The best projects have a large community of respected accounts frequently talking about them organically.

Hyperliquid is known for spending $0 in marketing. Because the product (+ token) does the marketing.

Imagine having @blknoiz06 @ThinkingUSD and @CryptoHayes tweeting daily about your project for free (their bags).

You need two things for this to happen:

1/ Make a product ppl use

2/ Make your (rich) users richer

Many good projects only have one. Uniswap has (1) and Apecoin/Blur did (2) but very few projects have both like Hyperliquid.

For (2) to happen, you need:

a/ Launch at low FDV

b/ Good tokenomics (reasonable allocation to team+investors etc.)

c/ Revenue

d/ Buybacks

That's it.

The playbook is simple but many founders are focused on making a quick bag for themselves in the short-term.