My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
High Standards as Market Signal
Setting expectations and requirements high enough that some people self-select out, which actually increases desire among those who remain
Decision Rule
If everyone can easily meet your standards, you're not creating enough distinction or value perception
How It Works
Exclusivity creates perceived value. When people see others working hard to meet your standards, they assume the reward must be worth it. Self-selection also improves your customer or participant quality.
Failure Modes
Making standards arbitrarily high without real value behind them
Creating barriers that exclude your actual target market
Not communicating why the standards matter
Standards that are high but not clearly defined
Example Decision
“A fitness program requires participants to commit to 3 days per week with no exceptions, knowing some people will walk away, because those who stay will be more committed and successful.”