Scarcity

Would a defined six-pack be as sought after if everyone was ripped? Would we will still kill ourselves to make a buck if everyone was supplied for and wealthy? Would margin still be something we worked for if we had as much time as we needed?

No. Why?

Because everyone doesn’t have a six-pack, we’re not all wealthy, and we never have enough time.

When there’s enough for everyone it’s not important to me because I’ll eventually get some. But hold the last of something up and I want it. Not only do I want it, but I’ll fight to get it.

Scarcity determines demand. Scarcity is what drives our attention.