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Women in Crypto Q&A: Roshni Cox compares Web3 to “Inception”


Roshni Cox is the COO of Hellebore Broadcasting Company, an NFT-based sports prediction game and typing e-commerce marketplace. Cox – who has held previous positions with The Walt Disney Company, ESPN, DirecTV and Sprint – said her entry into the world of crypto was “fortuitous” and that she had to “take a crash course to understand the cutting edge innovation”.

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Cox told us about how the Web3 space is “like that scene in the movie ‘Inception,’ when the characters learn to build the dream world together, and Leonardo DiCaprio describes the process as ‘pure creation’. Web3 is pure creation. And I like that.”

She also spoke about how women’s participation in space is increasing, particularly in technology, development and creation roles – “which is needed right now.”

How did you get into the crypto industry?

RC: It was fortuitous, actually, and a lot of good timing. The company I worked for used to focus on sports; and, with NFTs growing in prominence at the time, this company really got into NFTs and all the value and sense of community they represent. It was a car that was rapidly evolving in terms of understanding this technology. Everything is fast, fast, fast. But I really liked this fast pace. Every role I’ve played in my career has had something to do with rapidly emerging technology, including when I was at ESPN and establishing new social media audiences on new platforms at the time. . So I’m used to taking crash courses to understand the cutting edge of innovation.

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Can you describe what you do in your current role?

RC: At Hellebore, well, that’s all. It’s a startup, after all. My role includes product development, marketing, recruitment, brand development, sales strategy, etc. I’m in operations, and in operations, you take care of just about everything. So I have my hands in all aspects of the business. It’s typical of life in a startup, and it’s so rewarding because you have an intimate and practical influence on the trajectory of the company. I find this incredibly rewarding, and it’s all the more true as I work in a space – Web3 – which is perhaps the fastest growing technology in human history.

How have your previous roles shaped what you do?

RC: Immensely. Every role I’ve played has felt like that of a startup. I always felt like I was starting from scratch with new technologies and bringing them to a mass audience. Although I’ve been in more established companies, it’s the idea-driven projects that are the real challenge. You need to find advocates for your idea and the cutting edge work you are pursuing. It’s hard to do, but I like the challenge.

What excites you most about space?

RC: This is the unknown. When the Web2 Internet started, we had no idea where it would take us. It’s the same feeling with the Web3 space now. It’s like that scene from the movie “Inception,” when the characters learn to build the world of dreams together, and Leonardo DiCaprio describes the process as “pure creation.” Web3 is a pure creation. And I like it.

What do you think should change in space?

RC: I wouldn’t say the word ‘change’. It’s more a question of education. This industry is so nascent and futuristic, but it’s also happening now, in real time. So it’s about getting people to try this technology, get familiar with it, and learn. It’s like the beginning of the app era, like a decade ago, when people were getting used to using an app to order food or post a family photo. We are at the forefront of the next level to make our lives faster and easier. And new technologies always create a certain amount of fear and hesitation at the start. But once you get past that initial hesitation, that’s when mass adoption happens.

Can you explain to us how the industry is dominated by men and what could be done to change this?

RC: I know there is a perception that this industry is male dominated, but I actually see more and more women getting involved and leading. In fact, I see more and more women in tech roles, developing and creating, which is needed right now. And as this participation grows, the stereotype that Web3 is only for men will come to an end. The industry was meant to be inclusive, and I see more and more women getting involved every day.

What could be done to make the industry more inclusive?

RC: What’s interesting is that there’s so much anonymity in the space that you often don’t know if you’re working with a woman or a man. This new technology can be so anonymous – and therefore non-gender specific – that you focus more on the skills of the person rather than their gender. Sometimes I see random avatars and have no idea of ​​their gender and background, then later find out that person is female. Indeed, this kind of anonymity helps create a level playing field. And I think that can be very empowering, especially compared to traditional industries.

Why do you think crypto is important?

RC: Blockchain technology is most important for the next generation. I have almost no opinion on this, as its impact will mostly be felt by the rising generation. Indeed, they will be the big users of blockchain technology and they will be the ones who will benefit from this technology on a daily basis. We build for them.

Would you like to add anything?

RC: I would just like to add that I am very excited about the possibilities. It’s very exciting to be in a space where you can imagine something and bring it to life in a relatively short period of time. Things that we thought impossible a few months ago can, in a very short time, be made possible. It is going so fast like this because the technology is beneficial for all users because, effectively, crypto and blockchain technology is designed to benefit the individual and the community rather than a business. It’s about decentralization and how this type of human organization is designed to benefit communities of people so they can grow together more organically.

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