market value

This cracked me up especially since I recently discovered my bizarre love of sauerkraut...
making something seem more valuable and only limited to a few drives up the market value.


Marketing sauerkraut

The story goes that James Cook brought fermented german cabbage with him on a long voyage, an innovative way to combat scurvy.


He knew that getting his sailors to eat this strange and stinky food was going to be difficult, particularly since scurvy is a long-term problem, not something you want to try to solve after you get it.

His answer was based on recognizing the power of status roles and is widely applicable:

For the first two weeks of the journey, only the captain and the officers were allowed to eat sauerkraut.

Demand creation through status roles has a long history, apparently.

via {seth godin}