I was talking to a friend about why we decided to invite only paying believers to the Sublime private beta. My answer is that charging early for a product creates high expectations, and in aspiring to meet those expectations, we are held accountable to deliver a product you love and trust. My answer is that growing Sublime the right way is more... See more

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.

1. Introduce frictionInstead of filling out a form to get on HEY's waitlist, those who wanted access had to send them an email. Seeing HEY's overwhelming success with this approach, Alex Hillman of Indy Hall decided to give it a shot with his new book, Tiny MBA. He put out a few posts on social media inviting people to email him if they were... See more