Think scarcity is just a marketing gimmick? Used properly, it’s one of the fastest ways to increase perceived value, build community, and grow sales—without racing to the bottom on discounts.

In this episode, I break down the scarcity and drop-model strategies I’ve seen work at the highest level—from Apple launches and cult collectible brands to Greta Van Riel’s Fifth Watches—and how we’ve used similar principles at Foundr and with our students. You’ll learn how to create authentic urgency that customers trust (and respond to), not the fake scarcity that kills credibility.

Here’s what you’ll take away:

If you implement even one of these—like a real waitlist plus a fixed buying window—you’ll see more urgency, cleaner launch spikes, and a brand that feels worth waiting for.

This is a brand new solo series I’m testing, and I’d love your feedback. Email me directly at [email protected] — I read every reply. Hope you enjoy it.

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