The velvet rope

Fashionable nightclubs use a velvet rope to manage entrance: Only the chosen can come in. The more fastidious the bouncers, the longer the line of people wanting to get in. 

A long line of people trying to get in, builds additional trust in the quality of the nightclub. This is called the wisdom of the crowd: After all, when something is popular, it must be good. 

People want most what they can’t get. Think of the popularity of limited editions. Nothing becomes more attractive than limited supply. The coveted Amex Black Card is an example of how this idea is done well. 

If you want to increase the perceived value of your work, your service, or your product, the counterintuitive approach is therefore to create hurdles, instead of taking them away.  

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