Overview
Democratizing luxury or high-end products can open up massive markets. Tesla did this with electric cars, starting with expensive models but always aiming for mass-market affordability.
Company examples
- Warby Parker - Made designer eyewear more affordable through direct-to-consumer model
- Dollar Shave Club - Offered cheaper razor subscriptions vs. premium brands
- Rent the Runway - Made designer fashion accessible through rental model
Questions to consider
- - What luxury goods or services have mass market potential if made more affordable?
- - How could new technology or business models dramatically reduce costs in an industry?
How to cite
Faster Than Normal. “Take something expensive and only accessible to rich people and make it accessible to everyone else Framework.” fasterthannormal.co/business-frameworks/take-something-expensive-and-only-accessible-to-rich-people-and-make-it-accessible-to-everyone-else. Accessed 2026.