryptocurrency. Simple conversations are fine, but when it comes to real-time data, they fall short,” he explained. This underscores the need for a balanced approach, leveraging AI for efficiency while ensuring that human oversight remains central.
The Future of Community-Driven Marketing
Looking ahead, Lian expressed optimism about the continued evolution of community-driven marketing. “As technology advances, we’ll have even more tools to connect with and empower our communities. The key will be staying true to our values and prioritizing the human element,” he said. This vision aligns with the ethos of Web3, where decentralization and inclusivity are key principles.
Lian also emphasized the importance of sustainability in project development. “If you are a project owner, please work hard for your project. A lot of project owners are not focused, and that’s a big problem. To build a big project, you have to focus on community,” he advised. For investors, he recommended prioritizing projects that demonstrate long-term viability and a strong commitment to their communities.
Key Takeaways
The interview with Anndy Lian offered valuable insights into the role of communities as the secret to project success in the Web3 era. Key takeaways include:
- Authenticity and Transparency: Building trust through open communication and honesty is essential for fostering loyal communities.
- Scalability and Governance: As communities grow, maintaining personal connections and implementing robust governance structures are critical challenges.
- The Role of AI: AI can enhance community engagement but should supplement, not replace, genuine human interaction.
- Sustainability: Project owners must focus on building sustainable projects, and investors should prioritize ventures with long-term viability.
- Education and Safety: Newcomers to the blockchain space should take the time to educate themselves and prioritize safety in their investments.
Anndy Lian’s insights underscore the transformative potential of communities in the blockchain space, offering a roadmap for projects looking to harness this powerful marketing tool. As the industry continues to evolve, the principles of authenticity, transparency, and sustainability will remain central to building successful and impactful projects.
For those interested in learning more from Anndy Lian, he can be found on Twitter and his personal website, where he regularly shares valuable insights and advice on blockchain and community building.
Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.
Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.
An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.
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