In any market, demand comes in waves. There are two reasons for this: (1) Each consumer who is part of the demand takes a period of time to consume; and (2) After consuming, each consumer is going to wait a period of time before consuming again, if at all. In mathematical terms, for a given population of consumers, there is a frequency distribution characterizing the average period between acts of consumption. (A frequency is simply the reciprocal of the period of time between acts of consumption.)
Of course, if you're looking at a large enough market, or averaging over a long-enough period of time, these frequency distributions might not be obvious. Rather, the quantity of goods in demand within each period of time may appear steady. Demand often appears steady because for many goods the frequency distribution of consumption is stationary (i.e., the frequency distribution itself doesn't change in time) and the phase (i.e., the amount of time between two acts of consumption by different consumers) is uncorrelated. But this stationarity and asynchronicity is often dependent upon the time-scale or size of the population measured.
For example, if one looks at the worldwide demand for oranges in the last 90 days, demand might appear steady as it does here. But if one looks at the worldwide demand for oranges over the past 5 years, then the periodicity in demand because obvious. See here. Oranges are in season in the winter, and demand for oranges has over time synchronized with orange season. Some of you are wondering about why the southern hemisphere doesn't erase this periodicity in demand. It does, partly. Go look at New Zealand and Australia and see how the demand in these countries spikes in the middle of the year. The southern hemisphere simply has a smaller population!
If you work in marketing, especially at a consumer Internet company, probably none of this is surprising to you. You see waves of customer interest come and go all the time. What do you try to do in response to those waves?
The same thing that surfers do when a swell approaches shore. You try to position yourself close to where the wave is going to peak -- or before it if possible -- and then match your momentum to the wave so that it picks you up, and carries you with it.
In physics terms, by frequency matching (the momentum of a wave is mathematically equivalent to a spatial frequency), you maximize the amount of energy that can be exchanged between the wave and you. If you don't paddle hard enough, in the right direction, at the right time, or in the right spot, then you'll simply be left behind. By contrast, if you can match the momentum closely enough, then you will resonate with the wave -- the wave will push you forward as you push back on the wave. Momentum-matching results in far more fun.
What happens if you paddle too fast? If you paddle way too fast, you'll paddle right over the wave in front of you. For anybody who has actually surfed before, this is hard to imagine because in practice nobody paddles that fast. But the point to see is that if you paddle too fast, then you'll end up oscillating faster than the waves of demand -- overshooting and undershooting with too much or too little inventory when the waves of demand arrive.
Too fast, oscillation. Too slow, left behind. Just right means you catch the wave, and your supply grows at the same rate as the wave of demand. This rate of growth is both efficient and sustainable since, by definition, it matches demand.
The mathematical formalism is equivalent to that used by electrical engineers in describing the waves of voltage and current in a circuit. Momentum-matching the surf, frequency-matching demand, and impedance-matching an input signal are all the same phenomenon as far as the formalism is concerned.
What role do market prices play in matching supply to demand? Market prices are a mechanism for active impedance matching. When the frequency of demand is steady in time, then market prices synchronize the phase of supply and demand cycles. When both the frequency and phase of demand are non-stationary, market price signals synchronize both. I will have more to say about this, but the synchronization of supply and demand at large scales can be a cause of either incredible stability or bubbles and crashes. That's what control theory is for figuring out.
Recent Comments