POSITIVE SCARCITY

Summary from the TLDR Founders newsletter

Positive Scarcity is a marketing strategy that emphasizes exclusivity and excitement rather than fear of missing out to make customers feel like they are part of a special club. Companies like Nike and Starbucks successfully use this approach by creating engaging, limited-time experiences - such as Nike's SNKRS app for rare sneakers or Starbucks' holiday drink launches - fostering customer loyalty and repeated engagement. By framing scarcity positively, brands can boost sales while delivering delight and a sense of belonging to their audience.