Resources are not just money or material things. For example: women who already have everything money can buy may value something else, such as excitement, novelty, status, attention, mystery, etc.
People value most what they lack. A resource is anything the customer sees as scarce. That is why THE CUSTOMER IS ALWAYS RIGHT in their personal economy.
When one need is filled, demand moves to another. Find the scarcity, supply it, and you control the exchange.