HOW TO COMMAND CULT-LIKE LOYALTY

to become a billionaire you don't need a great product you don't need a great product what you need is to have an understanding of what most people don't of what most people don't and Gymshark is a great example of that in 2012 Gymshark had no budget no connections and a product that was okay at best so how is it that 8 years later they became a billion dollar company well contrary to what most people saw Gymshark weren't just selling gym apparel they were selling a membership a sense of exclusivity that not everyone could be a part of see there's a principle in the 48 Laws of Power that says if you wanna build something that lasts you play on people's need to believe you give them a cause an identity something bigger than the product itself and once they've bought into the belief the product becomes secondary that's exactly what Gymshark did they signed unknown lifters and made them famous they ran expos for people to meet those lifters that weren't even known outside of the Gymshark world they created a sense of fandom within their community and that was the exact cult like behaviour that saw them rise to the top see every brand that's gone clear in the last 10 years has some version of this baked into their marketing strategy Corteiz didn't just sell streetwear they sold the feeling of being one of the few who actually copped from their geo-locked drops and Fenty didn't just sell makeup they sold the feeling of being represented in an industry renowned for exclusively catering to lighter skin tones they're all selling you the feeling that purchasing their product gives you so if you're trying to build something people actually care about stop asking what makes your product better and start thinking about what people will believe about themselves once they're in your world because that's the part that most people miss