Customers Want Otherness.

Seth Godin wrote a terrific little post the other day about revenues increasing as you get closer to the "pain' of the consumer. What he's reframing, of course, is scarcity. In the absence of choice (or supply), price will rise. But there are many forms that scarcity can take.

The customer who has a scarcity of time will value convenience.

The customer who has a scarcity of expertise will value competence.

The customer who has a scarcity of style will value design flair.

The customer who has a scarcity of contacts will value network effects.

There are many ways to be different. It's all about otherness.