The Producer Manual

How we run drops: honour the past, build demand before we add supply, build something for everyone, and let the marketing tell itself.

Start with Chapter 1: your job is growth, and the data comes first. Chapter 2 is the whole drop in one picture. The rest each take one part of it deeper.

1. 1
   Your job is growthData first: the number you move, the collectors you move it for, and how you know it worked.
2. 2
   The arc of a dropHonour the past, open the doors, show the build-up, drop day, what's next. Includes the dominoes.
3. 3
   One story at a timeWhat a drop really sells, and the story every Moment and pin carries.
4. 4
   Something for everyoneThe five kinds of collectors, what they spend, and knowing your top collectors.
5. 5
   Reach every collectorSeeding the story, word of mouth, and a message-by-message plan that adapts to what each collector does.
6. 6
   Keep the top scarce. Keep the bottom open.The product ladder, pack tiers that sell out in cascade, and never discounting.
7. 7
   Access is earned: a place in line, not a promiseWhat each lock earns, what each stage guarantees, and why spending never buys status.
8. 8
   Nobody hits a dead endEvery pull counts, everyone who misses has a next move, and completing a set pays.
9. 9
   Keep the dealOnce collectors start working toward something, its terms don't change.
10. 10
    The calendarMonthly drops, a quarterly tentpole, and daily chase and spotlight packs in between.
11. 11
    Running the dropOwners, rehearsals on staging, and the drop-day war room.
12. 12
    Weekly buyers is the scoreThe numbers that matter, and how to know the marketing worked.