“we only have 500 spots available which made people want to take action faster when something's available so easily people don't want to buy it immediately so you need to add that incentive for people to go in and buy and also feel exclusive”

Waitlist-only 500-spot launch creates urgency without public promotion

Cleo was never publicly listed — buyers had to be on the waitlist. By capping access to 500 spots the product felt scarce and exclusive, collapsing the typical consideration window. This manufacturing of urgency drove immediate purchases from subscribers who had been nurtured for weeks.