There Is Only Value in Scarcity
The only marketing lesson you'll need to win 2026
A masterclass in being yourself and in business.
There’s this pressure to offer more, do more, be everywhere. But the things we actually value are usually specific. Gold is expensive because there isn’t much of it. Your favorite small brand sells out because they make limited runs. Specificity isn’t about withholding, it’s about being clear enough that people can actually find you.
Start by naming what you actually bring.
Maybe you’re the one explaining investing to other first-gen grads. Maybe your jewelry uses recycled silver from vintage stores. Whatever it is, whatever you’re doing, say it plainly. When everything looks the same online, the only thing that cuts through is a point of view.
Then
resist the urge to offer everything.
Too many options overwhelm people, they freeze up and choose nothing. Narrowing down to one or two core things isn’t selling yourself short. It’s deciding what you’re going to be excellent at. Think about curating your closet, fewer pieces, better quality, more wear.
Pricing is where this gets uncomfortable. Undercharging tells people your work is interchangeable. They’ll treat it that way. Pricing well isn’t about extracting maximum money, it’s about signaling that what you made is worth something. The people who get it will stay. The people hunting for the cheapest option were never your people anyway.
And don’t become a copy of something that already exists. Trends can spark ideas, but they shouldn’t replace your perspective. The internet rewards imitation short-term, but brands that feel like duplicates don’t last. Your specific combination of influences, culture, and interests is what makes your thing scarce.
One more piece, be consistent. Limited offerings only work if people can rely on you showing up. Restock on the same day each month. Post on the schedule you set. Consistency builds trust, and trust makes everything else work.
This isn’t about gatekeeping or being exclusive. It’s about focus. Name your thing, keep your menu tight, price with respect, and show up reliably. In a sea of everything, being specifically yourself is the strategy.