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An Insightful Conversation with Anndy Lian from Singapore – Author of ‘Discovering Singapore By Chance: A Personal Discovery’

An Insightful Conversation with Anndy Lian from Singapore – Author of ‘Discovering Singapore By Chance: A Personal Discovery’
At AuthorsWiki, we are privileged to have had the opportunity to connect with Anndy Lian, a Author from Singapore, whose unique voice and creative spirit shine through in their latest work, Discovering Singapore By Chance: A Personal Discovery. Their book, already making waves across leading platforms, invites readers into a world shaped by imagination, experience, and purpose.
Anndy Lian is a Singapore-born investor, author, and advisor at the intersection of technology, finance, and public policy. With a career spanning digital transformation, blockchain, and innovation strategy, he has worked closely with listed companies, startups, and government agencies to navigate the evolving landscape of the digital economy. A regular commentator on tech and economic trends, Anndy brings an insider’s perspective to Singapore’s development—shaped by decades of lived experience and professional engagement.
In Discovering Singapore By Chance, he co-authors a personal and insightful journey into the heart of his home country, blending his deep institutional knowledge with the fresh eyes of his co-author, Jenny Zheng. Through this collaboration, Anndy offers not just a portrait of Singapore’s systems and successes, but a reflection on national identity, progress, and the quiet marvels of a city-state that continues to reinvent itself.
In this conversation, the author opens up about the deeper motivations behind their storytelling, their personal and literary journey, and the lessons they’ve learned along the way. Whether you’re a fan of thoughtful writing or someone looking to understand the creative process, this interview promises valuable insight and inspiration.
AuthorsWiki : Apart from writing, what is your occupation for livelihood?
Anndy Lian : Apart from writing, my work centers on investing, advisory roles, and driving digital innovation. I am an active investor and blockchain specialist, guiding startups and established companies alike on technology strategy, digital transformation, and the integration of Web3 solutions. Over the years, I’ve served as an advisor to government bodies and international organizations, helping them understand how emerging technologies can be applied meaningfully in the real world.
I’ve also held leadership positions and I regularly speak at global conferences on fintech, cryptocurrency, and the future of decentralized systems. My work sits at the intersection of finance, technology, and policy, allowing me to support organizations in navigating the fast-changing digital landscape. This blend of experience has positioned me as a trusted voice and consultant in the evolving digital economy.
AuthorsWiki : Tell us something about your first book.
Anndy Lian : Blockchain Revolution 2030 was my first book—a forward-looking exploration of how blockchain can power the Fourth Industrial Revolution. Co-authored with Park Young Sook and Shawn Hamnison and published by Kyobo, South Korea’s leading bookstore chain, it quickly drew interest from tech leaders, policymakers, and businesses eager to move beyond the hype.
We showed how blockchain extends far beyond cryptocurrency, with the potential to transform finance, healthcare, supply chains, governance, and identity. By combining technical insights with real examples, we highlighted its power to increase transparency, efficiency, and trust.
I focused on practical applications in digital assets and fintech, while Park Young Sook contributed policy expertise and Korean market insights, and Shawn Hamnison added a global business perspective. Together, we offered a well-rounded view of the digital future.
More than a guide, the book was a call to action—for innovation, smart regulation, and public understanding. It marked the beginning of my mission to make complex technologies accessible—a mission that continues to drive my work, including in Discovering Singapore By Chance.
AuthorsWiki : Would you like to tell us about your published books?
Anndy Lian : NFT: From Zero to Hero is my solo book and one of my most popular works—a clear, practical guide to the fast-moving world of NFTs. More than a technical manual, it’s a call to action for creators, investors, and visionaries to embrace digital ownership and decentralization.
I wrote it to demystify NFTs, taking readers from the basics to real-world uses in art, gaming, identity, and the metaverse. With case studies and actionable insights, it helps readers understand the technology and find ways to participate.
Published with Bybit and available on Amazon, the book has sold over 8,000 copies and remains a go-to resource for Web3 newcomers. It reflects my mission to make emerging tech accessible, inclusive, and inspiring for all.
AuthorsWiki : Where did you get the inspiration for publishing books?
Anndy Lian : My inspiration to write comes from a simple belief: complex ideas should be easy to understand, not locked behind jargon. I started writing because I saw how blockchain and NFTs felt out of reach for most people. I wanted to close that gap—so I used storytelling to make technology relatable.
My first book, Blockchain Revolution 2030, aimed to show blockchain’s real potential beyond Bitcoin—how it could transform industries and rebuild trust. It was practical, forward-looking, and meant to inspire action.
With NFT: From Zero to Hero, I focused on empowerment. I saw how NFTs gave creators freedom from traditional gatekeepers. I wrote it to be a clear, hopeful guide so anyone could join the digital future.
Then came Discovering Singapore By Chance, a personal journey shaped by my co-author Jenny Zheng’s fresh perspective. Her choice to embrace Singapore made me see home differently. The book shares Singapore not as policy, but as a living story.
At the heart of my writing is this: knowledge should be shared. My goal is clarity and connection. I write hoping someone will read my words and think: I can understand this. I can be part of this. I can help shape what comes next.
AuthorsWiki : How do you manage your time to write a book?
Anndy Lian : I see writing as part of my daily thinking, not a separate task. As a busy investor and advisor, I write in small moments—early mornings, commutes, or between meetings. These fragments gradually shape ideas and build chapters.
I reserve certain days for deep writing, usually before sunrise, when I can focus without distractions. This is when I turn complex thoughts into clear insights.
Collaboration matters. On Discovering Singapore By Chance, my talks with co-author Jenny Zheng became the book’s foundation. Editors Dan Arreola and Nate Lian provided timely feedback, making the process shared and sustainable.
I capture ideas as they come—using voice memos or notes—and often speak drafts aloud, then edit them. I write in pieces, following inspiration, and connect them later.
Deadlines and public commitments keep me on track. Articles, talks, and posts all feed into my books. Writing is a continuous process of reflection.
A book isn’t written in one go. It grows from small, consistent efforts—woven into everyday life.
AuthorsWiki : What is your favorite writing method — the one in which you write the most?
Anndy Lian : My favorite writing method is voice-to-text thinking. I rarely type at first—instead, I speak my ideas aloud. When a thought comes, I record it on my phone as if explaining it to someone, usually in one go for five to ten minutes. Walking or sitting quietly, I let the idea flow naturally, without worrying about structure.
I then use voice-to-text to turn the recording into words. The first draft is rough, with repetition and loose phrasing, but it captures the energy of real thinking. I edit it down, reorganize, and refine until the message is clear.
This works best because I think more clearly by speaking. Talking helps me process ideas faster and more honestly than typing. It removes the pressure to be perfect from the start and lets creativity come through.
I do this mostly in the morning or right after meetings or travel, when insights are fresh. A single recording can become a full book section. Over time, I collect and shape these pieces into a complete narrative.
While I edit directly later, my best writing begins with speaking. For me, voice-to-text isn’t just a tool—it’s how I think, reflect, and create most authentically.
AuthorsWiki : When did you start writing, and how did your interest in writing begin?
Anndy Lian : I’ve been writing since childhood, starting with school essays and journals. Even then, I found that writing helped me think clearly and express myself. It was never just a task—it was a way to understand and connect.
As I moved into technology, finance, and innovation, I began writing articles to simplify complex topics like blockchain and the digital future. I wanted to make these ideas accessible to everyone, not just experts.
Over time, I saw how writing extends reach and impact far beyond speeches or meetings. A single piece can travel the world and keep inspiring long after it’s published.
What began as schoolwork became a core part of my life. Today, writing is how I learn, share, and contribute—turning ideas into clarity, one word at a time.
AuthorsWiki : Is there any special achievement in your life that you would like to share with us and your readers?
Anndy Lian : In 2018, I began speaking to government officials about blockchain and crypto, often facing skepticism. I remember one meeting where the look on their faces said it all: Why are we listening to this? Back then, many saw the technology as a fad or a risk.
But I believed in its potential to transform finance, identity, and governance. So I didn’t give up. I kept explaining, using real examples and clear language, focusing on trust over hype. Slowly, minds changed—from “Why care?” to “How do we implement this responsibly?”
Today, many of those same institutions are advancing digital currencies and smart regulations. Seeing that shift is my proudest achievement. Not because of recognition, but because I stayed committed when few believed.
I’m glad I didn’t give up.
AuthorsWiki : Are you planning to write or publish a book in the present or future?
Anndy Lian : Yes, I’m working on my next book, focused on Web4—the next stage of the internet that combines artificial intelligence, ambient computing, and immersive digital experiences. While Web3 brought ownership through blockchain, Web4 will make technology seamless, intelligent, and deeply integrated into daily life.
The book will explore how this shift affects society, business, identity, and creativity, blending real-world examples with practical insights. I want to make Web4 clear and accessible, just as I did with blockchain and NFTs.
Still in the early stages, the book aims for release within the next year. This isn’t just a forecast—it’s a roadmap for the future, and my goal remains the same: to help people understand, adapt, and shape what comes next.
AuthorsWiki : Would you like to give a message to your readers and fans?
Anndy Lian : To all my readers and fans—thank you.
Your curiosity and support mean a lot. Every message, every question, every story of how my books helped you understand something new reminds me why I write.
I don’t write to impress. I write to connect, to clarify, and to inspire action. If my words have helped you see things differently, then my purpose is fulfilled.
Tech and innovation can be overwhelming, but you don’t need to be an expert to be part of the future. Just stay curious, stay open, and take that first step.
Keep learning. Keep asking questions. Start small—write, speak, create, explore. Progress begins with action.
I’m on this journey with you. There’s more to come—more books, more ideas, more conversations. I hope you’ll stay along, and I’ll keep doing my best to add value, one page at a time.
AuthorsWiki : Every writer has their own ideal. Do you also have an ideal writer? And what are your favorite books that you always want to read?
Anndy Lian : Every writer is shaped by the books they read, and I’m no exception. While I don’t have one ideal writer, I deeply admire those who make complex ideas simple and empowering rather than flashy. One such influence is Robert Kiyosaki, especially through Rich Dad Poor Dad.
That book changed how I see money, assets, and financial freedom. It taught me that true wealth comes from understanding systems, not just working hard. Its lessons on mindset and ownership still guide me, both personally and in my work with blockchain and digital assets.
I’m drawn to books that tell stories while delivering insight—those that teach through experience, not theory. I value clarity, honesty, and practical wisdom above all. Whether on finance, innovation, or growth, the books I return to are the ones that shift my perspective and inspire action.
Rich Dad Poor Dad remains a constant in my life. It’s not just a read—it’s a reference I live by. And as I write my own books, I carry its core message: the best ideas don’t just inform—they transform.
AuthorsWiki : Apart from writing, what are your other hobbies that you enjoy in your free time?
Anndy Lian : Outside of writing, I love spending time with people—catching up with friends, meeting new minds, and sharing meaningful conversations over food, laughter, and good company. For me, connection is energizing. Whether it’s a casual coffee, a late-night chat, or a business talk that turns personal, I always come away inspired by the exchange of ideas.
One of my favorite rituals? A durian session with close friends. There’s something special about gathering around the king of fruits—laughing at the smell, arguing over whether D24 or Musang King is better, and savoring every rich, creamy bite. It’s messy, bold, and unforgettable—much like life itself.
When I’m not writing or working, that’s probably where I’ll be: in good company, surrounded by thorny pods and even thornier debates. It’s my idea of perfect downtime—simple, joyful, and deeply human.
AuthorsWiki : Would you like to remain in the writing world in the future as well?
Anndy Lian : Yes, I plan to stay in the writing world for the long term. Writing is more than sharing knowledge—it’s how I think, connect, and contribute. Every book, article, or post is a chance to simplify complex ideas and inspire others in tech and society.
As long as new ideas emerge—from Web4 to digital identity—I’ll keep writing about them. I want to grow as a storyteller, reach more people, and help others communicate with clarity and courage.
Writing is a commitment I’ve made. As long as I have something meaningful to say, I’ll keep putting it on the page.

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It was a pleasure speaking with Anndy Lian, whose journey and reflections offer a meaningful glimpse into the creative life of a writer. We sincerely thank them for sharing their time and wisdom with the AuthorsWiki community.

 

Source: https://www.authorswiki.com/authors-interview/an-insightful-conversation-with-anndy-lian-from-singapore/

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”.

www.anndy.com
j j j

Why Crypto Marketing Is Missing the Mark: A Personal Take

Why Crypto Marketing Is Missing the Mark: A Personal Take

A few years back, I tossed out a wild idea over drinks with some friends: what if companies had a “Chief Bitcoin Officer”? They laughed it off—thought I was joking, maybe pulling a prank after one too many beers. But here we are, Q2 2025 rolls around, and I’ve met three people sporting that exact title. One of them works for a family office I know well, a group that used to sink its cash into safe, tangible stuff like real estate. Then they dipped their toes into Bitcoin and crypto, and this CBO stepped up. From what I’ve heard, he’s killing it—managing a new chunk of their portfolio that’s doing better than expected, while also playing the public face, charming new investors into the fold. He’s part marketer, part dealmaker, and it’s working like a charm for them. More money, more buzz, more trust. It’s a triple win.

That got me wondering: if a random family office can figure this out, why are some of the biggest names in crypto—those billion-dollar unicorns—acting like marketing’s an afterthought? I mean, where’s the Chief Marketing Officer in these outfits? I couldn’t shake the question, so I started digging. I’ve chatted with folks on the inside—people grinding it out at these companies, plus a few higher-ups willing to spill some tea. What I found is a mix of my own gut feelings and their real-world gripes, all pointing to a glaring gap in how crypto handles its messaging. I won’t name names here—let’s keep it broad—but trust me, there’s a story to tell about what’s missing.

Marketing’s Gotta Matter in Crypto

Look, marketing isn’t just some corporate checkbox—it’s the lifeblood of getting people on board, especially in a world like crypto. You’re selling something most folks don’t fully get yet, something that feels risky or futuristic. I saw a stat from Pew Research a while back—only about one in six Americans had touched crypto by 2023. That’s wild when you think about how much ink gets spilled over it. People need convincing, and that’s where marketing comes in: it’s the teacher, the hype man, the trust-builder all rolled into one. Whether you’re pushing a DeFi app or a blockchain for tracking fish from ocean to plate, you’ve got to show why it’s worth caring about.

And it’s not just about education—there’s a brutal fight for eyeballs out there. I checked CoinMarketCap the other day, and they’re tracking over 23,000 coins as of early 2025. The market’s worth trillions, according to some trends report I read. That’s a packed room, and if you don’t stand out, you’re toast. Bitcoin didn’t just win because of code—it won because people bought into the dream of sticking it to the banks. Good marketing turns tech into a tale, and crypto needs more of that storytelling magic.

The Messy Reality of Crypto Marketing

So why’s it falling flat so often? Well, it’s tricky terrain. For one, a lot of these projects don’t even know who they’re talking to. Are they chasing the 20-something trader on X, the suit at a hedge fund, or my mom who still calls it “internet money”? Crypto users cut across generations—millennials, Gen X—but they’re glued together by tech smarts and a itch for something new. If you don’t get that crowd, your ads and posts just sound like noise.

Then there’s the jargon trap. I’ve tried explaining stuff like “staking” or “layer-2 solutions” to friends, and their eyes glaze over. Over 60% of the crypto newbies that I met would say they might stay out because they’re confused. If your marketing can’t break that down without sounding like a textbook, you’re sunk. Add in the regulatory mess—the big nations are still arguing over rules—and it’s a nightmare to pitch anything consistent. Plus, you’re up against a flood of rivals, and too many play the hype game with cheap tricks that don’t last. Chainalysis reckons shady crypto deals could hit $51 billion this year if the pace keeps up. That’s not a good look for trust.

Who’s Steering This Ship?

Here’s where I get a little fired up: too many crypto marketing gigs are run by people who don’t get it. You need someone who’s lived this stuff—someone who’s held coins through a crash, argued in a Telegram group, knows why gas fees spike. But I’ve talked to folks at big exchanges where the marketing boss comes from some old-school ad agency and doesn’t even own a wallet. One guy told me his team lead couldn’t define a blockchain without stammering. How do you sell something you don’t understand? It shows—campaigns come off stiff or fake, and the crypto crowd can smell that a mile away.

I checked out job boards—almost 3,000 marketing roles posted, but tons just wanted generic skills, not crypto chops. That’s a problem. If your team isn’t in the trenches—hanging out on Discord, scrolling X, feeling the pulse—they’re guessing, not connecting. Remember those NFT flops a few years ago? Overhyped drops from marketers who didn’t care about the art or the buyers—just the cash. Trust took a nosedive, and it’s still recovering.

Branding Isn’t the Whole Game & PR’s Not Enough Either

This ties into another beef I’ve got: some of these companies think a cool logo is marketing. I’ve seen it firsthand—millions dumped into branding, like it’s the golden ticket. Sure, branding’s big—it’s your face, your vibe. Ethereum’s got that sharp hexagon; Bitcoin’s “B” is everywhere. But that’s just the start. Marketing’s the hustle that gets people buying, not just nodding. That CBO I mentioned? He didn’t stop at a new title—he hit the ground running with talks, posts, papers, showing off the family office’s crypto bet. Compare that to unicorns obsessed with looking slick but forgetting to sell. Social media’s pulling a good ROI, yet some barely touch it, too busy polishing their image.

And don’t get me started on PR versus the full picture. PR’s great—Justin Sun’s a master at grabbing headlines for TRON, love him or hate him. But it’s one piece of the puzzle. I’m decent at marketing and PR myself, picked it up over years, but ask me to run a big event? I’d trip over my own feet. You need everything working together—ads, social, content, PR—to hit home. Crypto’s got a trust problem, and siloed PR stunts won’t fix it. I read somewhere—that Telegram’s blowing up with crypto chats, some channels pulling hundreds of thousands of users. Tie that to smart Google Ads and solid blog posts, and you’re cooking. Too many lean on PR alone, and it’s like playing a symphony with just a drum.

When the Budget Goes Bust

One thing I’ve learned messing around in this space: you’ve got to blend the top and bottom of the funnel. Top’s about casting a net—think viral X threads or a splashy CoinDesk ad. Bottom’s about reeling them in—retargeting, Discord Q&As, that personal nudge. Top gets you noticed; bottom gets you paid. The catch? Top’s pricey and doesn’t always convert, while bottom’s cheap but narrow. I’ve seen unicorns blow insane cash—$23.7 billion in VC—on top-end hype, then drop the ball on closing the deal.

Speaking of cash, some of these firms have lit money on fire with nothing to show. One unicorn I talked to bragged about a $10 million Super Bowl spot in 2023—glamorous, sure, but their numbers barely twitched. Meanwhile, Coinbase rolled out a lending thing for big players that year, all tight PR and focused content—no waste, just wins. If you’re bleeding cash, step back: check what’s working, lean into cheap wins like X posts, or find real influencers who actually move the needle. Erik Voorhees has nearly 700K followers on X—people listen to him. That’s smarter than another billboard.

 

Where I Land on This

So what’s the real gap? It’s vision, it’s people, it’s follow-through. Crypto needs marketers who’ve been in the game—through the dips, the pumps, the FUD—who can turn “proof of stake” into a coffee-chat pitch. It needs plans that weave branding, PR, and funnels into one tight story, not scattered shots.

And it needs to drop the flash for real talk—trust’s the rarest coin here, and we’re still minting it. That CBO idea I had? It wasn’t a gag; it was me seeing a need for someone to tie the tech to the tale. It’s April, 2025, and this industry’s at a crossroads—nail the marketing, and it’s mainstream. Flub it, and it’s a ghost town on the blockchain.

 

Source: https://news.shib.io/2025/04/15/why-crypto-marketing-is-missing-the-mark-a-personal-take/

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”.

www.anndy.com
j j j