“We ran out.”

A phrase with many interpretations. Supreme built a billion dollar brand on running out. But when the local supermarket runs out of strawberries, their brand suffers.

Does running out look like poor planning? Or does it look like exclusivity? People pay for rare items but look down upon incompetence.

Interestingly, it’s all a question of framing. Some restaurants promote a special “until its gone” and others toss it on the menu and have to tell customers all night that there’s no more left.

Since you have a choice, which would you rather be?