Liminal

Innovation used to arrive finished. Now it arrives discussed. In transparent systems, ideas become public the moment they're conceivable. Code repositories tell the story. Governance forums debate the vision. Discord channels name the concept. All while the product is still being built. By the time you launch, the language that might have made you distinct already describes a category. The narrative you intended to own has already been socialised. What remains isn't what you say, but what you'v

Businesses today move at pace, and are constantly navigating transitions or evolving to reshape how they fundamentally operate and create value. From traditional structures to digital approaches and emerging decentralised models, each shift crates a liminal space where identity exits in flux. This exploration reveals the consistent elements that maintain trust through transitions, offering insights relevant for boardrooms to DAO forums and everywhere in between.

Building a value proposition usually starts with research. Find the needs, turn them into benefits, match the features, add proof points, and package it inside a familiar category. It works when you are making something faster, cheaper, or better. But what happens when you are building something people don’t yet know they need? In those cases, there isn't a market to listen to. Research will only circle back what people already know. The harder work is introducing value where no demand yet exis