A free market economy has several advantages: it allows firms to quickly produce goods and services that people demand for a profit, providing a wide variety for consumers to choose from. When profit is the sole motive, firms are encouraged to produce goods and services efficiently using latest technologies to keep costs low. A free market also benefits individuals by allowing them to choose their own occupations and investments, and to succeed based on their talents and efforts. Price competition in a free market provides lower prices for consumers while demanding efficient resource usage and continuous improvements from firms.