We’re excited to introduce you to the always interesting and insightful Laurisha Cotton. We hope you’ll enjoy our conversation with Laurisha below.

Laurisha , thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

Rewind to 2018, New York City. Juggling freelance videography to pay the bills and really searching for that solid, main gig doing something cutting edge.

That’s when I found myself at this crossroads. I had two job offers on the table. One was a stable, well-paying position at a legal law firm. I’d worked in those environments before, and I knew what that path looked like – predictable, secure, but maybe a little… ‘golden handcuffs,’ as some might say.

The other offer? A marketing gig with ConsenSys, a start-up in the then-nascent world of cryptocurrency, when only a handful of people at a party could even tell you what bitcoin was. And let’s be honest, I knew next to nothing about it.

The law firm was the safe bet, the logical choice, but at 28, I wanted to work on something “cool.” When you think of marketing, it’s not legal webinars or sending press releases about the FCC.

So I took the leap. I chose the crypto startup.

And let me tell you, it was a baptism by fire. I had to learn everything, and fast. I dove headfirst into this world, absorbing everything I could about blockchain, Ethereum, seed phrases, etc. It was intense.

That experience opened up doors I never imagined. I ended up traveling the world, speaking at conferences, and connecting with people who were building the future of finance. I learned the crypto world is also an incredibly creative and unconventional space. This inspired me to write a comedic pilot centered on a crypto company. Time will tell if you’ll see “Cryptic” on the silver screen.

My niche crypto marketing expertise has set me apart since many people entered the web3 workspace within the past couple of years. So, I launched my own business to merge my passions: filmmaking and emerging tech marketing–because, at its core, marketing is storytelling.

Now, I have the freedom to create compelling visual stories and direct films while being deeply connected to the cutting edge of digital innovation. Was it a risk? Absolutely. But it was a calculated risk. I knew that even if it didn’t work out, I’d be no worse off than I was before. By taking that leap, I opened myself up to a world of choosing my own adventure daily.

Laurisha , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a marketing strategist and filmmaker specializing in fintech.

My passion for filmmaking started way back in college, but its roots go much deeper. Growing up, my brother, Drew, who is autistic, had a profound impact on me. When he was young, doctors weren’t sure if he’d ever learn to speak. But my mom, being the incredible force she is, was determined to help him communicate. Drew absolutely loved movies, especially Disney films. We spent countless hours re-enacting scenes, and through that, he learned to express himself and connect. That experience showed me the incredible power of film, and how it can transcend barriers and create connections. It fueled my desire to tell stories that matter.

In college, I jumped into marketing student activities right as Facebook exploded onto the scene. After graduation, I navigated the corporate world, working in communications for government agencies and law firms. But something was missing. I started freelancing video and photography work on the side. Then, a pivotal moment: I landed a photography gig with a crypto company at SXSW. I started posting content on their Instagram, and it caught the eye of their PR director. That led to a full-time marketing position, and that’s where I truly found my niche.

Today, I provide marketing services for crypto companies and founders (even outside of web3), focusing on thought leadership, campaign management, and content repurposing. Essentially, I help them tell their stories in a way that resonates with their audience. What sets me apart, I believe, is my background as a filmmaker. Storytelling isn’t just a buzzword for me; it’s the foundation of everything I do. I understand the importance of the little things – the colors you choose, your X bio, and your overall tone of voice. These details, when combined, create a powerful narrative.

For example, I’m incredibly proud of a hard fork campaign I led. A hardfork, ie a network upgrade, and it can be a complex and technical process. My challenge was to make it engaging and exciting for our community. We called the hardfork ‘Donut,’ and we embraced that motif wholeheartedly. I created visuals with designers and content that made the technical aspects digestible and fun. Seeing the community rally around the Donut theme and understand the upgrade was a huge win.

How’d you build such a strong reputation within your market?

A genuine commitment to understanding and valuing the developer’s perspective. I made a point of taking the time to truly get to know the developers, to understand their challenges and their vision. I listened to their viewpoints, and I showed them that I cared about their work. This approach built trust and fostered strong relationships.

Here’s the thing: developers are the backbone of these projects. They often move on to new ventures, start their own companies, or explore other markets. And when they do, they become a powerful ‘evidence crew.’ By building those solid relationships, I created a network of advocates who trusted my work.

And to add to that, I always try to test and use a tech product before I create content. It shows that I’m not just talking the talk; I’m actually engaging with the technology.

How do you keep your team’s morale high?

Managing a team and keeping morale high comes down to creating a ‘safe space.’ It’s about building trust and fostering an environment where people feel supported and valued.

First and foremost, I always have my team’s back. I believe in publicly celebrating their wins, but when things don’t go as planned, I take responsibility. I handle accountability behind closed doors, ensuring that we learn and grow without placing blame in a public setting. Beyond that, I make a point of getting to know my team members as individuals. Understanding their strengths, their motivations, and their personalities is essential. I set high standards, but I also encourage creative thinking and out-of-the-box ideas. I want to hear those ‘wild’ ideas, the ones that might seem a little crazy at first. That’s where innovation happens.

And, as silly as it might sound, I believe in keeping our communication fun. As long as it doesn’t detract from productivity, a little fun can go a long way in building team cohesion and keeping morale up. It’s about creating a positive and engaging work environment where people feel comfortable and motivated.

Contact Info:

• Website: https://cryptofilma.com
• Linkedin: https://www.linkedin.com/in/lcstoryteller/
• Twitter: https://x.com/LaurishaYc

Image Credits

Celo Foundation