Make it feel exclusive in an age of everything, everywhere, all at once. ------
Almost anything can be made quickly, at infinite scale, and with global availability --from music to soda. Because it's so easy to get anything instantly, our products don't feel special anymore. We're seeing a rise in desire for things that are harder to produce and more limited like vinyl records, handmade axes, or locally-built furniture. Exclusivity matters to people now more than ever, and they will pay more to feel special. How do brands that are really good at making consistent products globally make their stuff seem special?