How to Build Trust in a Market That Doesn't Trust You | Varun | Product Marketing Head @ Kosh Money

What happens when you're trying to market a product in a category that doesn't fully exist yet — and the audience doesn't trust the industry you're in? That's the daily reality of Web3 product marketing, and Varun has lived it firsthand.Varun is the co-founder of Kosh Money, a Web3 payments company, and GoPMM — India's growing community for product marketers. Before that, he scaled IconScout to 2M+ users from Surat before it became a household name in the design world, and worked at Cashfree Payments where he understood what PMM looks like at enterprise scale.In this episode, we go deep into what it actually means to do product marketing in Web3 — why the traditional playbook breaks when you're selling to developers, crypto-natives, and skeptical enterprises at the same time, how you build trust when your industry carries the baggage of scams and fraud, and what it looks like to define positioning when the category itself is still being written. Varun also shares the real lessons from building IconScout — including why talking to your users with no framework and no agenda was the single biggest growth lever — and the frustration that pushed him to start GoPMM, a community built to give Indian product marketers the India-specific context they couldn't find anywhere else.If you're in PMM, growth, or building a product in a trust-deficient market, this one is for you.