Being Reasonable: Exclusively Yours

September 08, 2006

Being Reasonable: Exclusively Yours

I like this blog - it provides an interesting way of presenting ideas and I normally like what he says about marketing in general. In this post the topic of exclusivity is raised as the new "luxury" status symbol. It links to another article from Forbes.

I happen to agree wholeheartedly with the idea of exclusivity - from top level recognition programs with limited membership to loyalty programs with top level rewards for top customers. This idea isn't new however. It springs from sound psychological theory. One take on it is from Dr. Robert Cialdini - the "scarcity" principle of persuasion. Make it exclusive (scarce) and people will want it. His book Influence: Science and Practice has been voted one of the best business books ever and Guy Kawasaki (ex-Apple evangelist) lists it as one of his most valuable books.

In any case - exclusivity is the new Luxury.

Sep 8, 2006 7:09:00 PM | Motivation Science

The comments to this entry are closed.

Great Question - Again from Tom Peters The statistics from this article on employee engagement are rather impressive. Tom's question is a good one. Why don't business leaders understand that an engaged workforce is a better workforce? My personal opinion is that they do get it but fixing it is something they don't know how to do. No one is bringing them any substantial ideas that DEMONSTRATE success. My own industry spends a lot of time talking about the process and the...

Get Ready for the Wave! There has been a lot written about the coming change in the employment and consumer demographic landscape. This post from Guy Kawasaki highlights some surprising statistics. As we design reward and incentive programs for clients it is going to be more and more important to know what the audience "digits" are. Too many times we receive an off-the-cuff response to the question of demographics. In the past it wasn't too important because most of the...