Title: No One Can Escape The 4 Laws

Author: Eloy Rodrigo Colombo

Genre: Non-fiction

Written in an encouraging and forthright manner, No One Can Escape The 4 Laws shares where wealth comes from and how one can create more of it in broad terms that will be applicable to a variety of situations and careers.

Making money is all about creating rarities—objects or services that are useful to someone, are finite in number or amount, and can belong to someone. This is the first law of economics, according to the author, while the second is that every rarity has a price.

The first half of the book employs simple terminology to show how one can harness the laws of economics, sharing how one can avoid being left impoverished by inflation and a weakened buying power.

The author doesn’t just apply these principles to finances but also discusses how they relate to relationships and other human “business exchanges,” where one only “closes the deal” provided that one is satisfied, that one sees “profit” in it.

He claims that humans are far from rational and instead use their intellectual abilities to “get the highest possible satisfaction of their desires, emotions, and feelings.” Rather than buying a product for the sake of the object itself, people strive to purchase what they perceive the product will give them, emotionally.

Thus, he sees the attitude of a good trader as being that of figuring out what a person wants from the product (or life) and finding a way to tout these qualities, as each person will value the product for different reasons. Similarly, he sees the art of pricing as figuring out how much one’s targeted group of buyers will pay for a product or service, as different people will see the product as having a variety of values based on their own emotional goals and desires.

The last half of the book is far less universal in focus, as it discusses the money market and how loaning money and engaging in investments influence a country’s inflation. This section could get moderately technical, examining both the US and Brazil money markets and how one can evaluate a good investment from a bad one.

The two portions of the book felt so different from each other that one might wish the first part to be a book by itself. While not complete from an economist’s point of view, it would provide an excellent introduction to business principles without dragging in the somewhat convoluted world of international finance. Otherwise, further explanations would be required to make sure readers can follow the second half as well as the first.

The greatest detractor from the book’s brilliance, though, was its frequent struggles with grammar and sentence structure.

A delightful and thoughtful introduction to business and economics, this book will appeal to anyone who wants to earn more. It provides a useful overview of the laws of economics and might even help people approach their job a little differently, as his philosophy of finance empowers the “average” worker as well as entrepreneurs and investors.

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