Chapter Three
Principle Two
Do More with Less
If I had one dollar to spend, I would invest in solving the biggest problem today—the economics of scarcity.
—Jeffrey Immelt, chairman and CEO, General Electric1
Gustavo Grobocopatel is a fourth-generation Argentinian farmer of Russian-Jewish extraction. For three generations his family pursued a small-scale, subsistence model of farming in Argentina. Grobocopatel's dream was to break out of this mold and do something more ambitious. But his vision was hindered by scarcity from the very start.2
First, Grobocapatel had difficulty accessing large tracts of land. Although Argentina is a vast country, endowed with rich soil and a favorable climate, farmland is actually hard to come by. Only 10 percent ...
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