About

Lucid is a positioning and narrative practice for founders whose product is ahead of their story. Positioning is upstream of basically everything, including the product, so we start there. Getting the positioning right with the founder and the team, then building the story, the launch and the growth on top of it.

Marketing done right is magic. Most of the magic is in the sequence.

The Eixample street grid from above, with the Sagrada Família at its centre

The name is the brief

Lucid means clearly expressed and easy to understand.

Clarity is the quality of being easy to see and hear, and it's where every engagement starts.

The words are the value proposition. If Lucid couldn't make its own company obvious, it would have no business working on yours.

Casa Batlló on Passeig de Gràcia, seen through the trees
Two apartment buildings seen from the street, meeting an open sky

Nick Hollins, Founder

I started out booking shows and promoting festivals in Sydney, then spent years in broadcasting at FBi Radio and 2ser. Since 2017 I've worked in marketing and brand strategy with more than 20 teams across Ethereum, from 0x Labs and Matcha to Livepeer and Zerion.

I've written for magazines including Rolling Stone, The Big Issue, Red Bull and Vogue Business. I edited a publication at the University of Sydney, and ran communications for a virtual reality fashion summit at the Grand Palais during Paris Fashion Week.

In 2022 I founded UFO, a magazine and broadcast network for independent culture. It's where I built the system that became Lucid, and grew UFO to 40,000 subscribers and rising.

My work is about helping people discover things worth knowing.

Who Lucid is for

  • Products that work, and keep getting better.
  • Companies that have outgrown the story they launched with.
  • Founders who can tell the marketing isn't working, but can't say why.
  • Products customers love and the market hasn't caught up with yet.
  • Founders who are still the only person who can explain the product.
  • Teams doing plenty of marketing, with not enough coming from it.
  • Companies with a moment coming up: a raise, a launch, a shift in the category.
  • Founders who want an outside view, and can make the call.
  • Teams who want the story in the market, not in a shared drive.
  • Founders hiring their first marketer, who want the story ready before day one.
  • Teams who want to own their story, and keep it sharp.
  • Builders who care about the story as much as the product.
  • People who want to do work that matters.

Selected history · Nick Hollins

  • 0x Labs
  • 2ser Radio
  • Base
  • Circular Fashion Summit
  • DappCon
  • FBi Radio
  • FTTF
  • Livepeer
  • Matcha
  • Red Bull
  • Refraction
  • Rolling Stone
  • The University of Sydney
  • Vogue Business
  • Zerion
  • Zora
The mosaic bench at Park Güell, looking out over the city to the sea

Writing

Posts on positioning, narrative, and what changes when the market can finally see what you've built.

Latest · L.001 · 28 September 2026Clarity is a light switchThree stories about the moment the light comes on, and five ways to tell where you’re at, light-wise.

All writing

A second read of where your company is right now: what's working, what's stuck, and where more clarity would change things.

Tell us what you're building.