Scarcity is the drug we should crave. To be one of the few to have seen Jeff Buckley perform at the Bataclan in Paris or to own an early Banksy meant that you had something, an experience +. That feeling of discovery - the dopamine hit is unparalleled. I think we can all agree on that, whatever your vice; food, clothing, music, art, travel, or even furniture. 

 

If we can all agree that scarcity is one of the sexiest things on earth then why on earth do we continue to endlessly share our secrets and aim for abundance? What prevents us from keeping our secrets secret? 

 

Ourselves. 

 

And why? Because we allow the algorithms that control us tell us we shouldn't. Society has decided that ‘transparency’ applies to everything. Sharing is caring! Really?

The algorithms that aim to drive mass adoption have educated us to incessantly share. Overshare. 

 

Frequency is the key to success we are told and most believe. 

 

“Here's how I created the winning formula…." (you know these videos and we've all clicked on them)

 

Breath.

 

So you've trained for 20 years to become a chef. You've finally opened the restaurant you always dreamed of, and you're killing it, there are queues around the block. What should you do? 

 

 

Don't raise capital. Don't listen to the bankers telling you to open a chain. Don't create a franchise. Don't create a cookbook so I can butcher your dreams in the comfort of my home. Don't go online and create videos giving away your secrets. Keep them to yourself. Keep it secret. Keep it scarce. Who cares if it's elitist? Who gives a damn if people say that you could have a restaurant in every city. 

 

If you think people are tiring of what you offer, blow it up and start again. 

 

If you don't believe me think about it: 

 

 

Who is going to remember what you did if you tell everyone how to copy it? Who is going to think that what you're creating is special if you show everyone how easy is it to replicate? 

 

If you've got a great formula stick to it. There is no glamour in selling out and the idea that we should hero-worship people that have exited 5 times is ludicrous. 

 

This letter is in service to some of those keeping things seductive:

 

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This letter is brought to you by Pudding.

A digital news outlet that spends a lot of time explaining some of the most debated topics in society using visuals and data. I'm sure they don't share how they do what they do?

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🧁 = (cupcake) Treat brain – easy to consume

🦪 = (oyster) More challenging - not for everyone

 

🧁

In Rick Rubin's own words, he cannot play an instrument, and he doesn't mix music. He understands what makes for great music and can help artists accordingly. All instinct. All trust-based. No youtube tutorials. A super easy to read brilliantly inspiring book c/o Uncommon.

 

🦪

Not a light show. An intense first couple of episodes, but the direction, score, and effort have gone into this show to tell a story of Beyonce fandom in a very novel way. Donald Glover an original artist, with a cameo from Billie Eilish. 

 

🧁

I'm sure a lot of you know this band already, but for those not ‘in the know’ Sault is a British collective that understands the concept of scarcity better than any musician today. The band hasn't performed live, has turned down major label deals, and does everything it can to buck the trend. They are in a league of their own in so many levels.

 

🧁

A company producing some of the best-engineered products on earth, at a price point that won't break the bank. The ‘ear 2’ is the best wireless headphone on the market for the money. Are they scarce? Yes for now. 

 

🧁

Again, maybe not be new news to a lot of you. But MSCHF took everything we understood about ‘drop’ culture and zeitgeist and created a company that is the epitome of scarcity. That is so unpredictable it's addictive.

 

🧁

The brothers Grimm or rather husband and wife team have recently opened a London gallery. Russell Tovey has curated a small show that will be on in the space until 6th April. 

There is one piece in the show from artist Salman Toor. Mesmerising. I'd love a piece of his work but guess what? You can barely find it. 

 

PS: I haven't forgotten about sending my book out to you who responded. I will get round to it this week. Promise.

X