Ledger Growth Playbook
Secure your crypto assets.
Safety
High
Strategy
Education
The Spark
Crypto exchanges were getting hacked. People needed a safe way to hold their own keys.
The Growth Engine
Educational Fear & The 'Key sovereign' Doctrine: Ledger's growth engine is built on the tactical ownership of the 'Safety Moment' in crypto. Their growth engine is 'Ledger Academy'—a massive repository of content that educates users on the dangers of centralized exchanges. By tirelessly evangelizing the mantra 'Not your keys, not your coins,' they positioned their hardware as the only logical 'Insurance Policy' for a digital asset. Every major exchange hack (FTX, Mt. Gox) acted as a global marketing event for Ledger, driving massive spikes in high-margin hardware sales.