Demand for anything is always greater when supply is limited. People want what they can’t have, and so scarcity creates value. Scarcity is not just about managing the availability of resources and limiting supply—it can be the foundation of a successful business model. When Howard Schultz expanded Starbucks, he knew that it was the feeling…

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How many store loyalty cards do you have in your wallet? How many more will you be offered this week? Do you still carry a wallet? We’ve tried to turn customer loyalty into a data-driven science. A game of, if we do this, customers will do that. In our desire for something to measure, or…

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In the 1950s and 60s when my parents were entering the workforce they created value by working with their hands in an Industrial Economy. Workers manufactured and moved things that would be consumed. In the era of the Information Economy, we began using our heads to produce value. We learned to use computers to design,…

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