The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies
Jordan Odinskyfemstreet.substack.com
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The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies
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Instead of trying to get everyone to use their app, they invited only people they thought would be likely to spread the word to their followers elsewhere, especially designers and creatives. They sold exclusivity to investors, even when so many of them were skeptical. In that sense, they were like a luxury brand, manufacturing coolness and tasteful
... See moreSarah Frier • No Filter
Inclusive Exclusivity - Self-Cancelling Greek Life And Our Broken Vocabulary Around Curation (Cafe Society Dinner Discussion #11)
David Litwakmaxwellsocial.substack.com
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It starts with FOMO. This is the secret sauce of any community, but it's hard to manufacture. On Deck created FOMO by doing something unscalable (dinner parties) for years.
Jake Singer • What’s On Deck for Business School - The Flywheel
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As Web 2.0 companies began to deeply understand the powerful potential of their innovations — the game-ish reaction buttons, the follower graph, the algorithmic ‘newsfeed’ — they became adept at a clever stratagem. Rather than committing to perpetual openness, they could offer new user tools or developer APIs and encourage the community to use them... See more
Brian Flynn • Reputation in Web3: Ships Built on the Great Flood
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An alternative would be to steadily build an audience interested in your product and to ungate the waitlist in batches. Building an audience is increasingly achievable through social media along with owned channels like newsletters. Unlike PR, these channels are person-centric rather than brand-centric; they require personality and authenticity in ... See more
Kyle Poyar • The emerging startup playbook
The problem here — in what I call the Social Token Paradox — is that with this mental model, tokenized communities are incentivized to uphold exclusivity. Let’s work backwards: if you want your community to be valuable, you need your community’s token to go up in price. This makes sense, sure. But to make the token go up in price, you have two choi... See more
Gaby Goldberg • Social Token Paradox
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Using scarcity and exclusivity early on and then relaxing the restrictions later is a particularly good way to build demand.