There’s a lot at play in the market.
I have plenty of friends wanting to sell books, sell movies, sell workout groups, sell music, and sell t-shirts out of the trunk of their cars.
Growing up it’s apparent that scarcity sells. Johnny Cupcakes profits when his inventory of limited time shirts is nearly empty. Airport restaurants succeed because food is scarce at the airport, so they can charge you more and sell just the same.
When someone has something you don’t, you want it.
What happens when someone has everything?
Scarcity still sells, but it’s an instant gratification transaction. What consumers are craving is…well… everything and forever.
Blockbuster circulating 20 DVDs of He’s just not that into you isn’t good enough, although scarce. (Which is why they’re no longer in business). Netflix arose and found a way to give people everything, right now, easy to digest, easy to share, easy to talk about and for as long as the consumer wanted.
It’s getting harder, I believe, to leverage scarcity.
There was a time when people wanted what others couldn’t have, now they want what everyone has. The market is transitioning from a selfish market to a generous one, a connected one.
I don’t just want to be able to watch everything, I want my closest friends to be able to watch everything too. (Thanks, Netflix three person login capability.)
When in doubt, favor subscriptions, packages, and boxes.
It is, after all, a connection economy. What can you give?
Stay Positive & Telling It Like It Is Since 2011
Thanks for reading along.
Photo credit
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