How did Clubhouse, Dribbble & Superhuman got the first set of users?

Spoiler alert - they did not do a public launch.

🎧 Clubhouse Created an invite only way to get access to the app.
✍🏻 Dribbble Allowed designers to create their profile only if they had an invite.
📧 Superhuman Created a waitlist to get access.
🥶 But why did they not do a public launch and allow everyone?

Single word - FOMO (Fear Of Missing Out)

🤯 How did they do it ?

1. Clubhouse Got the most influential people in startups world and the art world. The power users who can speak well and can attract the right communities.

2. Dribbble Got the top designers in micro design communities first. Similar logic to Clubhouse. It also topped up getting lot of users to visit these early adopter profiles, creating an aspiration loop among designers.

3. Superhuman Focused on getting the FOMO on inbox zero. Focused on only folks who value time and are influential (starting with startup world again).

🛠 How can you apply this to your product?
→ Figure out the core value prop your super early adopter will value & brag.
→ Brag is non negotiable. No paid marketing at this stage.
→ Focus on quality of folks coming in rather than quantity.
→ Lastly, allow them to display their exclusive access.

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