Supply and DemandThe
market system is driven by supply and demand. Take beer again. Let's
say people want more beer, meaning the demand for beer is high. This
demand means you can charge more for beer, so you can make more money on
average by changing wheat into beer than grounding that same wheat into
flour. More people start making beer and, after a few production
cycles, there is so much beer on the market that prices plummet.
Meanwhile, the price of flour has been increasing as the supply shrinks,
so more producers buy up wheat for the purpose of making flour - and
on, and on.
This extreme and simplified example does encapsulate
the wonderful balancing act that is supply and demand. The market is
generally much more responsive in real life, and true
supply shocks are
rare – at least ones caused by the market are rare. On a basic level,
supply and demand helps explain why last year's hit product is half the
price the following year.
Costs and BenefitThe concept of costs and benefits encompass a large area of economics that has to do with
rational expectations and
rational choices. In any situation, people are likely to make the
choice that has the most benefit to them, with the least cost, or, put
another way, the choice that provides more in benefits than it costs.
Going back to beer, the breweries of the world will hire more employees
to make more beer, only if the price of beer and the sales volume
justifies the additional costs to the payroll and the materials needed
to brew more. Similarly, the consumer will buy the best beer he or she
can
afford, not, perhaps, the best tasting beer in the store.
This
extends far beyond financial transactions. University students perform
cost benefit analysis on a daily basis, by focusing on certain courses
that they believe will be more important for them, while cutting the
time spent studying or even attending courses that they see as less
necessary.
Of course,
everyone knows someone who has seemingly made a poor life choice.
Although people are generally rational, there are many, many factors
that can throw our internal accountant out the window. Advertising is
one that everyone is familiar with. Commercials tweak emotional centers
of our brain and do other clever tricks to fool us into overestimating
the benefits of a given item. Some of these same techniques are used
quite adeptly by the lottery, showing a couple sailing a yacht and
enjoying a carefree life. This image and its emotional message ("this
could be you") overwhelm the rational part of your brain that can run
the very, very long odds of actually winning. Cost and benefits may not
rule your mind all the time, but they are in charge more than you think -
especially when it comes to the next concept. (This free thinker
promoted free trade at a time when governments controlled most
commercial interests. Check out
Adam Smith: The Father Of Economics.)
Everything Is in the IncentivesIncentives
are part of costs and benefits and rational expectations, but they are
so important that they are worth further examination. Incentives make
the world go round, and sometimes go wrong. If you are a parent, a boss,
a teacher or anyone with the responsibility of oversight, and things
are going horribly awry, the chances are very good that your incentives
are out of alignment with what you want to achieve.
We'll
take a safe example, however, of – you guessed it – a brewery. This
particular brewery has two sizes of bottle: one 500ml bottle and a 1L
bottle for couples. The owner wants to increase production, so he offers
a bonus to the shift that produces the most bottles of beer in a day.
Within a couple days, he sees production numbers shoot up from 10,000
bottles a day to 15,000. However, he is soon deluged with calls from
suppliers wondering when the shipments of the 1L bottles are going to
come. The problem, of course, is that his incentive focused on the wrong
thing – the number of the bottles rather than the volume of beer – and
made it "beneficial" for the competing shifts to cheat by only using the
smaller bottles.
When
incentives are aligned with organizational goals, however, the benefits
can be exceptional. Some incentives have been proven so effective that
they are common practice at many firms, such as
profit sharing,
performance bonuses and employee shareholding. However, even these
incentives can turn disastrous if the criteria for the incentives falls
out of alignment with the original goal. Poorly structured performance
bonuses, for example, have driven many a
CEO to
take temporary measures to juice the financial results enough to get
the bonus – measures that often turn out to be detrimental in the longer
term.
Putting It All TogetherScarcity
is the overarching theme of all economics. It sounds negative, and it
is one of the reasons economics is referred to as the
dismal science,
but it simply means that choices have to be made. These choices are
decided by the costs and benefits that impact the choice, leading to a
dynamic market system where choices are played out through supply and
demand. On a personal level, scarcity means that we have to make choices
based on the incentives we are given and the cost and benefits of
different courses of action. This is a very broad look at what is,
believe it or not, a very compelling subject. These concepts feed into
others, like
comparative advantage,
entrepreneurial spirit, marginal benefit and so on. The world is wide
with choices, so the field of economics is wide with theories, laws and
concepts that explore those choices.
ConclusionThese
concepts aren't powerful laws that force human interactions into preset
patterns. Rather, they are a recognition of the patterns that emerge
from hundreds, thousands, millions and billions of individuals making
choices with the information they are given. While knowing these
concepts may not allow you to fundamentally change the world, it will
help explain a lot. (Discover the theories that shaped the way we've
come to understand economics. Refer to
The History Of Economic Thought.)