Strong foundations make strong businesses

Scarcity often brings a sense of protectionism. This is mine, my precious! This mindset can be found time and time again within a variety of businesses.

When starting to build your business you should try to make something that will appeal to a small audience. The more niche your product or offering the more connection it allows. The scarcity tactics don’t work well in this situation as you’re often in a market that encourages a sense of community or a sense of belonging. These communities often embrace the competition as it’s only adding to the message, not detracting.

By focusing on the smaller segment it’ll allow you to grow and become the large fish in a small pond, this will allow, in time a transition to another pond, where you may not be as large but have a keen sense of what works for you.