How purpose-driven proximity yields greater results
There’s a familiar playbook in tech: go big, open the gates, capture as many users as possible. And if growth stalls? Open wider.
But not everyone plays by that rule.
In 2014, OnePlus launched its first smartphone to the public, with a catch. You couldn’t buy one unless you were invited. It wasn’t a gimmick. It was a signal. If you were in, you were early.
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Sharene Lee