How limited windows built Fifth Watches' cult

Nathan details Greta Van Riel's Fifth Watches strategy of monthly drops, waitlists, and password-protected launches.

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Think scarcity is just a marketing gimmick? Used properly, it’s one of the fastest ways to increase perceived value, build community, and grow sales—without racing to the bottom on discounts.

In this episode, I break down the scarcity and drop-model strategies I’ve seen work at the highest level—from Apple launches and cult collectible brands to Greta Van Riel’s Fifth Watches—and how we’ve used similar principles at Foundr and with our students. You’ll learn how to create authentic urgency that customers trust (and respond to), not the fake scarcity that kills credibility.

Here’s what you’ll take away: • The difference between authentic scarcity and gimmicks (and why it matters) • The drop model play: waitlists, fixed windows, and limited quantities • Why unpredictability + rarity (e.g., chase variants) increase desire and UGC • How to pair scarcity with community loops (referrals, trading, VIP access) • The golden rule: set clear rules and never break them or you’ll train people not to buy • Practical examples you can deploy this week: VIP waitlists, bonus windows, micro-drops

If you implement even one of these—like a real waitlist plus a fixed buying window—you’ll see more urgency, cleaner launch spikes, and a brand that feels worth waiting for.

This is a brand new solo series I’m testing, and I’d love your feedback. Email me directly at nathan@foundr.com — I read every reply. Hope you enjoy it.

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