Markets mean patrons, buyers, consumers. There is under capitalism one way to wealth: to serve the consumers better and cheaper than other people do.… - Ludwig von Mises

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Markets mean patrons, buyers, consumers. There is under capitalism one way to wealth: to serve the consumers better and cheaper than other people do. But in the shop and factory, the owner — or in the corporations, the representative of the shareholders, the president — is the boss. The mastership is merely apparent and conditional. He is subject to the supremacy of the consumer. The consumer is king — the real boss — and the manufacturer is done for if he does not outstrip his competitors in best serving the consumers. It was this great economic transformation that changed the face of the world.