Can Web3 Succeed? Insights from Pooja Shah of Tephra Labs in a BlueYard Conversation

**Lightning Talk on Building in Web3: A Framework for Product-led Protocol Development**

In this informative lightning talk, Pooja Shah from Tephra Labs discusses the concept of product-led protocol development in the web3 space. Drawing from her experience in the industry and working on complex protocols at Protocol Labs, she shares insights on how to build protocols that achieve significant adoption.

Shah emphasizes the importance of prioritizing user experience and product focus when building in web3. She explains that building in web3 is not limited to smart contracts or layer one blockchains, but rather encompasses a set of ideologies and principles that shape the solutions designed. These principles include modular and composable architecture, user ownership of data and interactions, user privacy, network decentralization, and open-source participation. Ultimately, the goal is to empower communities to own and govern the projects being built.

Shah delves into the reasons why building in web3 is worthwhile. Firstly, she believes that building technology with these principles is a better approach, particularly when considering the future development of brain-computer interfaces (BCI). By avoiding centralized control and monetization of neural data, web3 principles protect the user’s privacy and create a more desirable future.

Secondly, Shah asserts that web3 can offer compelling alternatives to traditional value capture methods. She highlights the pattern of building protocols and launching tokens to fund projects, incentivize builders, and create early ecosystems. While this approach has been successful in some cases, it often requires substantial financial resources or a strong brand to rally an ecosystem from the start. Shah suggests that adopting a product mindset and focusing on the reason for existence of each project can mitigate the challenges associated with this approach.

By incorporating a product-led approach into web3 projects, Shah believes that teams can accelerate adoption and avoid the “build it and they will come” graveyard. By understanding the unique needs and goals of their projects, teams can build scalable and user-centric solutions that contribute to the growth of the web3 ecosystem.

For more information about Tephra Labs, visit their [official website](


Lightning talk by Pooja Shah (Tephra Labs) @ If Web3 is to Work… A BlueYard Conversation.

Denver | March 2, 2023

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