NORTHERN PLANNER

I like wine.

No I love wine.

So when Naked Wines started emailing me, and offered a ridiculously good trial, naturally I had a go. 

Now, the wine of great, the business model of supporting independent growers, so you pay more for the wine and less for the supply chain, and know the people that matter get paid is all ace.

But that's not the good bit. The clever bit is how you get put on the waiting list to be a fully fledged member -and when you can you have real influence. 

Because we live in an instant gratification culture today, where we can have it now at the click of a button  culture where more is better. 

Creating scarcity, earned membership of a hard to enter club where you're treated as a connoisseur (even if you're not like me).

That's really special these days and is commercial catnip if you can get it right. 

Even in the mass market. If you can create perceived scarcity or exclusivity, you're on to something. 

Because perversely,in today's have it all world, the thing we want the most is what we can't have. 

E