In the market economy the consumers are supreme. Consumers determine, by their
buying or abstention from buying, what should be produced, by whom and how, of
what quality and in what quantity. The entrepreneurs, capitalists, and landowners who
fail to satisfy in the best possible and cheapest way the most urgent of the not yet
satisfied wishes of the consumers are forced to go out of business and forfeit their
preferred position. In business offices and in laboratories the keenest minds are busy
fructifying the most complex achievements of scientific research for the production of
ever better implements and gadgets for people who have no inkling of the scientific
theories that make the fabrication of such things possible. The bigger an enterprise is,
the more it is forced to adjust its production activities to the changing whims and
fancies of the masses, its masters. The fundamental principle of capitalism is mass
production to supply the masses. It is the patronage of the masses that makes
enterprises grow into bigness. The common man is supreme in the market economy.
He is the customer “who is always right.

Author: Ludwig von Mises