It will be a highly collaborative approach - e.g. team / DAO / community - but overall it will come from education and awareness of the StakeWise platform.
Also I think the numbers are starting to speak for themselves. The APR for StakeWise has been consistently higher than other staking platforms (e.g. Lido / RPL). I believe when the Shanghai fork occurs, there will be interest in investors to exit their staking position and reconsider other platforms. So there should be some marketing around that timeframe - because - (pure speculation / NFA here) the market should correct the “depeg” and provide an incentive for people to “cash out” of one staking platform to consider others that provide higher value.
But not content to rest on a single event to increase market share - we should continually be aware of other important Ethereum ecosystem events and capitalize on those as well.
Re: Pizza - Pineapple is ok. Anchovies are ok. Cat food is ok.