A Marketing Nightmare

McKeany on the awkward branding problem of his own creation: having spent years positioning himself as a vulnerable memoir-style writer, he found himself drawn into the crypto/web3 space — a world whose tone, audience, and language could hardly be further from personal essays. The piece sits in the discomfort of writing about something his existing readers don't want to read about, and asks whether genuine curiosity is allowed to break the marketing frame you built around yourself.