It is generally cheaper to save resources than to supply them, but often there is no market in which the value of improved resource productivity can be discovered and expressed so that efficient use and increased supply can directly compete. This 1989 contribution to a Festschrift for Prof. Dr. Ernst Ulrich von Weizsäcker was an early effort to organize principles, ideas, and initial practical examples for creating such markets. Many of the methods it proposed have subsequently been implemented. For further discussion, please see chapter 5.3 of Factor Four and Chapter 13 of Natural Capitalism.