Here’s an interesting fact for you: the purpose of gasoline rationing during the Second World War was not to conserve gas, but to conserve TIRES. The primary source for natural rubber at the time was Southeast Asia, much of which was under Japanese control.
“So?”
So…if supply is scarce and you can’t control production…then the only alternative is to control demand. If you try to restrict the supply further (there are no tires, so we’re going to limit the number of tires you can buy), then you’re simply going to create a run on the market…if not a black market itself. You need look no further than the Sam’s Club/Costco rice fiasco just weeks ago for proof.
Rationing gas was a brilliant tactic. At worst, you create a run on gas. Gas prices rise…making people less likely to drive due to the increased expense. At best, people feel patriotic and limit the amount of gas they consume…and drive less, accordingly. Either way, there’s less wear on the tires.
Right now, chances are your expenses are on the rise. Maybe it’s the gas prices. Maybe it’s corn or rice. You could raise prices to stay afloat…justifying the supply. Or you could find a way to reduce the demand, offering an alternative instead. That way you’re passing the savings onto your customers AND you’re no longer competing head-to-head with others over who can survive with the lowest possible profit margin.
The cost of rice affecting your sushi bar? You could absorb or pass on the cost. Or you could offer an true “Japanese Sushi Salad” as a new, authentic experience for sushi lovers. The price of gas cutting into your lawncare business? Invest in new electric equipment that doesn’t require gas and offer clients a discount if they’ll let you “plug and play” instead of making a trip to the pump (plus, they’re usually quieter and more eco friendly).
Playing by the rules is silly if the rules no longer make providing a valuable service profitable. If supply is scarce and you can’t affect production, circumvent it by killing the demand instead.
