The Economics of Everyday Things

Those tiny treats that predict your future may come free at the end of a Chinese meal, but they’re big business (and not Chinese). Zachary Crockett will go on a long journey.

• SOURCES: 
  • Jennifer 8. Lee, documentarian and author of The Fortune Cookie Chronicles.
  • Norman Wong, C.E.O. of Wonton Food.

• RESOURCES: 
  • "Canadian Influencer’s Amazement at Absence of Fortune Cookies in China Restaurants Triggers Amusing On...

When you hit the slopes, you might not be thinking about water rights, controlled avalanches, and liability insurance — but someone has to. Zachary Crockett shreds the pow. 

• SOURCES:
  • Andrew Gast, general manager of Mt. Ashland Ski Area.
  • Rob Goodell, chief operating officer at Loveland Ski Area.

• RESOURCES:
  • "State of the U.S. Ski Industry" (National Ski Areas Association, 2024).
  • "U.S. Ski Resorts in Operation Du...

We reach for it twice a day — without thinking about the decades of research and engineering that went into that squeezable tube of minty goo. Zachary Crockett extracts the last bit.

• SOURCES:
  • Stephan Habif, chief technology officer at Colgate-Palmolive.
  • Sergio Leite, global head of Oral Care R&D at Colgate-Palmolive.
  • Peter Miskell, professor of international business history at the University of Reading.

• EXTRAS:<...

When a Fortune 500 company needs a new leader, it turns to a well-connected headhunter who assesses candidates with psychological tests and mock TV interviews. Zachary Crockett activates his network.  

• SOURCES:
  • Julian Ha, partner at the executive recruiting firm Heidrick & Struggles.
  • Jane Stevenson, global vice chair of board and CEO services at Korn Ferry.

• RESOURCES:
  • "The Transformation of the CEO," by Steph...

Security guards make malls feel safer, but what can they do when there’s trouble? Zachary Crockett observes and reports.

• SOURCES:
  • Gus Parsons, mall cop in the San Diego area.
  • David Levenberg, owner of Center Security Services.

• RESOURCES:
  • "Mall of America's security team will start using facial recognition software as part of safety plan," by Derek James (CBS News, 2024).
  • "The Problems Inside North America’s La...

How do TV producers decide how much money to give away? A little psychology and a lot of math. Zachary Crockett phones a friend.

• SOURCES:
  • Bowen Kerins, math teacher and former contestant on Who Wants to Be A Millionaire.
  • Arthur Smith, CEO of A. Smith & Co. Productions and author of "Reach: Hard Lessons and Learned Truths from a Lifetime in Television."
  • Aaron Solomon, television producer.

• RESOURCES:
  • "‘The Price...

A fast-food burger has to taste the same — and cost the same — thousands of times a day at restaurants across the country. Zachary Crockett mans the fryer.

• SOURCES:
  • John Karangis, vice president of culinary innovation at Shake Shack.
  • Walter Zuromski, owner and chief culinary officer of the Chef Services Group.

• RESOURCES:
  • "How Shake Shack’s New Test Kitchen Is Shaping the Future of the Brand," by Stefanie Tude...

American golfers lose 300 million balls a year — and all those bad swings are someone else’s business opportunity. Zachary Crockett hits the links.

• SOURCES:
  • Todd Hutchinson, president and owner of BallHawker.
  • Lashan Wanigatunga, founder of Two Guys With Balls.

• RESOURCES:
  • "BallHawker, Challenge Enterprises Turn Wayward Golf Shots Into Successful Endeavor," Natalie Gilstrap (Clay Today, 2023).
  • "Temecula Golf Bal...

Before a guide dog can help a blind person navigate the world, it has to pass a series of tests, then go through $75,000 worth of training. Zachary Crockett sniffs around.

• SOURCES:
  • Peggy Gibbon, director of canine development at The Seeing Eye.
  • Charles Pat McKenna, assistant division director of the New Jersey Commission for the Blind and Visually Impaired.

• RESOURCES:
  • "Why Seeing Eye Dogs Are So Expensive To ...

Behind that 70% off sign, there’s a liquidation consultant trying to maximize retailer profits. Zachary Crockett seeks a deal.

• SOURCES:
  • Bradley Snyder, executive managing director at Tiger Group.
  • Zac Rogers, associate professor of supply chain management at Colorado State University

• RESOURCES:
  • "What Went Wrong: The Demise of Toys R Us," by Angie Basiouny (Knowledge at Wharton, 2018)
  • "Retail apocalypse 2024: Al...

Picture day is an annual tradition for American families — and, for the companies that take the photos, a lucrative one. Zachary Crockett smiles for the camera.

• SOURCES:
  • Ken Murphy, C.E.O. of Lifetouch
  • Jeremy McColm, senior manager of photography at Lifetouch

• RESOURCES:
  • "The money and stress and failed hairdos of school picture day," by Kaitlyn Tiffany (Vox, 2019)
  • "The School Photo Industry Is a Master Class i...

They're not always the nicest places to go — but for their owners, portable toilets are a lucrative revenue stream. Zachary Crockett lifts the lid.

• SOURCES:
  • Ron Inman, vice president of Honey Bucket
  • Veronica Crosier, executive director of Portable Sanitation Association International

• RESOURCES:
  • "Providing Toilets for 39,000 Runners," by John Branch (New York Times, 2008)
  • "Platinum Equity-owned United Site Serv...

You can be a top model and still not get recognized on the street — as long as you keep your cuticles healthy and your moons white. Zachary Crockett points a finger.

• SOURCES:
  • Dani Korwin, managing director of Parts Models.
  • Ellen Sirot, hand model.

• RESOURCES:
  • SAG-AFTRA Network TV Code 2024 - 2025 Extension Agreement Rates.
  • "How to Become a Hand Model," by Jack Smart (Backstage, 2024).
  • "Meet New York’s Top Hand a...

A watercolor of a harbor? A black-and-white photo of a pile of rocks? Some hotels are trying to do better. Zachary Crockett unpacks.

• SOURCES:
  • Melanie Kettring, director of studio design at Best Western Hotels.
  • Jessica Poundstone, visual artist. 
  • Gavi Wolf, founder and C.E.O. of Indiewalls.

• RESOURCES:
  • Indiewalls.
  • Best Western.

• EXTRAS:
  • "Used Hotel Soaps," by The Economics of Everyday Things (2023...

Before beef ends up at your favorite steakhouse, it passes through the hands of a trained specialist with an encyclopedic knowledge of bovine anatomy. Zachary Crockett chews the fat.

• SOURCES:
  • Bryan Flannery, co-owner of Flannery Beef.
  • Katie Flannery, co-owner of Flannery Beef.

• RESOURCES:
  • "National Weekly Boxed Beef Cutout And Boxed Beef Cuts — Negotiated Sales," U.S.D.A. Agricultural Marketing Service (U.S.D....

How did a little green nut become a billion-dollar product, lauded by celebrities in Super Bowl ads? Zachary Crockett cracks open the story.

• SOURCES:
  • Sawyer Clark, director of asset management at Gold Leaf Farming.
  • Diana Salsa, vice president of marketing for Wonderful Pistachios.

• RESOURCES:
  • "Almond Acreage Decline Prompts Industry Introspection," by Mitch Lies (West Coast Nut, 2023).
  • American Pistachio Indust...

Once a luxury good, the soft fiber is now everywhere — which has led to a goat boom in Mongolia. Zachary Crockett tugs at the thread.

• SOURCES:
  • Myagmarjav Serjkhuu, manager of the Mongolian Sustainable Cashmere Platform for the United Nations Development Programme.
  • Carolyn Yim, designer and owner of Ply-Knits.

• RESOURCES:
  • "Sandstorms and Desertification in Mongolia, an Example of Future Climate Events: A Review...

Behind almost every character you see displayed on a page or a screen, there’s a complex — and sometimes lucrative — web of licensing deals. Zachary Crockett is just your type.

• SOURCES:
  • Lucas Czarnecki, creative director of Type Network.
  • Gerry Leonidas, professor of typography at the University of Reading.
  • Chantra Malee, co-founder and C.E.O. of Sharp Type.
  • Lucas Sharp, professional font designer and co-founder of Sharp Type.

Americans throw away 320 million books every year. How do some of them find a second life? Zachary Crockett is just browsing. 

• SOURCE:
  • Francisco Hernandez, owner of Leaves bookstore.

• RESOURCES:
  • "Reinventing Retail: The Novel Resurgence of Independent Bookstores," by Ryan L. Raffaelli (Harvard Business School Working Paper, 2020).
  • Gravity's Rainbow, by Thomas Pynchon (1973).
  • The Bluest Eye, by Toni Morrison (19...