# The Line Trick: Manufacture Hype Like It's Supreme

By Justin Novak · https://www.tminus.ventures/playbook/line-trick

Humans follow crowds. When people see a line outside your store, they assume something worth waiting for is happening. Perception is reality, so manufacture the line.

Just opened a storefront? Create the illusion of buzz by getting 20+ people to line up outside, like it's a drop from Supreme or [Half Evil](https://halfevilco.com) by Sam G.

(To be clear: brands like Half Evil don't pay people to wait in line, their cult-like following is very real. But if you're just starting out, you can simulate that momentum.)

## Why it works

Because humans follow crowds. When people see a line, they assume something worth waiting for is happening. Perception is reality.

It's theatrical. It's simple. And it works.