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Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

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Chapter 8. Abundance versus Scarcity

THE OLD SCARCITY PARADIGM

We've always heard that the pie is finite. If you win, someone else has to lose. There's not enough to go around. If you believe this, you're forced to spend lots of time and energy competing, striving to win, and defeating others.

But the whole premise of this book is that it's simply not true. There is enough to go around. Perhaps the distribution system needs some readjustment, but the pie keeps expanding. The eighteenth-century economist Malthus was wrong; the world produces enough for its growing population. And businesses can thrive and prosper without trying to drive their competitors out of business.

THE PROSPERITY CONSCIOUSNESS PARADIGM—AND ITS PROBLEMS

Some years ago, it seemed that all the buzz was about prosperity consciousness—about the idea that if you tapped into the right vein of the universe, you would be prosperous. Of course, with the stock market on a rapid-fire growth curve at the time, prosperity seemed to be very easy to achieve. Then the stock market tanked, and all of a sudden nobody was talking about prosperity consciousness—they were too busy surviving.

For marketing heretics like us, the idea never held much water in the first place. While neither of us is opposed to having material wealth, we recognize that money is not an end in itself, but a means. We use money to trade for purchases that make our life or the world better. The ability to trade for other things gives money value; without that ...

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