Botching the Apple launch?
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Seth Godin writes about scarcity
“We can learn a lot from the abysmal performance of Apple this weekend. They took a hot product and totally botched the launch because of a misunderstanding of the benefits and uses of scarcity ...Smart marketers understand that scarcity (intentional or not) is a tool, one that can be used to enhance the story, not detract from it”
And gives five principles for how smarter businesses can exploit scarcity
I am told I must now regard my BlackBerry as a inferior products now that the all-singing, all-dancing iPhone 3 has hit the streets - bunkum!
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