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CHAPTER 14

The Law of Scarcity

Get Anyone to Take Immediate Action

Without a sense of urgency, desire loses its value.

—JIM ROHN

You have seen the stories. You probably have experienced the tension. That Friday after Thanksgiving—Black Friday! People are not going to sleep because there is a limited supply and they need to make sure they are at the store in time to get the deal of a lifetime. We hear countless stories of fights, arguments, and people becoming hysterical in the lines waiting for the deals. Are these human beings? Do these people live with us in our communities? Sometimes I’m not so sure. When people feel that there is a limited ...

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