The next great consumer companies won’t be exclusive clubs. They will be inclusive cults.

But exclusivity alone is a hack, NOT a product

A cult is a social group that is often defined by its unusual philosophical beliefs, or intense devotion to an idea or person. Cults welcome all who want to join, so long as they believe.

But taken a step further, I believe the future consumer companies won’t just be open platforms. They will be inclusive groups with a deep shared ideology. They will be cults.

Let me repeat, exclusivity is not a product. It is a very clever tool that can be used to drive virality or prestige, and in many cases value.

Many might think of exclusivity as the main product here, but the true product is the people. As a feature, exclusivity ensures a certain shared value system, attractiveness level, and often homogeneity of those people, and that’s what consumers are willing to pay for.