Wishing you a strong start to the week. Today I want to talk about a principle at the heart of every premium brand, exclusivity.

Coveted Names

Take the names everyone desires. Rolex, Hermès, Ferrari. They all make you wait. Not because they can’t produce more, but because they know something simple. What is rare holds value. What comes too fast loses it.

Experience Matters

Exclusivity goes further than limiting supply. It means building an experience where owning something feels like stepping into a higher circle. The Hermès Birkin bag is the best example. The bag itself is iconic, but what makes it magnetic is that you can’t simply walk in and buy one. You wait. You are chosen. The waitlist becomes part of the product.

Beyond Fashion

You see this outside fashion too. Apple builds tension through careful releases. Top restaurants turn dinner into status with reservation-only access. The product matters, but the gate matters just as much.

Lessons for entrepreneurs

You don’t need everyone as a customer. What matters is making people feel that belonging to your world is limited. The harder it is to enter, the more people want in.

Until next time,
Michał
Refined Money