Parallel of commodity trading and airplane prices: tickets are essentially commodity but the pangs of shortage make them fantastically unique.

To have a good time selling commodities, sell it to those who have it in shortage.

That way you can sell a story too.

Ability to find and target shortages and people having those shortages helps you create brands even in commodities.

That way if someone is unable to fly to their sister’s wedding, even a plane ticket becomes an opportunity to attend a once-in-a-lifetime event.

The shortage is what gives you the ability to create stories

And stories that are rooted in reality that they believe inherently.

Without a shortage, nobody cares about your commodity. They can buy it from anyone.

It’s the absence of anyone else that makes a commodity special.

And by commodity I mean something that is replicable.

Software is now a commodity. So to create a brand in software, you have to have the ability to target people who have shortage of the output of your software.

Instead of “cookie cutter website builder,” what you’re making is “a headache-free face of your brand online.”

In brick shortage, the commodity becomes the key to your dream house, the only thing to make your dream possible.

To communicate commodities, you don’t talk about them.

You talk about what could be because of them and what could not be.

People don’t lack website builders.

They lack the time, attention, clarity, and consistency to maintain the digital face of their business.

So the real sale isn’t “a website builder.”

It’s “your brand looks clean, consistent, and headache-free without you needing to think.”

This is a secondary or concurrent lack.

The commodity (software) becomes the path to the thing they actually feel short on (competence, time, reliability, perception).

Shortage → story → brand.

Or more precisely: Shortage → Lack → Commodity → Achieved

Dissolve and melt the commodity in the dreams it makes happen and disasters it avoids.