"Be selective about whom you let past the velvet rope, limiting the 'filler' in favor of the hip, with just enough bankers to make a profit but not to make the crowd too square."

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Here's that "groundbreaking" study on Marquee you've undoubtedly been forwarded 100 times, conducting by some pioneering HBS grads (and one prof).
Marquee HBS Case [PDF]

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