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“Any system of ethics must account for scarcity. If it doesn’t, humanity would perish due to misallocation of finite resources, including one’s own body.”
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Daniel Alexander Brackins
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“If somebody never gets enough of you, they will always want more”
―
Ashly Lorenzana
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I recently was asked to help a Brazilian design & brand consulting company expanding their business into the United State after they read my thoughts on Velocity in business (in particular my thoughts on the Velocity Zone).
It was a fascinating discussion in which I was, once again, reminded of the attitudinal differences between the United States and other countries.
While a Brazilian attitude with regard to how their work should come to life (a stronger attitude with regard to vividness & distinction) in this case it came down to abundance versus scarcity. I often found myself sitting back just thinking about how Brazil viewed the world thru a scarcity lens. It had a sense of urgency with regard to not just ‘use it or lose it’ but rather ‘if I don’t use it I will not survive.’ And that is where I gained my deepest insight – survival. In an abundant world survival may not be accepted as a fait accompli, but it certainly feels like it is more likely. In a scarcity world you almost feel like survival is a moment by moment aspect of life. This isn’t to suggest desperation but it does suggest two things:
- Enjoy the moments you have and maximize them (this comes to life in a business attitude of distinctness, boldness & distinction)
- Not fear of death but more aggressiveness in the moment to survive (this comes to life with grabbing what exists now rather than thinking something better may come along tomorrow)
Anyway.
It led to Velo. It’s a Portuguese spin on Velocity.
About Velo
We made up this word because, to us, its meaning is new. Velo is velocity with a Brazilian twist. Let’s call it the Portuguese version of Velocity.
We arrived at the term because we believe America business view is tainted by the concept of abundance – an abundance of opportunities, resources & money. It doesn’t mean all businesses actual have an abundance of money & resources just that in the back of their minds they believe America is abundant therefore attitudinally they don’t approach things through a scarcity lens. This affects decision making, strategic approaches, brand positioning and messaging, design , messaging and even budget allocation.
Abundance versus scarcity attitude
In an abundant world options are limitless, in other words, miss an opportunity and another will arise.
Let’s call this a “limitless supply of water” attitude. Water is abundant so when presented with a glass of it unless I’m desperately thirsty it’s just a glass of water. In a scarcity world a glass of water can mean life or death.
Now. In America we talk scarcity, but think abundance. This ‘abundance of options’ attitude affects not only our general attitude but also behavioral decisions – business decisions. We sift thru options with a slight lack of urgency. In Brazil one cannot simply talk scarcity but act upon it to insure you get your glass of water. Options are limited and you maximize the ones you do have.
We think of velocity in the same terms. Velocity is a scarce resource and demands a versatile view of communications, design, branding combined with a bold view on crafting a distinctive idea & brand. Velocity falters under an abundance attitude and can quickly become just speed – hamsters on a wheel in an abundant world. Velocity thrives within a scarcity attitude by assembling minimal viable teams with minimal viable products utilizing minimal viable assets & resources applying communications principles & thinking to maximize opportunities as scarce moments in time. That’s a mouthful but suffice it to say Velocity thrives in a minimalist view.
Comunicação and scarcity
Comunicação is a little different than America communication. It’s a little bit bolder and distinct (remember, resources, including time & money are viewed as scarce therefore need to be maximized). The design has more vividness. The strategy is a little more bold. The branding is more distinct. The communications have a little more edge. Generally speaking the ideas are treated as a scarce resource not to be wasted with ‘safe’ thinking & doing, but rather vivid thinking that demands people pay attention.
Criatividade and scarcity
Criatividade is a little different than American creativity. In a scarcity world everyone is expected to be creative (remember, resources are scare therefore need to be maximized) therefore creativity comes to life from unexpected places in unexpected ways. There are no thinkers and doers in a scarcity Criatividade world, just doers who think & thinkers who do – all the time. Creativity is only abundant if you maximize the scarce resources at hand.
In an abundant world options seem limitless and discussion can actually be infinite all of which just ends with a less creative ‘safer’ solution. In a scarcity driven world options are treated as limited so discussion is finite with bolder, more vivid, creative solutions.
Think: Value on the Move
The essence of Velo is enabling value transactions to happen as effectively and efficiently as possible. By treating the world thru a scarcity lens we maximize time, resources, minds & skills to generate brand velocity.




That world takes on the same characteristics of any traditional civilization and culture. Ethics, values, norms, dreams, despairs and hopes.



because, uhm, there is some conflict <note: I made up the 98.2% but you get the point>.
A lot of people push back on the “conflict” part. Here’s the basic idea. The more someone understands <or is less ignorant> the more respectful the “conflict” will be. Conflict can be debate, discussion or simply when two people have different points of view on things. It’s the basic thesis being challenged, navigating a crisis <the conflict>, antithesis all ultimately arriving at some synthesis. Its not a novel idea nor a contentious idea. But it IS an idea which empowers a business. Unfortunately, it is also an idea which many people suggest creates negativity.
the debate.



This is the kind of stuff not for the faint of heart.



I wish I had found this book earlier in my life. On the other hand, I may not have understood it earlier. Kissinger writes about diplomacy, but he is really discussing problem solving. He gave me one thing:
can be put together in ways that make you feel something inside, but all the rules of ‘effective and proper’ poetry drove me nuts. It was so constricting for something that should be so free. And then I came across Dylan Thomas’ “do not go gentle.” Whew. I found my anthem. Some call it ‘bull in a china shop living’ I simply point to ‘do not go gentle into the good night.’ It isn’t about dying it is about living. 

economic theory.



toward how we could improve ourselves in the future while doing things in the present that will inevitably confuse people around us, most likely have a number of people be hesitant to accept whatever changes we are attempting to sincerely attempt and ultimately make us unhappy, in some form or fashion, with ourselves in the present.




‘slowing down.’ We do that because we have convinced ourselves that not only is the world moving at a faster pace than ever before, but that we actually have to move really fast or we are not doing something right.
The reality is that within any given moment possibilities are finite.

