In a world where the web3 user experience is streamlined through account abstraction, complexities like gas and multiple L1s/L2s are hidden from users. This talk explores the competitive dynamics likely to develop at each layer of the stack (layers, DeFi protocols, intent protocols) and the strategies that might be employed to succeed. Join me to delve into the transformative impact of making Web3 seamless and accessible, and understand how to navigate and thrive in this evolving landscape.