There are at least two ways to reach scarcity.
Being the best in a category pays off big time, the ones that are established already. The best athletes get way more financial rewards and fame than the others. The difference in market share between the most popular search engine and the 2nd most popular is nearly 90%.
One way to chase the best is to get into the competition and be faster, stronger, and better than anyone before you.
Another way to be the best is to create your own category and be the best in the change you seek to make.