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Botching the Apple launch?

Geoff Riley

14th July 2008

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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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Geoff Riley

Geoff Riley FRSA has been teaching Economics for nearly forty years. He has over twenty years experience as Head of Economics at leading schools. He writes extensively and is a contributor and presenter on CPD and Revision conferences in the UK and overseas.

@tutor2uGeoff

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