… is from page 132 of Ginny Choi’s and Virgil Storr’s 2023 paper “Who wins in the game of the market?“:
The apparent captains of industry are not captains at all. They are in fact helmsmen who must either follow the orders of the consumers, the true captains, or they will be relieved of duty.
Consumers convey their commands through their purchasing decisions. They instruct entrepreneurs what to produce and what not to produce through their decisions to buy a good or service.