And they had to come to believe that making an upfront investment in something like a stand machine could pay for itself and then some. One of the reasons that these values developed in Britain was that the people who initially held them were really good at publicizing them. Writers like Thomas Munn, who worked for the English East India Company, exposed people to the idea that the economy was controlled by markets, and other writers popularized the idea that it was human nature for individuals to participate in markets as rational actors. Even our language changed. The word individuals did not apply to persons until the 17th century. And in the 18th century, a career still referred only to horses racing lives. Perhaps the most important idea that was popularized in England was that men and women were consumers as well as producers, and that this was actually a good thing because the desire to consume manufactured goods could spur economic growth.