The September 2011 issue of Inc. magazine briefly highlights a company with a store on Newbury Street in Boston named Johnny Cupcakes. They’ve earned a place on the Inc. 5000 three years in a row and The Boston Globe named its founder one of the most innovative leaders in Massachusetts.
What some people don’t know is that they don’t have a single cupcake formally for sale in their stores. Take a look: Johnny Cupcakes.
Instead, they sell t-shirts. Some first time walk-ins to the store probably shout, “you tricked me – and if you people wanted to sell t-shirts you should have called it Johnny T-shirts”. But, apparently some buy a new t-shirt and satisfy their sugar craving elsewhere.
What’s worth talking about is how this company used “buzz and exclusivity” to launch themselves to success. (Source: Inc Magazine)
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