In a recent book “Blockchains in the Mainstream”, 33 of the world’s crypto entrepreneurs, investors and thinkers explore challenges and opportunities of Blockchain.

The big question is no longer if Blockchain is a functional entity rather, when will Blockchain fully go mainstream.

Jeremy Epstein, the author of the book and CEO of Never Stop Marketing, tells Cointelegraph:

“Blockchain technology itself is a wonder and a thing of beauty.”

He adds: “However, as a marketer, I am keenly aware that beautiful technology isn't going to get other people excited about adopting it. It will work for the small few that appreciate it (and it has), but to go beyond a niche, the blockchain industry needs to work more on what's wrong and why it needs to be fixed.”

Beyond hard forks

Epstein who boasts of over 20 years experience focusing specifically on helping to bring disruptive technologies to the mainstream describes the process of Blockchain going to the masses as “an art and science of marketing”.

Despite identifying the many areas of potential for blockchain-based products, Epstein acknowledges that getting the technology to go mainstream is an immediate challenge.

“My singular objective of this effort was to raise the volume and amount of discussion of this topic within the industry. We needed to get beyond things like block sizes, hard forks, and zk-Snark and figure out how we are going to tell the story.”

Epstein says that what makes the marketing of blockchain exciting is that it is not like saying "hey Citibank is better than Chase," rather, it is like saying "your phone is better than both of them." A radical shift that requires a lot of deep thinking, smart programmatic disciplined marketing tactics, and strategic clarity.

33 viewpoints

“Blockchains in the Mainstream. When Will Everyone Else Know?” is a collection of insights from 33 leaders and innovators around the world answering the question: what will it take to get blockchains into the mainstream? What are the hurdles? The opportunities?

Among participants, there are Roger Ver known as the 'Bitcoin Jesus', Erik Voorhees, and Jeff Garzik, individuals from Microsoft, IBM, and Union Square Ventures respectively.

Epstein reveals his excitement at the level of responses he has received from these leaders of the industry as he hopes that their participation will encourage the various aspect of the ecosystem to become involved in the key areas of Blockchain development:

“It was my hope that by inviting all of these people into the conversation, it encourages them, their networks, and the industry at large to pay more attention to key things such as storytelling, value proposition, differentiation, and messaging, among others.”