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This Week’s Growth Hack:

😬 How To Manufacture More Scarcity

If you’ve ever walked past a Supreme store and seen people camping out like it’s Coachella for T-shirts… you might’ve rolled your eyes. I used to too. Until my wife gifted me the coolest winter hat I’ve ever seen, early in our relationship. That’s where my love for Supreme started.

Well, I recently found a YouTuber who stole their playbook & broke down exactly how he took his struggling T-Shirt brand to $100k in revenue by using Supreme’s marketing scarcity tactics..

No, it’s not their nostalgic logo. Not the collabs. Not the cool-kid skaters. This YouTuber stole the psychology. He stole the scarcity. And I applied it to his brand fairly easily.

That’s what this week’s Growth Hack is all about… how YOU can manufacture scarcity liuke Supreme’s $5B empire.

*****And better yet? This strategy works regardless of your industry or follower size, so be sure to check out the B2B examples below!

Let’s break it down:

🧠 The Psychology Behind the Hype

Supreme didn’t start with hype. They started with a very clear ICP: skaters.

Specifically, the skaters in New York City that every kid wanted to be like. These “tastemakers” were the social proof before social media.

💡 Thought for you: Have you clearly defined who your target audience beyond a single word like “marketers” or “Chief People Officers” .. like Supreme dug deeper than skaters?

📦 The Scarcity Blueprint (aka the 4 Phases to a Sold-Out Drop)

The main magic: Supreme didn’t do what every brand does when demand goes up.

They didn’t scale production.

They scaled exclusivity.

Instead of meeting demand, they created artificial scarcity. Fewer products. More want.

Turns out, what’s hard to get… feels more valuable.

Phase 1: The Mystery

Start teasing the drop 21 days out. Not 2 days. Not 2 months. Just enough time to build curiosity without losing interest.

For you? That could be posting behind-the-scenes content. Fabric samples. Close-up shots of your product. Not the full thing … just enough to get people guessing.

Your goal is to open an “information gap” that your audience has to fill. The same brain itch you get when someone says, “I need to tell you something… actually, never mind.”

Make your audience itch.

Phase 2: The Buzz

Here’s where you activate tastemakers… not Kendall Jenner, but your version of tastemakers. Your CMOs or Moms or whoever your target ICP is.

Identify 10-20 micro-influencers in your niche (skateboarding, motocross, crypto bros, whatever). Handpick people who live your brand’s vibe. Then give them an experience, not just free merch.

Think: handwritten notes, custom packaging, BTS Polaroids, early access codes. Make it too cool not to post.

And start whispering that you only have 100 units. Maybe even 50. Let the FOMO fester.

Phase 3: The Vault

This is where it gets fun.

2-3 weeks before launch, lock your site with a password. Visitors land on a single page: “Want in? Enter your phone number to get early access.”

Boom — exclusivity, SMS list building, and demand validation all in one.

Bonus: If 10,000 people give you their number, you know you can safely sell 500–1,000 units. Inventory forecasting made easy.

Phase 4: The Frenzy

Now unleash the hype.

Text reminders at 48 hours, 24 hours, 3 hours, 1 hour, and 2 minutes before the drop. Build a crescendo.

When the site opens, password or not, people flood in. Items sell out in minutes. Cart values spike. Scarcity kicks in. And you’ve got a frenzy on your hands.

🤯 Bonus: Post-Drop Psychology

Most brands stop after the sell-out. Big mistake.

Supreme starts there.

They let fans vent their disappointment online. Then they show the resale market — $168 hoodies selling for $11,000. Then they go silent.

This is called reward uncertainty — and it’s the same tactic slot machines use. Keep them guessing. Keep them checking. Keep them wanting.

🔥 My Signature Examples

This growth hack isn't just for streetwear. Here’s how three very different business types can use the Scarcity Blueprint this week:

Marketing Agency: Build a limited-supply service package and promote it like a drop. Maybe it’s “The 5-Client Growth Sprint” — a 30-day growth experiment with your best strategies, only offered to the first five businesses who book. Show behind-the-scenes prep, post wins from past sprints, and lock the intake form behind a waitlist. You just turned consulting into merch.

Marketing Agency #2: Another great example for a marketing agency or B2B service provider could be a limited edition build and release package. If you always sell a $5,000/month ad management service to e-commerce brands, you could sell a limited edition $5,000 one-time purchase where you build all of the ads and landing pages and give 90 days of coaching as a one-time thing. Limiting it to five companies & keeping the price but as a one time product not only opens up your total addressable market to people who are comfortable spending $5,000 once, but not $5,000 every month… But most importantly, finally gives everyone on your email list (aka everyone who's ever booked a call with you, filled out the form on your website, or been passed through a word-of-mouth referral) a reason to buy something new, fun, and exciting.

Software Business: Launch a private beta for a hot new feature… but make it feel like a drop. Use language like “invite-only,” tease new UI elements on LinkedIn, and show real users trying it out. Lock access behind a waitlist and use SMS/email to alert people the second it opens. Make people want to be early access insiders, not just users.

E-Commerce Brand: Create a micro-collection of just 100 units. Tease the concept with moodboards, factory shots, even packaging runs. Lock the product page and only text your list when it goes live. Show packing footage post-drop. Then, do what Supreme does best: go quiet. Let the sellout do the talking. Let the followers stew in FOMO until the next drop.

👀 How are you going to manufacture scarcity this week?

Let me know. I’ll be watching. From the vault.

The original YouTube video is here

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That’s it for this week!

Talk soon,
Marketing Max
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