By the Ocean
Breezy 74 Degrees
5:29 a.m.
Humans want what they cannot have. They tend NOT to want what is easily accessible.
As far as I can tell, this is natural law. I don’t know why it’s so, I just know it is.
What does this mean for an expert building a business in 2025?
It means the same thing it did for an expert building a business in 1925 and 1825.
Humans have not changed.
You can get annoyed by human nature, you can fight it, you can wish it was another way, but you will be disappointed.
You can either build your business according to what you think SHOULD be the way the world works (I do this all the time) or you can build your business according to the way the world actually does work (probably smart!).
Now I’m here for a purpose that’s a little different than many. I’m here to BRING the new. The possible responses to a purpose like that range from getting stones thrown at you for being “crazy” to being called a genius and everything in between. So I’m used to pushing against the “way things work” because I know they can work differently.
Until that shift happens, it makes sense to understand the power of scarcity and the many ways you can use it.
Scarcity is not a gimmick, it is a tool we can use to power our mission within the context of the quirky nature of humans.
The more real scarcity that exists in the structure of your business, the easier it will be for prospects to make decisions.
Scarcity doesn’t need to be cheesy. It doesn’t need to lead you to stupid tactics (or outright lies) like you see the gurus doing. It can be simple, classy, powerful. The simplest way is to use scarcity at the level of STRUCTURE not TACTIC.
Let’s take phone appointments. If you offer phone appointments every day of the week for prospects and clients, you can introduce INSTANT and REAL scarcity simply by offering calls on two days per week. “Do you want to speak Tuesday or Thursday?” No slime. No manipulation. Just a shift in STRUCTURE that generates a different level of attraction.
I’m making my own self more “scarce” right now. Through May 31, my Advisory Program is open to business owners at $997 per month. On June 1, that will be exchanged for an offering of coaching in 3 or even 6 months blocks. I’m raising the bar, introducing more real scarcity, because I’m less tolerant of people who aren’t serious and committed. I don’t want money from someone who isn’t going to SHOW UP over the long term.
In the 3D Matrix world, you tend NOT to become more valuable by being more accessible, you tend to become less valuable.
I didn’t make humans this way, but I know that’s how they function.
So use that understanding or have it used against you.
Look at each part of the structure of your business. How you get attention, how you nurture relationships, how you sell what you have, what happens AFTER the sale.
Ask yourself, “where is the scarcity here? Am I structuring this right for maximum attraction to what I have?”
If you have real value to deliver to the world, this is the work we do to help more people, more deeply, more often.