Dealing with Abundance

Dealing with scarcity is easy by nature. The only problem is that scarcity is hard to find and even harder to create these days because it’s ever easier to find substitutes. And yet when dealing with abundance most marketers ask “How can we pretend this abundance to be a scarcity (as it was 20 years ago, so we don’t need to rebuild our systems)?” or “How can we (artificifially) make it scarce?”, ignoring the fact the today’s abundance is a sunk cost. The question to ask is “What do we do with the even bigger abundance we’re facing tomorrow?”


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