Summary: In this episode of Early Days, Car sits down with Joe from Unchained to explore what building early in Bitcoin really teaches you: ship fast, listen closely, iterate constantly, survive the hard parts, and play the long game. Joe shares lessons from selling his first startup before entering Bitcoin, learning to find real customer pull, make revenue make sense, and improve security without sacrificing speed. They dive into strategies that compound over time such as education, tooling, and partnerships, and why education is not just marketing but part of the product. Joe also breaks down how brand is earned through consistency and presence, and where he sees custody and treasury companies heading next. We explore: Early mistakes harden into operating principles that stick Education as culture building, not just content Brand as trust, consistency over slogans Resilience and adaptability when markets swing Chapters: 00:58 First Startup exit: early mistakes: operating principles 02:56 Why Bitcoin? reading the market and timing the jump 04:22 Business model fit, revenue that actually makes sense 06:40 Unchained Day 1–500: chase customer pull, not feature creep 09:16 Handling criticism: investor pressure (show, don’t slogan) 11:04 Notes to early builders: ship fast, listen harder 12:21 Survival mode: runway, focus, resilience 14:38 Hold tight vs. let go: when to persist or pivot 16:35 Indirect plays that compound: education, tooling, partnerships 18:32 Culture as product: education as culture-building; brand trust 22:56 Revenue in Bitcoin: services → product, infra → ? 29:32 Secure without slowing down: custody trade-offs 31:14 Custody then & now: workflows for teams and enterprises 34:09 Wallet UX + security: what’s actually new 36:59 Custody biz models 42:34 Treasury companies & stable coins 47:17 The digital playground and Bitcoins next wave 50:48 Education that scales community Subscribe to Early Days wherever you get your podcasts — and don’t forget to leave a review! Special thanks to our sponsor, VENTAC – trusted legal resources built for founders. From contracts to trademarks and fundraising docs, VENTAC makes it easy and affordable to get the support you need to build. Save 10% with code: PlebLab https://myventac.com/?aff=PlebLab Follow Car: LinkedIn ⁠Stacker News ⁠ Apply to ⁠PlebLab⁠ Learn more about ⁠PlebLab ⁠ Build with PlebLab Online: ⁠~Builders Territory on SN Online Builder Pass PlebTV PlebLab is a group that supports Bitcoin's success through free and open-source development. We back early-stage Bitcoin startups, builders and developers who host weekly workshops and hangouts. Reach out to PlebLab on X or our website to: host a workshop, work out of the lab, pitch your startup idea, or find a co-founder. The FOSS ethos drives our mission to foster an open-source software and hardware community. • 🟠 Apply to join: PlebLab Hackerspace Application. • 🤙 Interested in supporting the mission? Consider donating. • 💬 Stay in touch: X or Primal. • ✨ Learn more about PL: pleblab.dev and our News/Blog. • 📍 PL Events calendar: Luma. • 👕 PL Merch: shop here. • 🔵 PL LinkedIn: company page. • 🤖 PL GitHub: PlebLab/main. • 📚 PL Udemy: PlebLab Courses • ⚡️ Stacker News: @PlebLab. • 📮 PL Newsletter: subscribe. • 👉 Follow for more PL Builder updates: Pulse • 🟠 Bitcoin Builders Club: calendar. • 🎥 Watch our latest events: YouTube Streams, Twitch, PlebTV. • 🎧 Listen to this podcast on Fountain or Apple