by: Stephanie Gonzalez, CEO & Managing Partner photo by: Stephanie Ringleb Photography My 12-year old son rarely asks for “things.” Generally speaking, he appreciates and is satisfied with what he currently has. Recently, he asked me to take him shoe shopping. He took the time to research and found three different shoe stores that he wanted to visit. I did not ask very many questions. When your son who doesn’t ask for much – and, oh by the way, also happens to be a responsible, respectful and kind human being – you say “okay” and jump in the car. We landed at two, of the three, stores he researched. The first store we went to did not have what he was looking for. The second store had all of what he was looking for! Nike, Jordan’s, and Air Force One’s were what he wanted and the walls of the small store were covered in them. The store was different than your typical retail boutique. You could feel it right as you walked through the front door. The walls were covered with shoes from floor to ceiling, in pairs (unlike most stores that leave one shoe of the pair for a floor sample). There were no sample shoes on display. All of the shoes were merchandised in pairs and all were available for purchase right off the rack. It felt more like a high-end flea market than a boutique. We found where the boys youth section was. Since I was funding this trip, I picked up a few different pair of shoes curious to know the price. I picked up pair after pair and they were pricey, to say the least. On the low end $180 and on the high end $1,800. Yep, you read that right. I had to keep my composure. Regardless of my pro-shopper status, I was stunned by the price of these kid shoes. I was moved to ask one of the sales people: “Uh…why are these shoes so much more expensive than your average boys shoe I can buy at Nordstrom or Foot Locker?" His reply: “All the shoes in this store are limited release, the manufacturers only make a small amount so they are in high demand.” We briefly chatted about the changing dynamics with retail, fashion, and manufacturing. I was fascinated. Look around, there is an evolutionary development with commodities. This is affecting all major aspects of our home and business. Big-box brands are fighting to not be marginalized. The great news is that this shift leaves an open space for innovators and creators who own small businesses to redefine their value and capture more market share. The desire for “limited edition” is all around us. Take food, wine, clothing, shoes, and accessories that are produced in small or large quantities and think about the correlating price tag. Consider stocks, bonds, NFTs, art, and homes. If something is created, produced, manufactured, and offered in limited supply the price will be reflected. Anything that is viewed as unique can command a higher price tag because perceived value is achieved. You have an opportunity to apply this to life, love, and business. Mass production will always be necessary for everyday common needs. Yet, mass production is not what sets the world on fire. Know your value. Define (or redefine) your value and don’t be shy about putting a spotlight on it. Less can be more; and, more can be reconceived as a rarity that is within you, or within something you offer. Design your business to be rare, unique and specialized and it will be sought after. Become your own limited release.