Contact Us

522: Going Beyond Market Scarcity

Post thumbnail

We like scarcity.

Owning something rare is cool. The tension to buy something that may not be available tomorrow can be a thrill. There’s something better, though:

  • Scarcity works by excluding many. Limited-run items designed to make you feel exclusive, and it’s designed to move product. Buy now or you’re out.
  • Inclusion works by including many. WhatsApp (like the Web) works well because everyone is on it. The more people who use it, the better the experience becomes.
  • What about using both? Something for your whole tribe to belong to, with limited-run items designed to celebrate the most passionate community members. Power in inclusivity, power in exclusivity.

If you’re trying to create exclusivity (or, worse, false-scarcity) consider what it could do for those you wish to serve by instead creating inclusivity. Then celebrate your champions: you need them as much as they need you.

Tip: Getting the messaging right for this sort of thing can be tricky. helps make it simple.


Adam’s Daily Post

Helping teams doing work that matters, do more of what matters.


Adam’s New Book

Marketing Isn’t About You: The 2 things that matter if you sell things that matter.

The Huffington Post Inc. Amazon
Podcasts TNW Barnes&Noble
The Huffington Post Inc. Amazon Barnes&Noble Podcasts TNW

My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters, for the betterment of your cause.

Post thumbnail

678: Getting What You Ordered

We get what we order. Sometimes we don’t order well, sometimes we don’t order specifically enough. Sometimes we’re not brave enough to send it back if it was genuinely wrong. But we always get what we order.

Post thumbnail

677: Anticomfort

Doing the right thing isn’t usually very comfortable.
It may not be comfortable, but there’s comfort to be found in the knowledge that you’re building a better future.

Post thumbnail

676: We Need You To Do It

Delegation and systemization is really important for growing teams. Those activities should help reveal what we need you to do more than anybody else.
What does your team need you – and only you – to do?
Do that today. We’re relying on you.

Post thumbnail

675: Mediocrity vs Creativity

Creativity might not work.
Social media posts that routinely share awards and team members favorite coffee won’t get you any attention. Nobody cares. But it’s safe and easy. You can pay anybody to make these.

You are creating what matters.

So how can we help you
sell it better & make more impact?

Built For Impact

BuiltForImpact Websites

by Fairhead Creative

BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.


Mosaic Marketing Optimization

by Fairhead Creative

Mosaic is a marketing optmization platform to give you specific actionable ROI-calculated recommendations rather than just data.



by Fairhead Media

DifferenceMakr is an upcoming preeminent resource for those who want to make a difference.

Marketing Review

Insights & Creative Marketing Review

by Fairhead Creative

Sharing our journey to discover how to create & quantify the most impactful, long-lasting websites in the world.