JSJon Schubin

1. Article · Oct 1, 2026 · Jon Schubin

   How to do effective comms around tokenisation when everyone is suddenly in tokenisation - Cognito (opens the original)

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   Four people are standing outside a pub near Monument on a Thursday evening, about to take the first sip of their third Helles. “Oh,” says the man next to him, “so do I.” And unbelievably, the other two say the same. “Well, this is awkward,” the first man says. “We must be competitors.” Two rounds later, after a fair amount of exposition and a couple of trips to the toilet, that same man finally says: “Wow. We don’t do the same thing at all.” No word in finance is doing more work right now, or le

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2. Article · Sep 10, 2026 · Jon Schubin

   Founders, at Scale - Cognito (opens the original)

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   Founders come with loud voices. Through the process of refining their elevator pitch until it is as a diamond, they develop a battle-tested way of discussing their companies that no one else is going to be able to replicate. As companies grow, founders themselves and the people around them begin to wonder exactly how to deploy this. I see a temptation to run toward one of two poles. One: the founder, despite still very much actively running the company, retreats into something like an emeritus m

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