What does it really take to be oversubscribed—to have more demand than supply, on purpose? In this deep-dive with bestselling author and entrepreneur Daniel Priestley, we unpack the strategy behind creating demand-and-supply tension, building “with or without you” energy, and designing an official capacity that protects your customer experience (and your margins). We cover why great brands market before they launch, how to collect signals not sales (waitlists, applications, discussions) to manufacture demand ethically, and the four-phase cadence—planning, build-up, transparency, release—that turns interest into sold-out outcomes. Daniel breaks down niche vs luxury, pricing power (Rolex vs airlines), why “sold out” is a feature, not a bug, and how many businesses would earn more with fewer customers by focusing on the 10% who hold 60% of the spend.
You’ll hear real examples (Glastonbury registrations, Ferrari applications, CrossFit communities, Esther Perel’s premium positioning), plus practical math for working backwards from your ideal year to the conversations you need to create. We also hit mindset: redefining success across life stages, leading with integrity, and running campaigns a few times a year instead of marketing 24/7. If you want to launch better, price smarter, and create demand that lasts—this one’s for you.
About Daniel Priestley:
Daniel Priestley is an entrepreneur, investor, and bestselling author whose books—including Key Person of Influence, Oversubscribed, and 24 Assets—have shaped how founders position, price, and grow. As founder of Dent Global, he’s helped thousands of leaders build standout personal brands and oversubscribed products using clear, actionable frameworks for demand creation and sustainable scale.
About Brad Sugars
Internationally known as one of the most influential entrepreneurs, Brad Sugars is a bestselling author, keynote speaker, and the #1 business coach in the world. Over the course of his 30-year career as an entrepreneur, Brad has become the CEO of 9+ companies and is the owner of the multimillion-dollar franchise ActionCOACH®. As a husband and father of five, Brad is equally as passionate about his family as he is about business. That’s why, Brad is a strong advocate for building a business that works without you – so you can spend more time doing what really matters to you. Over the years of starting, scaling and selling many businesses, Brad has earned his fair share of scars. Being an entrepreneur is not an easy road. But if you can learn from those who have gone before you, it becomes a lot easier than going at it alone.
Please click here to learn more about Brad Sugars: https://bradsugars.com/
Learn the Fundamentals of Success for free:
The Big Success Starter: https://results.bradsugars.com/thebigsuccess-starter
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