# Creating Demand in Any Market

Page: https://stenobird.com/podcast/the-playbook-with-david-meltzer-500738/creating-demand-in-any-market
Text version: https://stenobird.com/podcast/the-playbook-with-david-meltzer-500738/creating-demand-in-any-market.md
Podcast: [The Playbook With David Meltzer](https://stenobird.com/podcast/the-playbook-with-david-meltzer-500738)
Published: 2026-06-14T07:00:00+00:00
Episode link: https://rss.art19.com/episodes/e78a1a14-eb0a-4227-aabd-997522651348.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
Audio file: https://rss.art19.com/episodes/e78a1a14-eb0a-4227-aabd-997522651348.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
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JSON: https://stenobird.com/v1/public/podcasts/the-playbook-with-david-meltzer-500738/episodes/creating-demand-in-any-market
Duration seconds: 720

## Resource

In today’s episode, I sit down with entrepreneur and collectibles pioneer Josh Luber, the co-founder of StockX, former Fanatics Collectibles executive, and founder of Ghostwrite. We discuss how he built multiple billion-dollar businesses by understanding the relationship between supply, demand, culture, and commerce. Josh shares why expertise and passion matter when building a company, how authentic scarcity differs from artificial scarcity, and what entrepreneurs can learn from markets ranging from sneakers and trading cards to luxury goods. We also explore the role of cultural relevance in creating demand, the lessons behind successful collectible brands, and how Ghostwrite applies proven marketplace principles to a new category. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .

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## Transcript

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