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I have been very impressed with the major pivot in Ripple’s communication strategy these last few months. Tom Channick started in early January as Ripple’s Head of Corporate Communications. He held the same position at Facebook for the last two years. Many in the XRP community we’re excited to see what Tom would bring to Ripple’s corporate message. On 24 January 2018, @tomchannick posted on Twitter: “We’ve fielded a lot of questions as of late about our strategy (and how the speculative markets fit into it), and traction (and how real it is). We want to clearly communicate who we are, what we’re doing and how we’re doing it. #Ripple” He retweeted the following Ripple Insights article which was part 1 of a 3 part series titled Much Ado, Much to Do https://ripple.com/insights/much-ado-much-to-do-part-1/ This was the first sign that we were going to see more of a strategic communications message from Ripple. We start to see what their new message is. Tom clearly wants to dramatically increase the messages coming out of Ripple and harmonise these messages. We have seen a plethora of Ripple related news in the media lately, all with Ripple’s new messages laiden through them. Here are some examples of the new Ripple Message: 1) Bitcoin Previously in TV interviews Brad Garlinghouse would comment favourably about Bitcoin and that he was “long on Bitcoin”. Lately however he has gone on the offensive in relation to Bitcoin. See his interview below with BBC World News. Brad says “Bitcoin is like the Napster of Digital Assets . . . Napster was cool, here’s what digitised music can do, but Napster was also trying to circumvent laws, trademarks and loyalties. Bitcoin’s goal is avoid regulation . . to have anonymous transactions. This is orthogonal with what Ripple is doing. “ He also goes on to say that “Whilst Napster graduated into Spotify, Pandora and iTunes. It’s the second and third generation of blockchain companies that may end up being those that reap the rewards of solving these problems for customers”. This is a major change in communications. Ripple can see Governments about to implement regulations on the crypto coin market. They are actively communicating that Ripple and its digital asset, XRP, is completely different to Bitcoin and all the other alt-coins. 2) Ripple is a payments company The next major change in Ripple’s communication strategy is the many references to Ripple being a payments company not a blockchain or crypto company. At the Faster Future Forum in Bangkok earlier in the week Brad stated, “We are solving a payments problem. We happen to use a blockchain technology and a digital asset to solve that payment problems”. This again is a very smart deliberate move to differentiate Ripple and XRP from all other coins. Ripple now does not want to be knows as a crypto or blockchain company. They are a payments company solving a payments problem. Note also the pivot away from calling XRP a crypto coin, it is now a “digital asset”. 3) SWIFT Ripple has also not shied away from attacking its greatest competitor and the system it is trying to replace SWIFT. There has been significant commentary from Ripple and Brad about how SWIFT is 70’s technology and needs to be replaced. See this article https://ripple.com/insights/features/disco-era-money-movement-technologies/ Also, Brad himself has been on the offensive taking the opportunity several times to comment on SWIFT’s recorderd error rate. At the Faster Future Forum Brad said “Swift has a 6% error rate in global transactions. In the tech world we aspire to 3 , 4 or 5 x 9’s of reliability. Our current global payments system has only 1 x 9 of reliability. That’s pretty embarrassing” Check out his full comments from the 1hr 30 minutes mark for his full comments https://web.facebook.com/DigitalVenturesTH/videos/1642611169159661/?hc_ref=ARRHIxAMx_bNL6gwkOkLygotlDq6y8AbAjeAxTe0KBRwi9JZ6iMf34tmySuxm4QzMmQ&hc_location=group Ripple and Brad are of course correct. How can an international payment system moving $5 Trilllion dollars a day have a 6% error rate. Ripple is now actively engaging in a lot of commentary about SWIFT’s error rate and is highlighting this deficiency every opportunity they get. 4) Ripple becoming more bullish about itself. In the past Ripple’s communication strategy seemed to have been focused on announcing itself to the world and explaining who they are, what they do and how they do it. They didn’t want to upset anyone, they weren’t quite sure of themselves. This year they have become much more positive and more bullish. They are now daring FI’s not to use them and stating that if they don’t adopt RippleNet they will miss out and be left behind. Check out this article from Ripple Insights equating Ripple to the Football World Cup. https://ripple.com/insights/the-world-cup-of-global-payments-get-off-the-sidelines/ You would have also heard this quote a few times this week “Ripple is signing a new partner every week”. Brad has said this several times and so has Marjan Delatinne Ripples new Sales Director Europe. Ripple wants you, it’s investors, and FI’s to know how many partners are now adopting their tech. It’s FI FOMO at its best. This is of course on top of Brad’s reference to a “marathon of announcements” and that “we are in a marathon but have crossed the starting line”. I love these references. 5) The Ripple and XRP video series Also of interest is all the great new videos that Ripple is releasing. The latest, and best so far, is the 7 part “The Ripple and XRP video series”. These very informative, short videos concentrate on a separate topic each and are magazine style interviews with Chris Larson (Executive Chairman) , Brad Garlinghouse (CEO), Asheesh Birla (VP of Product), Stefan Thomas (CTO) and David Scwartz (Cheif Cryptographer). See them all here: https://ripple.com/insights/introducing-the-ripple-and-xrp-video-series/ How many other companies, let alone crypto companies (sorry Ripple is not a crypto company) offer this much transparency? If you haven’t seen these videos yet, I encourage to watch them, they are very informative. I am very impressed with Ripple’s new communication strategy. It is clear, concise and confident. I think Tom Hannick deserves a lot of credit for this. He has been a great addition to the Ripple Executive team. I can’t wait to see what more information is to come?