Roshni Cox is COO of Hellebore Broadcasting Company, a play-to-earn sports prediction game and coinage e-commerce marketplace powered by NFT. Cox — who has held previous positions at The Walt Disney Company, ESPN, DirecTV, and Sprint — said her entry into the crypto world was “accidental” and that she “needed to carve my way to understand the latest innovations.”
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Cox spoke to us about the Web3 space being “like that scene in the movie ‘Inception’ where the characters learn to build the dream world together and Leonardo DiCaprio describes the process as ‘pure creation.’ Web3 is pure creation. And I love it.”
She also spoke about how women’s participation in space is increasing, particularly in technological roles, engineering and creating – “which is what’s needed right now.”
How did you get into the crypto industry?
RC: It was actually a lucky coincidence and a lot of good timing. The company I worked for before focused on sports; and as NFTs grew in popularity at that time, this company really got into NFTs and all the value and community spirit that they represent. It was a fast moving car to understand this technology. Everything is fast, fast, fast. But I really liked the fast pace. Every role I’ve taken on in my career has had something to do with rapidly evolving technology, including my time at ESPN and building new social media audiences on new platforms back then. So I’m used to taking a crash course to get used to understanding the latest innovations.
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Can you describe what you do in your current role?
RC: Hellebore is everything. It’s a startup, after all. My role consists of product development, marketing, recruiting, brand development, sales strategy – you name it. I’m on the job, and you take care of pretty much everything on the shop floor. So I have my hands in all aspects of the business. That’s typical of life in a startup and it’s so rewarding because you have such a close, hands-on impact on the development of the company. I find it incredibly rewarding, all the more so as I work in what is perhaps the fastest growing technology in human history – Web3.
How have your previous roles influenced your work?
RC: Unbelievable. Every role I’ve been in has felt like a startup. It 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 your breakthrough work. It’s hard, but I love the challenge.
What excites you most about the room?
RC: It’s about the unknown. When the Web2 Internet began, we didn’t know where it would take us. It’s the same feeling with the Web3 space now. It’s like that scene in the movie “Inception” where the characters learn to build the dream world together and Leonardo DiCaprio describes the process as “pure creation.” Web3 is pure creation. And i love it.
What do you think should change in the room?
RC: I wouldn’t say the word “change”. It’s more about education. This industry is so nascent and futuristic, but it’s also all happening in real time now. So it’s about getting people to try this technology, get comfortable with it and learn. It’s like the early era of apps, like a decade ago, when people got 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 generate a certain amount of fear and hesitation at first. But once you get past that initial hesitation, that’s when mass adoption happens.
Can you talk about how the industry is male dominated and what could be done to change that?
RC: I know there is an impression that this industry is male dominated, but I actually see more and more women getting involved and leading. In fact, I’m seeing more and more women in technological roles actually engineering and creating what’s needed right now. And as participation increases, the stereotype that Web3 is only for men will end. The industry should 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 is interesting is that there is so much anonymity in the room that one often does not know whether one is working with a woman or a man. This new technology can be so anonymous — and therefore non-gendered — that you focus more on the person’s abilities than their gender. Sometimes I see random avatars and have no idea of their gender and background, and then I later find out that person is a woman. In fact, this kind of anonymity helps level the playing field. And I think that can be very empowering, especially compared to traditional industries.
Why do you think crypto matters?
RC: Blockchain technology is most important for the next generation. I have almost no opinion that it matters to me because its impact will be felt the most on the rising generation. In fact, they will be mainstream adopters of blockchain technology and they will be the people who will benefit from this technology on a daily basis. We build for you.
Would you like to add anything else?
RC: I would just add that I’m very excited about the possibilities. It’s very exciting to be in a space where you can dream up something and actually bring it to life in a relatively short amount of time. Things that we would have thought impossible just a few months ago can actually be made possible in a very short time. It’s moving so fast because the technology is beneficial to all users, as crypto and blockchain technology is effectively designed to benefit the individual and community rather than a corporation. This is about decentralization and how this type of human organization is designed to benefit communities of people so they can grow together in more organic ways.
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