In a meeting this morning it was mentioned that Trump had launched a crypto currency. Can that actually be legal now he’s just about to be inaugurated as President of the USA? To answer these questions I came across a Forbes article that was too good to miss. Naturally, I popped the kettle on for an Earl Grey tea and settled in for the latest instalment of crypto chaos: TrumpCoin crashes, MelaniaCoin takes the spotlight, and somewhere, Donald Trump is undoubtedly seething into his gilded Diet Coke chalice. 

The idea of the thin-skinned poster boy for the Denning-Kruger effect watching Melania’s currency upset the price of his crypto is almost too perfect. You can just imagine the behind-closed-doors tantrum, can't you? “How could she get more traction than me?” The man’s ego doesn’t take kindly to being upstaged—even by his own wife. Honestly, it’s as if the crypto world decided to mash together an episode of Succession and The Apprentice. 

Now, if you're not following the meme-coin madness, don’t worry—I’ve done the deep dive so you don’t have to. And by "deep dive," I mean I Googled furiously while sipping my tea and wondering if this is what people meant when they said the future would be weird. 

Memes, Markets, and Madness

So, why do meme coins, these glorified digital in-jokes, cause such a frenzy? It’s all about storytelling. People love a good narrative—especially one that makes them feel part of an exclusive club. A TrumpCoin buyer are investing into a movement, a meme, and (probably) a bit of misguided optimism. 

Behavioural economists call this “narrative economics.” It’s why we back things like Bitcoin, Dogecoin, or even NFTs of bored apes wearing top hats. They tell stories that hook us, even if the underlying value is flimsier than The Donald’s quiff.

IDEA Framework: What’s the Story? 

Let’s run this through my IDEA framework: 

• Inform: Inform: What’s the story? 

Meme coins like TrumpCoin and MelaniaCoin boil down complex systems—like blockchain, value exchange, and digital ownership—into something simple, digestible, and (let’s be honest) ludicrous. They tell us that anyone can join the party, and in doing so, they create a sense of urgency. “Don’t understand crypto? Who cares! Everyone’s doing it.” The information we’re dealing with here is seductive but incomplete. It’s the shiny headline without the fine print. 

The lesson? It reminds us how easy it is to be seduced by oversimplification. In business or life, we need to dig deeper—ask harder questions about the systems we’re engaging with. What are the risks? Who benefits? And crucially, is this solving a real problem or just a shiny distraction? 

We made some explainer films about blockchain and crypto here: insert link 
 
Develop: What does this teach us? 

Meme coins don’t just sell currency; they sell identity. They teach us that people crave a sense of belonging—whether it’s through a joke, a movement, or a speculative financial gamble. But they also highlight a gap: while the crypto world markets itself as inclusive, it can easily exploit that inclusivity for profit, leaving people out of pocket and disillusioned. 

For businesses, this is a masterclass in understanding your audience’s motivations. It’s not just about what people buy, but why they buy it. Meme coins tap into our innate desire for connection and shared experiences, even if they offer little of substance. 

Enable: What choices does it present? 

Here’s the thing about meme coins—they give you a choice, but it’s a binary one: jump on the hype or miss out. This mirrors a larger issue we see in many trends, from crypto to business fads: the illusion of limited options. By presenting the choice as now or never, they steer us into impulsive decision-making rather than critical thinking. 

The real opportunity here lies in reframing those choices. Instead of asking, “Should I invest in this coin?” the question should be, “What’s the real value here?” For businesses, it’s a reminder to empower their audiences with better tools for decision-making—clear information, transparent risks, and thoughtful alternatives. 

Animate: How does it switch us on? 

The genius of meme coins is how they switch people on emotionally. They’re not just financial assets; they’re cultural artefacts. Whether it’s the promise of quick wealth or the joy of being in on the joke, they animate our aspirations and tap into our deepest desires—status, identity, and belonging. 

But here’s the rub: once the hype fades, what’s left? Businesses can take a cue from this by ensuring their narratives have staying power. It’s not enough to switch people on; you need to keep them engaged with something meaningful, something that adds value long after the initial excitement has worn off. Lessons for Us Mere Mortals

The Bigger Picture 

Today’s news is brimming with other examples of hype narratives. NHS strikes, falling house prices, and Manchester United’s latest PR blunders are all competing for attention, each with its own spin. The thread that connects them all? The stories we choose to believe and the decisions we make because of them. 

A 2023 study from the Cambridge Journal of Finance found that “narrative-driven assets” often inflate market bubbles, as people focus on emotional appeal over substance. This pattern isn’t just in crypto; it’s everywhere. From political campaigns to corporate buzzwords like “holistic synergy” (yes, I cringed too), we’re constantly navigating a sea of stories. The challenge is to spot the ones that truly matter. 

The Takeaway (With a Biscuit) 

Before you dive into the latest trend—whether it’s meme coins or corporate buzzwords—pause. Ask yourself: what’s the real value here? Am I making a choice based on substance, or am I just swept up in the story? 

What’s the biggest hype narrative you’ve fallen for recently? Drop it below—no judgment. We’ve all bought something at 11 pm thinking it was genius, only to regret it by morning. (Although the Velcro drain unblocker is the shit!) 

If you’re still confused by block chains and bitcoin, take a look at film with LayerTwoLabs, which helps to break it down further.