4. Create FOMO to drive word-of-mouth.Key questions: Does your product rely on UGC? Consider curating the early community. / Is your product innately social? Consider relying on existing users to invite new users.Instagram, Pinterest, and Clubhouse are examples of platforms that made their early communities exclusive. In another way, Robinhood and ... See more

At Maxwell we’re trying to reframe social clubs to be around this idea of inclusive exclusivity - you may not be able to get into the Soho Maxwell, maybe it’s full or you just aren’t friends with those people. Or maybe you can’t afford it, but that’s ok because we’re creating a system within which multiple Maxwells can be started at various price p... See more

Exclusivity based on if you can afford something is not going away as long as we have a capitalist society. FOMO and exclusivity/curation is a natural part of how we gather, and trying abolish it is not a worthwhile endeavor, but the best institutions aim for a concept that I first heard expressed at Sofar Sounds — Inclusive Exclusivity.

Any reasonably clever monkey can create a short term game, especially ones that promise rewards to early adopters. How many waitlists have you signed up for without knowing whether you even want the product?