#448: Our job as marketers to help people make decisions, even life-changing ones. Creating scarcity and urgency ("scurgency," as I once heard someone put it) is the name of the game.

Why is scarcity so necessary and what can it do for us? What's the psychology of selling, how do you set deadlines in a genuine way, and how do you help someone commit to life-changing action? Jack Born, today's guest, has the answers to those questions and more, plus a story about kitesurfing that perfectly illustrates the power of deadlines