Cardano (ADA), one of the top ten cryptocurrencies by market value, is no stranger to innovation. Built on a foundation of academic research and peer-reviewed protocols, it has earned a reputation for being one of the most rigorously developed blockchain platforms in the industry. However, according to a senior figure at Input Output Global (IOG)—the development company behind Cardano—the network is currently held back by a challenge that has nothing to do with its technical performance. The problem, surprisingly, lies in its messaging.

Tim Harrison, Executive Vice President of Community & Ecosystem at IOG and a long-time contributor to the Cardano project, has pointed to what he calls a “marketing problem.” Unlike what the term often suggests, Harrison isn’t talking about flashy advertising campaigns or promises of overnight profits. Instead, he’s highlighting a deeper communication gap between what Cardano offers and how it’s perceived by the public.

“We’ve built something real here, something principled,” Harrison said in a recent social media post. “But if no one knows what we’ve built or why it matters, we’ve got a problem.” His comment underscores a growing concern among Cardano’s leadership: despite its strong fundamentals, the project struggles to effectively convey its purpose and value to a wider audience.

The blockchain’s emphasis on research-driven development and decentralized governance sets it apart from competitors. Yet this very complexity, while admirable in technical circles, can alienate newcomers and potential users who simply want to understand what Cardano can do for them. Harrison stressed that the intricacies of Cardano’s ecosystem often get lost in translation, making it difficult to establish a strong emotional or practical connection with the general public.

According to Harrison, one of the main reasons for this disconnect is a lack of clear ownership and alignment when it comes to Cardano’s messaging strategy. Founder Charles Hoskinson has previously voiced similar concerns, suggesting that without a unified vision for how to present Cardano to the world, even the most compelling technology can fall flat in the marketplace.

Harrison isn’t calling for a traditional marketing push. Instead, he argues for a smarter, user-centered strategy that answers a single, essential question: “Why Cardano?” Not just from a technical standpoint, but from a human one. Why should individuals, businesses, and governments choose Cardano over other platforms? What real-world problems does it solve? These are the questions Harrison believes must be answered clearly and consistently if the project is to achieve greater adoption.

He also believes that growth should come before marketing. In other words, the blockchain’s value should speak for itself through real-world use cases, partnerships, and active communities. Still, he acknowledges that without effective communication, even solid growth can go unnoticed. Complexity, he notes, is the “enemy of connection,” and simplifying the message without compromising the integrity of the project will be key to solving this issue.

Cardano’s community, while deeply committed, has also struggled with limited exposure in the broader crypto industry. Harrison pointed out that while events and grassroots efforts have fueled internal engagement, external visibility remains low. He advocates for a tiered outreach approach—one that empowers community members to become better storytellers and encourages meaningful partnerships that extend beyond the crypto echo chamber.

Interestingly, Harrison makes it clear that Cardano doesn’t need a rebrand. Its identity, built on transparency, rigor, and inclusivity, remains intact. What it does need, however, is a renewed focus on articulating its mission and values in a way that resonates with everyday users.

In a space where perception often drives adoption, Cardano’s biggest challenge may be not what it has built, but how well it can make people understand it. The technology is in place. The community is ready. What remains is to tell the story in a way that the world can hear—and believe in.