Chapter 8. White Paper, Website, and Team

Tip

You never get a second chance to make a good first impression.

There are lots of ingredients that go into a nicely baked ICO, but arguably the most important are the white paper, the website, and the team. The white paper has continued to evolve from a very academic-style paper, to in some cases a marketing brochure, but regardless of its form, it continues to be, for better or worse, the standard "must-have" document that all ICOs need to produce.

A white paper communicates a lot of things, but the main concept is an idea. The next step is to create a website because it is almost inconceivable in this day and age for a business or brand of any sort not to have an online presence. A website is also used ...

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