Phil from 21M Communications joins me to break down what it takes to build a Bitcoin-only business. We explore the difference between Bitcoin and crypto companies, how 21M helps Bitcoiners “sell exposure”, what it’s like on the inside of an agency, how to earn yield by providing Lightning Network liquidity, and where Phil sees Bitcoin going over the next two decades.
Check out his website: 21M Communications
TIMESTAMPS:
0:00 – What Phil Is Focused on Today
4:15 – Inside 21M Communications
10:56 – How to Build a Bitcoin Business
15:25 – Bitcoin vs “Crypto” Companies
16:41 – How a Bitcoin Agency Actually Works
24:14 – Selling Bitcoin Exposure and Measuring Impact
29:53 – How to Leverage the Right Connections
34:35 – Staying Ahead with Trend Jacking
37:05 – Finding What You’re Opinionated About
43:23 – Earning Yield By Providing Lightning Network Liquidity
48:27 – Cashflow, Leverage, and Trading Lessons
53:06 – What the Next 20 Years in Bitcoin Could Look Like
55:53 – How to Connect with Phil
Bitcoin PR, Lightning Yield, and Ethical Media:
Phil, founder of 21M Communications, details a Bitcoin‑only PR strategy aligned with sound‑money ethics, self‑custody, and measurable exposure across podcasts, mainstream media, and trade press. He contrasts Bitcoin vs “crypto” incentives and outlines tactics that turn founders into recognized thought leaders.
Lightning Network Yield & Ambos Rails:
Ambos’s Rails enables self‑custodial Lightning liquidity provisioning to earn transaction‑fee yield without rehypothecation, targeting ~2–4% APY and citing Block’s ~9% on high volume. Over US$250M (~2,100+ BTC) sits on the waitlist, signaling institutional/treasury demand as Bitcoin shifts from store of value to medium of exchange with private, low‑fee payments at scale.
Bitcoin‑Only PR Model:
21M Communications runs announcement calendars, competitive analysis, and outlet‑specific pitches for clients like Ambos, Voltage, and Castle. Services span press releases, op‑eds, podcast bookings, TV hits, and founder ghostwriting, with flexible retainers or campaign sprints and hands‑on fulfillment by Bitcoiners.
Media Ethics, Trendjacking, and Measurement:
Phil critiques pay‑to‑play “crypto” media and counters with ethical journalists, exclusive angles, and timely “trendjacking” (e.g., Genius Act, Tether on Lightning) tailored per outlet audience. Success is framed as increased mindshare vs competitors, supported by attributable deals from coverage and content flywheels.
Values & Vision:
Rooted in self‑custody, renewable‑friendly mining narratives (e.g., OceanBit), and Christian philanthropy, Phil envisions Bitcoin citadels and culture‑building over 20 years—these are the good old days.
