Why should they care? It’s a question we don’t like to ask, because we’re already doubtful. But in a world of infinite choice, nobody will notice or believe our value unless we frame our scarcity.

Framing our scarcity means we’re the only option for that one thing. We might make the best Grenache in the Great Southern, or the only beer made with yeast from a hipster’s pubes, share a unique approach, or make best bagels in the city.

We need to get specific about who we are and who we’re here for. Only then can we penetrate a crowded market and find the people who will value us.

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