If you can offer a scarce and coveted product or service that others cannot, you win.
What is it that is both scarce and in demand?
Things that are difficult: difficult to conceive, to convey, to make. Sometimes difficult even, at first, to sell, maybe an unpopular idea or a product that is ahead of its time.
Running a complex factory is no longer particularly difficult. There are people across the world able to do it more cheaply than you.
Starting a political party and getting into parliament is no longer difficult, there are all sorts of people in parliament.
Being on TV is no longer difficult, there are people with wooden pic who think they can sing.
Getting a product made and delivering to the customer’s door? Not so difficult.
Charging a product at a lower price is not difficult and does not create scarcity.
Raising money? Not difficult.
Almost everything they teach in business school is easy to do. The barrier to entry is the high cost to get that degree.
It is easy to do the options pricing model. It is easy to analyze a spreadsheet, too.
Providing audit services is not difficult. Neither is running a high-traffic website. Amazon will do it for you cheaply. Technology has made most of these services easier.
Even complicated computer graphics effects are not particularly difficult, you can make a bad werewolf movie cheaper and more easily than ever before.
With a lack of difficulty comes more choice, more variation, and, yes, lower prices (lower margins, too).
Charging a lower price for something that everyone offers is no longer a winning strategy, anyone can charge lower prices.
The only refuge to win, is to do the difficult work.
Your only alternative is to create something scarce, something valuable, something that people will pay more for. If you can offer a scarce and coveted good or service that others cannot, you win.
What is scarce and difficult about your business that others cannot replicate easily.
Anything that is scare or difficult to find, tends to be worthy.
Scarcity creates value.
What is it about your business that is scarce and can only be offered by you?
What is it about your radio show that is scarce and can only be found with you?
The more scarce and difficult to replicate, the more value.
Create scarcity in your business.