Economics & Markets
Section 1
Core Idea
Purchasing power parity (PPP) is the idea that, in the long run, exchange rates should move so that a given basket of goods costs the same across countries when expressed in one currency. Arbitrage and trade tend to equalise real purchasing power. In practice, PPP holds only roughly and over long horizons — sticky prices, trade barriers, and non-traded goods create gaps. Founders use it to compare real wages and costs across regions, to judge if a currency is over- or under-valued for expansion, and to set international pricing. The lens: nominal comparisons mislead; adjust for local purchasing power when comparing costs, salaries, or market size.
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Section 2
How to See It
Expansion
You're seeing it when you compare market size or labour cost across countries. Nominal GDP or salary in dollars can over- or under-state real opportunity; PPP-adjusted figures are closer to reality.
Pricing
You're seeing it when setting prices in multiple currencies. PPP suggests similar real price (same local purchasing power); deviations signal local strategy or temporary misalignment.
Valuation
You're seeing it when investors or acquirers compare companies across borders. PPP-adjusted metrics help normalise for cost and purchasing power differences.
Section 3
How to Use It
Use PPP-adjusted data (e.g. from the World Bank or OECD) when comparing costs, wages, or market size across countries. For pricing, consider a PPP-based benchmark but allow for local elasticity and strategy. Don’t assume nominal exchange rates reflect long-run equilibrium — PPP deviations can persist and matter for entry and contracting.
Decision filter
"Are we comparing across currencies? If so, have we used PPP (or real) measures so we’re not fooled by nominal rates?"
As a founder
In international strategy, use PPP to size markets and compare unit economics. In hiring and ops, use local PPP when judging compensation and cost structure. In fundraising, use PPP-adjusted metrics when relevant for cross-border comparisons.
Section 5
Founders & Leaders
Warren BuffettChairman & CEO, Berkshire Hathaway
Buffett has long focused on intrinsic value and real purchasing power rather than nominal prices. Founders can adopt the lens: when operating or investing across borders, think in real (PPP-adjusted) terms so that currency noise doesn’t drive decisions.
Section 7
Connected Models
Reinforces
GDP
GDP at PPP is the standard way to compare economic size across countries. PPP is the adjustment; GDP is the aggregate measure being adjusted.
Reinforces
Inflation
Inflation differentials across countries drive exchange-rate moves toward PPP over time. PPP and inflation are linked in the long run.
Leads-to
Elasticity
When prices or exchange rates move, demand response (elasticity) determines how quickly PPP is restored. Elasticity shapes the speed of adjustment.
Section 8
One Key Quote
— Gustav Cassel, early PPP theorist"Over the long run, exchange rates tend to reflect the relative purchasing power of currencies. Short-run deviations are the rule, not the exception."
Section 11
Summary & Further Reading
PPP: exchange rates tend to equalise the real cost of a basket of goods across countries. Use PPP-adjusted data for cross-country comparison of costs, wages, and market size; don’t rely on nominal rates alone.
01
Article
Official PPP estimates and methodology.
02
Book
PPP, exchange rates, and long-run equilibrium.
03