Lessons From Cannes: Lesson 4

Dear diary, 

Let’s talk about Raave by Aave, aka the party everyone in Cannes wanted to be at, whether they had a ticket or not.

Between the GPT riddles, the invite codes that vanished in seconds, and the velvet rope energy of the entire thing, it wasn’t just a party. It was a moment. A test. A challenge. A collective “who do you know?” in event form.

People queued. People begged. People respected the dress code.

In crypto.

That’s power.

Because this wasn’t about hosting an event, this was brand building through exclusivity, and it worked.

Here’s the thing about exclusivity: it makes everything hit harder.

When something’s hard to get into, it immediately feels more valuable. More coveted. More “you had to be there.”

That’s not an accident, that’s behavioral psychology.

It’s called scarcity bias, and we are all deeply susceptible to it.

When access is limited, perceived value spikes. People don’t want in because of what’s inside; they want in because not being in feels like they’re missing something.

And when it’s done right, exclusivity doesn’t just build hype. It builds status.

It makes entry feel like a reward. And rewards stick.

People remember how it felt to get in. Or not get in. Either way, they’re talking.

Now let’s be clear: exclusivity isn’t about being elitist.

It’s about being intentional.

You don’t have to throw a party with a GPT gatekeeper and a three-word dress code. But if you want people to care, give them a reason to lean in. To want it. To earn it. To chase it a little.

Because when people work for access, they value it more.

They show up differently.

They post about it.

They bring the energy.

And suddenly, your community isn’t just present; it’s proud.

Lesson four? Make space feel special.

Exclusivity builds identity. It sets the tone. It turns a night into lore.

So if your next campaign feels a little too easy to access, ask yourself:

• Would people queue for this?

• Would they brag about getting in?

• Would they screenshot the invite just to prove they were part of it?

If not,  maybe it’s time to lock the door and make them knock.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next lesson,

stay cookish. 🍪