So, you’ve backed into your magic number of feasible engagements.

The low number probably surprised you.

And now you’re re-orienting to recognize yourself as the scarce resource you are.

Now you can be selective about who gets past the velvet rope and ushered to one of your coveted slots.

​

But wait, capacity is just one piece of the scarcity puzzle.

You can’t just slash your calendar and expect people to stand in line for you.

​

Ask any restaurant on OpenTable—if they artificially halve their available tables, hungry diners may not wait until the next available day; they'll just find somewhere else to eat…

And the restaurant would simply be left with half a day’s revenue.

​

To be truly scarce and enjoy the benefits of it, you have to pair limited capacity with…

Singularity.

​

For a restaurant, singularity could come from:

• A signature dish
• A spectacular view or ambience
• Perhaps even a renowned celebrity chef

​

For a consultant, singularity is built from:

• Highlighting the unique aspects of your experience
• Demonstrating the relevance of your specific insights to their urgent context
• Even better, structuring those insights into original frameworks and other intellectual property that establish you as a central piece of the solution

​

In short, position yourself and your offer as truly un-substitutable.

​

Or to use that wise woman’s words again, make it impossible for your prospect to say:

“Never mind, I’ll find, someone like you.”

💡

-Wes