Case study: narrowing "all tech" to "phones only"
Category exclusivity = the range of competitors you must avoid. The wider the category, the more deals you lose.
A creator got a phone-brand deal with "exclusivity across all tech." That wording would block laptops, headphones, apps — a huge chunk of his income.
He countered: "Happy to be exclusive on smartphones. But 'all tech' is too broad — I'd need to keep working with laptop and audio brands."
The brand only cared about phones anyway. They narrowed it to smartphones, and he kept the rest of his pipeline open. The $1,400 fee stayed the same.
The lesson: you can negotiate how wide exclusivity is, not just how long.
Your move: shrink broad categories down to the brand's real competitor.
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Case study: narrowing "all tech" to "phones only"
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