I Want What You Have

     In Gone With the Wind, Scarlett O'Hara tries relentlessly to win Ashley Wilkes' heart. Scarlett could have had any man she wanted, but she only desired the man who she could never have. Have you ever thought about how the "Scarlett O'Hara" mentality follows us into the marketplace? For example, LL Bean's famous Bean Boots. They are crafted in Maine by hand. Every winter, these boots are on back order for months. If LL Bean desired they could make enough of these boots to shoe every person in America and their dog; however, they use the limited supply to make consumers feel like they are buying something special. When companies do this they are able to sell their products for a higher price with less effort.