In my sales career, I have experienced the feeling of being ahead of my sales targets budget and also behind. For some reason, the feelings of “being behind” are much more stronger and impactful on my emotions. I don’t know why.

When I am ahead in my sales targets, I just feel the absence of stress and loss, instead of feeling like I am a champion.

Scarcity is a principle that refers to the idea that people place a higher value on things that are in short supply or becoming less available.

In "Pre-suasion" by Robert Cialdini, the author provides examples of how marketers utilize the scarcity principle to drive people's behavior. For example, he cites the use of limited-time offers, which create a sense of urgency for people to take action, and the use of phrases such as "limited stock available" to make people believe that a product is rare and valuable.

Another example is the use of waiting lists, which makes people believe that a product or service is in high demand and therefore more desirable. These are just a few examples of how the scarcity principle is used in marketing to influence people's behavior and decision-making.