Scarcity: The Veblen Engine

THE BRUTAL REALITY: ABUNDANCE KILLS DESIRE

If everyone can have it, nobody wants it. Abundance is a commodity. Scarcity is a status symbol.

The Conflict: Most businesses try to be "accessible." This is the path to low margins and being treated like a utility.

The Truth: High-value assets are defined by their unavailability. You must build a velvet rope around your product.

The Fix: Intentionally limit supply. Create deadlines. Make people "apply" to give you money.

1. LOSS AVERSION

Humans are twice as motivated to avoid a loss as they are to achieve a gain. Don't tell them what they will gain by buying. Tell them exactly what they are losing every second they wait.

2. EXCLUSIVITY AS ARMOR

People don't buy products; they buy a membership to an elite group. Make your product "Invite Only" during the growth phase. The harder it is to get, the more they will brag when they finally have it.

SMART WORDS

VEBLEN GOOD

A "Flex." A luxury item where demand increases as the price goes up because it serves as a signal of extreme wealth or status.

DEADLINE DYNAMICS

The "FOMO Curve." The psychological surge in conversion that happens in the final 10% of a time-limited offer.

ARTIFICIAL SCARCITY

The strategic decision to limit production or access to a product to maintain high price points and brand prestige.

TACTICAL DIRECTIVES

1. The Timer: Implement a countdown for a "limited-time" bonus on your checkout page. Make it real.

2. The Waitlist: If you have high demand, close your registration for 1 week. Use the "pressure" to launch a higher-priced tier.

3. The Application: Add a simple 3-question "Suitability Quiz" before users can see your pricing page.