When products are everywhere, people stop desiring them. Abundance reduces value.
Take real estate: a developer who says “we have 2,000 plots available” creates no urgency. Buyers relax. They think, “I’ll get back to you.” But if that same developer says, “only 10 plots left at this price,” the story changes. Suddenly, hesitation becomes costly.
The psychology is simple: what’s rare feels valuable. What’s everywhere feels cheap. If you want your product to be desired, don’t drown it in abundance. Frame it as scarce.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).