Dr. Mindy Weinstein

agency and I can't speak to how well this agency is done it's just a really interesting approach but they are based in the Netherlands and if you go to their website it actually says that you have to fill out like it's just a form like you have to fill out the form to even like have them reach out to you but then it also made it clear on there that

most of the people they work with were invited to fill out that form.

And it, when I, and again, I can't speak to it.

I don't know how they're doing, but I did, you know, kind of laugh.

Cause like it feels really, yeah, exclusive and you want to be part of that.

And so we want to feel special.

And that's like what you're talking about, the apply, you know, having the apply to be part of this.

So they're the little things.

And that's what I really find fascinating about scarcity is because it is so multi-layered and there's so many different things that we just don't realize that that's the principle at work.

That's either like helping us get more customers or clients.

We don't even realize that we're applying it maybe even by accident or that if we just change wording a little bit in an honest way, it brings people in or even some of the decisions that we make that it's

Only having 72 hours to get that job, you know, offer over to the person you want to hire.

But it's a big driver.

What actually, and I did talk about this a little bit, what really got me to thinking like, oh my gosh, this is huge, was just the amount of just MRI scans that were done.

And that was just a huge thing because, I mean, all research I think is, you know, or a lot of research is really great.

But, you know, sometimes you wonder when you're reading like, oh, this participant filled out this questionnaire.

You know, I mean, again, I'm not talking bad about any type of research, but when you actually see that like,

this is how the brain is getting activated.

It's just like, whoa, like this is just insane and interesting.

And so that to me was what was like, okay, wow.