Markets were born when humans chose to acquire what they needed by trading with each other rather than producing it themselves or taking it from someone else by force. The moment of proto-market conception was when the first seller offered to trade with the first customer, and that offer was accepted.
For millennia, this marketplace dance was as beautifully simple as it was exquisitely effective, having at its nucleus three primary elements:
1. The product, controlled by the seller
2. Information about the product, also controlled by the seller
3. The buying decision, controlled by the customer
From that first transaction, when shells were the reserve currency, to about 1993, the marketplace dance was performed zillions of times with little variation. I’ve termed this period The Age of the Seller, because the seller controlled two of the three elements.
Read more: entrepreneur