Looking at the recent Web3 developments of several leading brands, an interesting observation is that projects launched around the same time have followed completely different trajectories. On the surface, it seems to be a market environment issue, but a closer look reveals that the real watershed actually lies earlier: how the goals are set and which paths are chosen. In the same industry, why can some brands make a splash with their Web3 practices while others remain silent? The key is not the amount of resources but whether the strategy is clear and the execution is ruthless enough. The logic behind this is worth pondering.