Dr. Mindy Weinstein

Because that's always been something that, you know, I was thinking about.

and realized really quickly that scarcity out of all the different factors that motivate us, that one is the most powerful.

And yes, like you said, it wasn't from studies.

I mean, studies have been going on for decades on scarcity, but there is a bit of a disconnect in the information that's like in the academic journals versus like what's out there in the mainstream.

And

And I think that happens though with a lot of different topics.

There's the academic world, but then it's not always translated to what does that mean for us in business?

And that is one of the many reasons why I wanted to write this book.

So if you don't mind, I'll even get into some like what my trigger was to actually like put this whole book together that I had been studying.

So I'd been working on my dissertation.

I had finished my dissertation.

I was in the process like of defending it when COVID hit.

And I remember at the time, like thinking, oh, my gosh, I'm like watching all of this stuff that I've been studying for years play out like with toilet paper, like of all the things like, you know, I would not have anticipated that with my studies and research.

Yeah, you know, so when I said playing out, basically, like with the toilet paper and the craze with that, what was happening from a psychological perspective is, well, there's a couple things.

One, when something starts to feel like it's a high demand, and there's a risk that we can't get it.

That does cause a reaction in us.

And that's something that's actually innate in us.

And it's something that even our early ancestors, you know, they were trying to survive when resources were scarce.

You think about empires and governments over the years, the ones who had control, it's because they controlled water and they controlled food.

So they were able to control that.