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The airlines compete with each other, but Google stands alone. Economists use two simplified models to explain the difference: perfect competition and monopoly.<\/p>\n\n\n\n
\u201cPerfect competition\u201d is considered both the ideal and the default state in Economics 101. So called perfectly competitive markets achieve equilibrium when producer supply meets consumer demand. Every firm in a competitive market is undifferentiated and sells the same homogeneous products. Since no firm has any market power, they must all sell at whatever price the market determines. If there is money to be made, new firms will enter the market, increase supply, drive prices down, and thereby eliminate the profits that attracted them in the first place. If too many firms enter the market, they\u2019ll suffer losses, some will fold, and prices will rise back to sustainable levels. Under perfect competition, in the long run no company makes an economic profit.<\/p>\n\n\n\n
The opposite of perfect competition is monopoly. Whereas a competitive firm must sell at the market price, a monopoly owns its market, so it can set its own prices. Since it has no competition, it produces at the quantity and price combination that maximizes its profits.<\/p>\n\n\n\n
To an economist, every monopoly looks the same, whether it deviously eliminates rivals, secures a license from the state, or innovates its way to the top. In this book, we\u2019re not interested in illegal bullies or government favorites: by \u201cmonopoly,\u201d we mean the kind of company that\u2019s so good at what it does that no other firm can offer a close substitute. Google is a good example of a company that went from 0 to 1: it hasn\u2019t competed in search since the early 2000s, when it definitively distanced itself from Microsoft and Yahoo!<\/p>\n\n\n\n
Americans mythologize competition and credit it with saving us from socialist bread lines. Actually, capitalism and competition are opposites. Capitalism is premised on the accumulation of capital, but under perfect competition all profits get competed away. The lesson for entrepreneurs is clear: if you want to create and capture lasting value, don\u2019t build an undifferentiated commodity business.<\/p>\n\n\n\n