Why Your Best Ideas Might Need a Waiting List

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Imagine you’re launching a new initiative at work. Your instinct might be to make it as accessible as possible—open to everyone, easy to join, readily available. But what if that’s exactly why it might fail?

During a recent talk about innovation, Simon shared a fascinating story about launching a millennial training program at a large company. Instead of making it widely available, they did something unexpected: the company made people apply for it.

“They said, ‘We only have a hundred spaces, and they have to apply to be a part of it,'” Simon recalls. The result? Not just full enrollment, but something far more valuable: organic demand that spread like wildfire across the organization.

The Power of Purposeful Barriers

Here’s what happened next: “About two weeks later, my sponsor at the company calls me up furious,” says Simon. “He says, ‘I’m getting calls from across the country from all these managers screaming and yelling at me, demanding why their people aren’t invited into this thing.'”

No marketing. No PR. Just genuine demand created by making something slightly out of reach.

Why This Works

The psychology behind this approach ties into what Simon calls the Law of Diffusion of Innovations. Here’s the breakdown:

  1. 2.5% of any population are innovators
  2. 12.5% are early adopters
  3. The rest need more convincing

“The way you talk to early adopters is by starting with WHY,” Simon explains. “Talk about what you believe, not what you do.”

Putting It Into Practice

Want to launch your next initiative with built-in momentum? Here’s how:

  1. Start Small and Selective: Instead of trying to please everyone, create a pilot program with limited spots. Make it feel special—because it is.
  2. Make People Work for It: Create an application process. Ask for essays. Request recommendations. As Simon found, “We made the application process wasn’t easy. We read the actual essays and chose 100 people.”
  3. Focus on True Believers: Here’s the magic: when Simon asked these selected participants to volunteer extra time to help build the program—with no extra pay or promotion prospects—50 people raised their hands. Why? Because they believed in the vision.

The Counter-Intuitive Truth

“I built my entire brand with zero marketing budget and no public relations,” Simon reveals. “It’s because I made a decision that I was going to focus only on early adopters.”

This approach works because it:

  1. Creates natural scarcity
  2. Builds organic excitement
  3. Attracts committed participants
  4. Generates word-of-mouth buzz
  5. Establishes genuine value

Making It Work for You

Next time you’re launching something new:

  1. Resist the urge to make it immediately available to everyone
  2. Create thoughtful barriers to entry
  3. Focus on finding your true believers first
  4. Let their enthusiasm create natural demand

Remember: Sometimes the best way to make something spread is to make it slightly harder to reach. As Simon’s experience shows, the right people will not only find their way in—they’ll bring others with them.

For more insights on launching new initiatives and building organic momentum, check out Simon’s full collection of leadership lessons in The Optimism Library.

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The Optimism Library

Certified WHY Coach Program Framework

Learn the exact process Simon Sinek uses to help people discover their WHY and guide them to inspire others.

What You’ll Learn

By the end of the program, you’ll be able to:

  • Explain The Golden Circle and its components — WHY, HOWs, and WHATs
  • Guide someone through a WHY Discovery process that leads to a resonant WHY statement and actionable HOWs
  • Help people use their Golden Circle to make better decisions and create positive change in their careers and lives

You’ll also develop essential human skills you can use every day:

  • Building trust
  • Listening to understand
  • Asking better questions
  • Handling emotional conversations with care

How You’ll Learn

The program includes four structured units combining independent learning, live training, and practice:

Day 1 – The Foundation

  • Get to know The Golden Circle 
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  • Learn what a WHY Discovery is, how it works, and what the benefits are

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  • Hone the human skills to guide someone through a WHY Discovery:
    • Creating psychological safety
    • Asking effective questions
    • Engaging in active listening

Day 3 – The Process in Practice

  • Learn notetaking strategies that will help you facilitate a WHY Discovery session
  • Develop the analytic and collaborative skills you need to help someone identify and articulate their WHY and HOWs

Day 4 – The Golden Circle in Action

  • Apply everything you’ve learned to facilitate a full WHY Discovery
  • Learn how to wrap up a session
  • Prepare for your next steps to becoming a Certified WHY Coach

Program Details

Format: 4 live classes + independent learning + group practice

Duration: ~ 8-10  hours per unit (including independent learning and live classes) plus ~5 hours to complete the final exam

Certification Requirements:

  • Complete independent work
  • Attend and participate in all live sessions 
  • Pass a final exam and performance assessment

Your Support Team

  • Regular updates and reminders
  • Opportunities to ask questions
  • Personalized feedback from master trainers
  • Ongoing support through your final evaluation

Program and Participation Terms and Conditions

Our mission is to create a supportive learning environment where we grow together to help others. By joining, you agree to show up in service to one another.

Professional Expectations

  • Attend and participate in ALL live classes in their entirety.
  • Complete ALL assigned online coursework.
  • Must be fluent in English.
  • Show up to live classes, community spaces, and group work with respect, kindness, and gratitude.
  • Support your fellow participants with a service mindset.
  • Keep all personal stories shared during the WHY Discovery process confidential.
  • Approach the WHY Discovery journey with empathy, integrity, and care for those you serve.

Participant Cancellation and Transfer Policy

  • Cancel up to 10 days before your cohort start date: Full refund.
  • Cancel less than 10 days before: We’re unable to offer a refund at this stage.
  • Transfer up to 7 days before: You may transfer your spot to another participant for a $200 (USD) fee.

Recording and Photography

  • Participants may not record or screenshot sessions.
  • The Company will record sessions and make them available internally for 30 days.
  • By joining, you understand you may appear on screen and agree that recordings and photos may be used by the Company for program or marketing purposes.

If you prefer not to be included, please contact the team before the first session at [email protected].

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Curiosity is essential
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A spark is something quite small and, by itself, not very powerful. But a spark has the ability to ignite. An idea is like a spark; alone it is just a set of words, but it too can ignite. A great idea can inspire others to dream bigger. Let us all work together to ignite something greater than ourselves.

Let us all be a Spark of Optimism.