When I was in college, beer drinkers craved Coors beer. Why? Because you could not get it. Not in Michigan. I knew people who drove to Colorado and back just to be the kings of cool when they rolled in with their cases of Coors. Later, when Coors expanded its distribution nationwide, it lost its cache. Why? Because anyone could get it. That taught me a valuable marketing lesson: The harder it is to buy something, the more people want it. There's a flip side to that: The more you ...

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