18th-century potter became the world’s first tycoon

Recognizing new marketing value, Josiah placed ads in local papers advertising his pottery as “Queensware.” “Once the world was out that a limited number of new vases were available to the privileged,” writes Dolan, “the price would simply reflect the idea that only people of status had real taste”

It was a brand new principle of marketing: “Deny the majority the ability to purchase art, then use their lack of means as inadequate taste.” The rise of Josiah’s business fortuitously coincided with the Industrial Revolution: Machines were changing the nature of work, including pottery.

Source: thehustle.co