Case Study


“Decentralize all the things” – this is how one could condense the promises of the salvation of Web3 to a battle cry. But can we talk about decentralization when the technological backbone of supposed Web3 applications hinges on a centralized cloud infrastructure? What’s the point of a decentralized protocol if most nodes are still running on servers owned by AWS or Google? And is an NFT truly yours if the associated image file is stored in a commercial cloud?

These are some of the questions driving the DFINITY Foundation. The Zurich-based nonprofit organization has set out to do no less than revolutionize the Internet and make it a real “world computer.”

This ambition is also evident in the name of DFINITY’s flagship project: Internet Computer. Internet Computer enables blockchain-based applications to run directly in the browser at web speed – without any assistance from AWS & Co. With ICP, Internet Computer has a native token that is used for network governance, among other things.


The minds behind DFINITY are convinced that “the Internet needs a reboot.” But how do you convince companies that play a major role in shaping today’s Internet to get technologically equipped for the coming Web3?


For one, communication requires a lot of educational work so that the advantages of Web3 for Web2 companies become clear. On top of that, there needs to be a strong, likable personal brand for the founder.


Provocative interviews in consumer media and in-depth expert articles in trade magazines determine the external perception of this revolutionary Web3 company.
“Dominic Williams: He wants to free the Internet from the tech giants” (Wirtschaftswoche).
“The Internet Needs a Reboot” (Neue Zürcher Zeitung)
“Dominic Williams wants to break the dominance of Amazon and Facebook with the Internet computer” (Handelsblatt).

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