The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies

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.

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 t... See more

As any asset begins to accrue greater recognition and deeper social significance, its value moves beyond being predominantly transactional and towards an expression of the owner’s identity.