Greg Bresnitz has spent two decades figuring out how to make people care about things. He ran events at Vice, built cultural programming and global business development for Ace Hotel, co-created an award-winning cookbook from a podcast about chefs and their playlists, and most recently served as CEO of Friends With Benefits—the web3 social network that proved crypto could have actual taste. He now leads narrative strategy at Optimism, where he’s helping enterprise companies understand why they should build on blockchain infrastructure. He lives in New Orleans with his daughter and dog, pulls tarot for entreprenerus, and believes the best stories are the ones that make the technology disappear.