Tomorrow, a friend and I are making a four-hour drive to a mountain biking festival in eastern Tennessee.

It'll be our fourth year making the trip.

Why would we do that?

Well…

Pretty much every major mountain biking brand is going to be there.

They’ve just resurfaced and groomed all the trails specifically for this festival, so they're in perfect condition.

And the whole mountain biking community from Tennessee and western North Carolina will be there.

It only happens once a year and is simply too good to miss.

But I was thinking ... if it happened more often, we might not feel the same pull.

It might not feel like it'd be worth waking up at 5am, driving 4 hours, riding all day, then driving 4 hours back home.

But because it only happens once a year, we're excited to make the trip, as are thousands of other likeminded folks.

Here's my point:

If you're struggling to gain traction with your product or service, the solution might be simpler than you think:

Create demand that consistently exceeds your supply.

Sometimes, creating this exclusivity is the key to delivering something truly amazing.