At the Reporters Roundtable, Gregory Rocco shared a perspective shaped by experience on both sides of the table - first as a journalist, and now as a founder and venture investor. His journey offers a grounded look at how media, startups, and market cycles intersect in the crypto space.

Treat Journalists Like People - Not Distribution Channels

One of the biggest shifts in Gregory Rocco's approach after becoming a founder is surprisingly simple: treat journalists like real people, not just a means to an end.

Having once been on the receiving end of pitches, he understands what actually helps. It’s not aggressive self-promotion or transactional outreach - it’s:

• Building genuine relationships
• Being available as a subject matter expert
• Offering balanced insights instead of constant self-pitching

When something truly meaningful comes along, those relationships make it easier - and more natural - to collaborate on stories that are worth telling.

From Writing to Building

Gregory Rocco's path wasn’t traditional. With a background in writing and literature, he didn’t start with a roadmap to becoming a founder. Instead, he learned by doing - and by asking questions.

A key advantage journalists often overlook, he says, is access. Reporters regularly speak with founders, operators, and experts. Those same conversations can become a learning resource for anyone looking to build something themselves.

His own journey - from writing to founding Spruce ID and now working in venture at Ethereal Ventures - is proof that the transition is possible, even without a traditional business background.

Bullish on the Long Term, Especially After the Reset

When it comes to market sentiment, Gregory Rocco leans optimistic - but with a realistic lens.

He sees bear markets not as setbacks, but as filtering mechanisms. They remove unsustainable ideas and create space for stronger, more thoughtful innovation to emerge.

Some of the most impactful projects in crypto, he notes, were built during quieter periods. With new tailwinds like AI entering the space, the current phase feels more like an incubation period than a slowdown.

What Still Frustrates Journalists

Looking back at his time in media, one frustration stands out: the flood of low-value project announcements.

During the ICO boom of 2016–2017, inboxes were filled with endless launches - many lacking substance or real-world impact. While the era was exciting and experimental, it also created noise that made it harder to identify meaningful innovation.

That lesson still applies today. Whether it’s token launches or new platforms, the expectation is clear:

Bring something that actually matters - not just another announcement.

The Bigger Picture

Gregory Rocco's story reflects a broader theme in crypto: fluid roles and evolving perspectives. Journalists become founders. Founders become investors. And through it all, relationships and credibility remain constant.

His advice - whether for founders pitching media or journalists considering a startup path - comes down to a few core ideas:

• Stay curious and keep learning from the people around you
• Focus on substance over hype
• Build real connections, not just visibility

In an industry that moves fast and often resets itself, those fundamentals tend to outlast everything else.