Ep.548 Prohibition Made Alcohol Harder to Buy—and More Desirable

Most businesses try to remove every obstacle between the customer and the sale. But when access becomes too easy, a premium offer can start to feel ordinary. During Prohibition, alcohol did not disappear. It moved underground into hidden speakeasies where customers searched for secret entrances, whispered passwords, and accepted real risk just to get inside. The difficulty became part of the experience, transforming an everyday product into something exclusive and highly desirable. In today’s episode, we break down why intentional friction can strengthen prestige, filter out the wrong buyers, and make access to your offer feel valuable before the transaction even begins.

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