Business is a game of supply and demand.
You should always be focusing on creating demand for your products and services. Without demand, you’re out of business.
Ideally, your supply should never fully cover the demand side, either. You should want to have a waiting list to work with you. Your products should be somewhat limited—especially at the high end.
Keeping your demand higher than your supply allows you to continue charging a premium. It’s one of the reasons I like operating under my own name and not as an agency or consultancy. I get to keep myself scarce. I am scarce.
But scarcity doesn’t create value in and of itself. Demand does. Scarcity is simply a lever that allows you to charge a premium on the demand you create.
Focus on demand and keep yourself scarce enough to charge a premium for your work.