Inside My Conversation with Jack Haldorsson
The Web3 industry has matured far beyond simple hype cycles.
Today, the projects that win are not necessarily the loudest. They are the ones that combine:
- clear positioning
- consistent distribution
- strong products
- AI-powered execution
- and human trust
In this episode of Web3 CMO Stories, I sat down with Jack Haldorsson, Managing Partner and Co-Founder of Lunar Strategy, to explore how AI agents, distribution systems, and modern Web3 marketing are changing the role of founders and CMOs.
Based in Lisbon, Lunar Strategy has become one of the more visible Web3 growth agencies in Europe, working across crypto marketing, creator campaigns, AI workflows, and ecosystem events.
Here are the biggest insights from our conversation.
Marketing Is No Longer About Campaigns Alone
One of Jack’s strongest ideas was that marketing should not be viewed as isolated campaigns.
Instead, brands should think in:
- baseline visibility
- growth seasons
- layered distribution systems
According to Jack, most founders make the mistake of only showing up during launches or announcements.
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That creates temporary spikes of attention, but no lasting momentum.
His recommendation:
- keep social channels consistently active
- continuously improve the communication baseline
- then stack campaigns on top of that foundation
He explained that social media today functions as:
- investor relations
- user onboarding
- community building
- partner communication
- and trust infrastructure
For Web3 companies especially, your X/Twitter account often becomes your primary acquisition channel.
Why Most Web3 Launches Fade Quickly
A recurring theme during the episode was the difference between:
- short-term hype
- and sustainable growth
Jack believes many projects become “famous overnight and forgotten the day after” because they never build a strong communication baseline.
The problem is rarely just marketing.
It is often:
- weak product-market fit
- poor onboarding
- inconsistent messaging
- or lack of iteration
Before scaling marketing aggressively, Lunar Strategy encourages teams to:
- validate product-market fit
- gather early user feedback
- iterate rapidly
- then scale distribution
This mirrors what many successful startups outside Web3 already understand:
distribution amplifies reality.
If the product experience is weak, marketing simply accelerates disappointment.
Virality Is Not Random
Jack also shared how Lunar Strategy structures viral campaigns.
Rather than relying on luck, they engineer momentum through systems such as:
- exclusivity
- countdowns
- waitlists
- gated access
- mystery rewards
- social proof
- reward loops
But he emphasized an important nuance:
Virality alone is not enough.
Long-term growth comes from:
- strong products
- clear positioning
- consistent communication
- and retention
One insight stood out:
“The market team should work closely with the product team.”
That alignment allows marketing teams to:
- identify trends early
- understand user frustrations
- improve onboarding flows
- and feed real insights back into product development
In other words:
modern marketing teams are no longer just promoting products.
They are helping shape them.
The Future CMO Will Need Different Skills
During the conversation, we explored how AI is changing the role of marketers and CMOs.
Jack believes the future belongs to leaders who are:
- outcome-focused
- trend-aware
- fast-moving
- highly experimental
- and deeply connected to user behavior
He repeatedly emphasized:
- speed
- iteration
- and shipping
Instead of waiting months for perfection, teams should:
- test constantly
- launch quickly
- learn from feedback
- and improve in public
This aligns closely with themes from my book The Future CMO:
the next generation of CMOs will not survive through control alone.
They will survive through:
- adaptability
- judgment
- systems thinking
- and trust-building.
AI Agents Are Changing Marketing Operations
A major part of the discussion focused on AI agents and automation.
At Lunar Strategy and Lunar AI Lab, the team is already using AI to automate:
- research
- landing page creation
- internal workflows
- presentation generation
- repetitive marketing tasks
- and operational systems
However, Jack made it very clear:
AI still needs human taste.
According to him, the future is not about replacing people entirely.
It is about:
- removing repetitive work
- increasing productivity
- and preserving human creativity and strategic judgment
One particularly interesting insight:
“A lot of AI work becomes about telling AI what to remove.”
That observation reflects a growing reality in AI-assisted design and marketing:
the real value increasingly lies in:
- curation
- editing
- simplification
- and strategic direction
Not merely generation.
The Most Important Skill in AI Marketing
Jack believes many companies still misuse AI because they focus on output instead of outcomes.
His team focuses heavily on:
- automation
- workflow efficiency
- and scalable systems
But they still prioritize:
- brand alignment
- humanization
- and user experience
Rather than trying to replace entire departments overnight, he recommends:
- automate one workflow first
- improve it
- then expand gradually
That incremental approach avoids overwhelm and creates sustainable adoption.
Why Institutions Matter More Than Retail Right Now
Another important part of the discussion focused on institutional adoption.
After attending Paris Blockchain Week, Jack noticed a clear shift:
institutions are no longer merely experimenting with blockchain.
They are integrating it.
He referenced examples such as:
- stablecoin adoption
- creator payouts
- infrastructure integration
- and enterprise blockchain use cases
His prediction:
institutional adoption will eventually pull retail users deeper into Web3 ecosystems.
That means projects should position themselves early:
- capture attention
- build brand authority
- secure distribution
- and own mindshare before the next retail wave arrives.
Why Events Still Matter In A Digital World
Although Lunar Strategy operates in digital-first industries, Jack strongly believes in physical events.
For him, events are not separate from digital marketing.
They are fuel for it.
Events help teams:
- create content
- humanize brands
- build trust
- strengthen partnerships
- and generate long-term visibility
Lunar Strategy regularly organizes:
- side events
- hackathons
- ecosystem meetups
- and founder gatherings in Lisbon
Jack explained that niche events often outperform generic conferences because they attract highly aligned audiences.
That insight strongly resonated with my own experience organizing Sintra Synergies in Sintra.
When the right people gather physically, conversations deepen much faster than online.
Why Lisbon Became A Web3 And AI Hub
We also discussed why so many founders are building in Lisbon.
For Jack, the city offers:
- strong startup energy
- international founders
- Web3 communities
- quality of life
- proximity to Europe
- and constant networking opportunities
What started as a short stay eventually became a long-term base for Lunar Strategy.
And increasingly, Lisbon is becoming known not just for crypto:
but for AI, marketing innovation, and ecosystem building as well.
Final Thoughts
One of the biggest takeaways from this conversation is that modern growth is becoming increasingly system-driven.
The future belongs to companies that combine:
- AI automation
- strategic positioning
- fast iteration
- strong products
- and authentic trust
AI can accelerate execution.
But human judgment still shapes direction.
That balance may become the defining advantage of the next generation of founders, marketers, and CMOs.
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Jack Haldorsson- X/Twitter: follow Jack for insights on AI marketing, Web3 growth, and ecosystem building
About The Podcast
Web3 CMO Stories explores strategic conversations at the intersection of:
- Web3
- AI
- marketing leadership
- trust
- visibility
- and digital growth
Hosted by Joeri Billast, author of The Future CMO.