For EP32 of *Chain Reactions*, we sat down with Jay Kurahashi-Sofue, longtime crypto marketer, former head of marketing at Avalanche, and now CMO at Eco, all to unpack why stablecoins might just be the real unlock for mainstream crypto adoption… if we can fix the UX mess first.

From his early days running a music blog during the Bloghouse era, all to way to helping launch Circle before USDC even existed, building Avalanche’s brand from the ground up, and now reimagining how we use stablecoins with Eco, Jay shares what he's learned leading crypto marketing through multiple cycles — and why good storytelling always beats hype.

We dive into how Eco is building a Plaid-like experience for stablecoins, what it means to go B2B-first in Web3, and why the *real* challenge in infra marketing is figuring things out when there’s no playbook.
Jay also shares his team’s 4-1-1 content strategy, why search and SEO are underrated (and Twitter overrated), how dev-focused YouTube content is winning right now, and what it actually takes to build developer trust from scratch.
If you’re working on crypto infrastructure, building dev funnels, or trying to launch anything involving stables — this one’s required listening.

Please enjoy, and don’t forget to subscribe, leave us a five-star review, and mint the episode at [pods.media/myosinxyz](https://pods.media/myosinxyz)!