The Next Great Consumer Companies Won’t Be Exclusive Clubs. They Will Be Inclusive Cults.

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.

But exclusivity alone is a hack, NOT a product

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.