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🚀 This Week's Growth Hack 🚀

✋🏼
Your Product, Isn’t Your Product

Last week, I was at a coffee shop in when I overheard two people loudly whispering "Labubu matcha dubai chocolate." I thought I was having a stroke. Turns out I was just entering the hypeverse.

Labubu, in case you haven’t heard, is this weird little rabbit-like figurine that has somehow become one of the hottest collectibles in the world. We’re talking $200 million+ in secondary sales hot. It's like if Beanie Babies got into NFTs and had a baby raised on TikTok.

Here’s the thing though… Labubu is not even that cute. I said it. Yes I bought one ofr my daughter… but it’s not the figurine itself that’s valuable.

Because we have entered a world where the product, isn’t the product.

💡 “So Max! What is the product then?”

The real product is the entire universe of emotion, status, community, and dopamine around it:

• Scarcity-based drops and blind boxes

• Viral unboxings on your socials

• eBay bidding war stories

• Celebrity sightings

• Cultural storytelling

• And most importantly of all, that tiny little dopamine hit that rushes through your whole body when you finally score something rare that people want

Sound familiar? It should. This is the exact same formula that NFTs rode into the mainstream: perceived rarity, social clout, and that juicy FOMO loop.

We see it in Nike’s SNKRS app too. The “got ‘em” screen isn’t part of the shopping experience… it is the product. People post screenshots like they just won the lottery.

Because in a way… they did.

🎯 My Insight: People aren’t just buying stuff anymore. They’re buying status, story, and surprise.

Labubu is the latest example, but it’s really just a continuation of a decades-long trend: when cultural value outweighs functional value.

Want more examples?

• Supreme’s bricks – literally a cinderblock with a logo… sold out.

• Apple’s yellow iPhone – same phone, new color… fresh dopamine.

• Yeezys – some people wear them, some people just collect them like art.

• Blind box toys – the surprise is the product, not the toy itself.

This is the oldest trick in the marketing book. Casino slot machines? Social media likes? Cracker Jack prizes? Same mechanic: uncertainty = dopamine.

🧠 How can you apply this to your business?

👨‍💻 SaaS Founder - Turn your feature launch into a status drop… release a special feature just to your customers who spend the most with you or have the biggest social following because they will share theat they got access before anyone else. Make people feel like they’re part of a special squad, not just another user.
The feature is utility, but the access is identity.

📈 Marketing Agency Owner - Design a bold hoodie or hat with an insider slogan only your clients would understand (“4X ROI Club” or “I Survived Black Friday With [Your Agency]”). Why should people choose your agency over all of your competitors look and do the exact same? Because your service is a secret society… and your merch becomes the badge.

🛍️ E-Commerce Brand Owner - Launch a monthly “mystery box” drop where loyal customers get a surprise item with a story… limited-edition, never restocked, and different every time. Film the unboxing and post the best reactions on social.
Now your product isn’t just the thing they buy… it’s the rush of being chosen.

🔑 Takeaway: Hype is a lever, not a strategy.

If you’re a marketer, this is your reminder that sometimes the actual product isn’t what your customers care about most. It’s the feeling they get from it. It’s how it makes them look. What it says about them. Who it lets them be part of.

So ask yourself:

• Can you make your product feel scarce?

• Can you create rituals or inside jokes your community wants to be part of?

• Can you manufacture surprise and delight in the buying journey?

Because if you get that part right…

You might just be selling something way more powerful than what’s in the box.

What can you do this week to turn your product into a cultural artifact instead of just a tool or toy?

👀 Remember: the product isn’t your product.

See you next week,
MarketingMax

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💕 Looking for more?

1. 🙏🏼 Need more QUALIFIED leads? I’m currently helping 50+ B2B brands generate dozens of qualified leads a week thanks to my unique lead gen funnel that writes you a weekly newsletter, grows your list, & uses my secret sauces to turn your new subscribers into leads/customers. See if you are a fit here →

2. ⏰ Don’t have enough time to build a personal brand? While countless entrepreneurs are wasting hours dancing in TikToks that get no views, dozens of TNT clients are building a cult following where attention is more valuable than social… the inbox! 👉🏼 See if you qualify for a waived setup fee here.

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3. 🤝 Get In Front Of My Audience - With more than 100,000+ newsletter subscribers, 75k+ Tik Tok followers, & 55k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow! Interested in a partnership, tap here.

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That’s it for this week!

Talk soon,
Marketing Max
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