Oft repeated theme to sell and create value - scarcity

Nation building via learning and being the best in business

Tycoon apology

Being scarce creates demand; discount tells you are commodity and that you are desperate.

The moment you discount, the more you appear desperate.  Walk away and be scarce and unavailable.

Create a waiting list.

Scarcity creates value.   Being desperate does not.  

So the jeweller instead of 70% discount was advised to close the store and allowed sales by invitation only  Thats scarcity.  

Being scarce makes you valuable