Exclusion as Brand Strategy

Why exclusivity, not inclusivity, is the secret to brand devotion

I often observe my clients—whether they're legacy brands or venture-backed startups—reach the same fork in the road. The conversation usually goes something like this:

"We're doing well with our current audience, but what if we expanded to capture these people too?"

"Our competitors are offering X. Should we also start doing that?"

"We could add this featu…