Every marketing expert says make buying easy. James Jebbia did the opposite. Customers fought for...Every marketing expert says make buying easy. James Jebbia did the opposite. Customers fought for...
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Roshan's avatar
Roshan Sundar
pro
• Jan 22
Every marketing expert says make buying easy.
James Jebbia did the opposite.
Customers fought for $40 hoodies; resellers flipped them for $400.
Supreme hit $1B by saying “no.”
Weekly drops, limited stock, no restocks. Lines around the block. People camping overnight.
Supreme didn’t sell gear—they sold status.
Scarcity works because humans want what’s rare. Most marketing chases everyone.
Supreme focused on the 5% who cared.
Lesson: → Small passionate audience > large lukewarm one → Build anticipation, not availability → Stay authentic.
Sometimes growth isn’t more customers—it’s the right ones. What if your marketing served someone, not everyone?
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