Money and Goods • 145
if gasoline is at $4 a gallon. “The premium charged for hybrids and EVs
[electric vehicles] takes time for consumers to recover in fuel savings—often
a long time, maybe even longer than they intend to own the car.”
Note also
that payback does not account for the time value of money which, despite
today’s relatively low interest and dividends, is still substantial for 12 years.
These observations lead us squarely back to Ford’s original position. The
producer must get the price down and the value
up to the point where the
consumer will buy the product or service. As stated below, “People buy
what helps them just as naturally as they drink water.”
* * *
Money is only a tool in business. It is just a part of the machinery. You might
as well borrow 100,000 lathes as $100,000 if the trouble is inside your busi-
ness. More lathes will not cure it; neither will more money. Only heavier doses
of brains and thought and wise courage can cure. A business that misuses
what it has will continue to misuse what it can get. The point is—cure the
misuse. When that is done, the business will begin to make its own money,
just as a repaired human body begins to make sufficient pure blood.
Borrowing may easily become an excuse for not boring into the trouble.
Borrowing may easily become a sop for laziness and pride. Some business
men are too lazy to get into overalls and go down to see what is the matter. Or
they are too proud to permit the thought that anything they have originated
could go wrong. But the laws of business are like the law of gravity, and the
man who opposes them feels their power.
Borrowing for expansion is one thing; borrowing to make up for mismanage-
ment and waste is quite another. You do not want money for the latter—for the
reason that money cannot do the job. Waste is corrected by economy; misman-
agement is corrected by brains. Neither of these correctives has anything to do
with money. Indeed, money under certain circumstances is their enemy. And
many a business man thanks his stars for the pinch which showed him that his
best capital was in his own brains and not in bank loans. Borrowing under cer-
tain circumstances is just like a drunkard taking another drink to cure the effect
of the last one. It does not do what it is expected to do. It simply increases the
difficulty. Tightening up the loose places in a business is much more profitable
than any amount of new capital at 7 per cent.
The internal ailments of business are the ones that require most attention.
“Business” in the sense of trading with the people is largely a matter of filling
the wants of the people. If you make what they need, and sell it at a price
which makes possession a help and not a hardship, then you will do business
as long as there is business to do. People buy what helps them just as natu-
rally as they drink water.