Do you know a woman on the planet who wouldn’t get excited if she was handed this blue box?

I bet if a behavioral economist studied this they’d find that on a scale of one to ten, the excitement about the contents would rate lower than the elation experienced on receiving the box. The scarcity of the blue box is what creates the value Tiffany & Co. This works for your brand, business or idea too. Framing your scarcity enables you to demonstrate your value.

Understanding and acknowledging what’s rare or unique about what you do, or how and why you do it is the key.

Perhaps you make beautiful one off silk scarves? Maybe you only work with two design clients at a time? You might have the ability to stop people censoring their dreams? Or maybe you’re launching an event that sells to just 140 people? Can you build a website in a weekend, or an amazing iPhone app that’s scarce because everyone wants to try it?

Have you spent the best part of four years bringing about the dream of opening an Artisan Bakery that only opens for five hours and sells out of a tiny range every day?

Unless you’re making brass thumb tacks, there is an element of scarcity in what you do and how and why you do it, a combination of your story and your superpower.

Uncovering that and working out how to tell the world about it is your goal.

Image by Andrew Hoyer.