The only way to get us interested in business

Staying in India and finding the sun unbearable, Mrs. Coomaraswamy decided to shop for a parasol. She found two in the town nearby. One was in the window of a store dealing in American goods. It was reasonably priced but unattractive. The other was in an Indian store. It was Indian-made, desirable, but outlandishly expensive. Mrs. Coomaraswamy went back home without buying anything. But the weather continued dry and hot, so that a few days later she went again into town determined to make a purchase. Passing by the American shop, she noticed their parasol was still in the window, still reasonably priced. Going into the Indian shop, she asked to see the one she had admired a few days before. While she was looking at it, the price was mentioned. This time it was absurdly low. Surprised, Mrs. Coomaraswamy said, “How can I trust you? One day your prices are up; the next day they’re down. Perhaps your goods are equally undependable.” “Madame,” the storekeeper replied, “the people across the street are new in business. They are intent on profit. Their prices are stable. We, however, have been in business for generations. The best things we have we keep in the family, for we are reluctant to part with them. As for our prices, we change them continually. That’s the only way we’ve found in business to keep ourselves interested.”

John Cage, Indeterminacy (in economics) # 151