Word: free
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Dates: during 1980-1989
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There was once a time when time was money. Both could be wasted or both well spent, but in the end gold was the richer prize. As with almost any commodity, however, value depends on scarcity. And these are the days of the time famine. Time that once seemed free and elastic has grown tight and elusive, and so our measure of its worth is dramatically changed. In Florida a man bills his ophthalmologist $90 for keeping him waiting an hour. In California a woman hires somebody to do her shopping for her -- out of a catalog. Twenty bucks pays...
Thus for many exhausted American families, the premium placed on free time is bringing about both subtle and sweeping changes. In some cases, it means a new division of labor between husband and wife, parents and kids; a search for more flexible professional schedules; or an outright rebellion against the rat race. Any or all of these may force a family to make some hard and intriguing choices. Which is most important? A challenging and fulfilling job? A bigger house? A college education for a gifted child? A life in the big city...
...Running your own business means you are controlling your own destiny," says M.I.T. research director David Birch, who has studied entrepreneurship. While starting a company rarely means more free time, it can promise greater satisfaction, autonomy and flexible working conditions. Freedom-minded men and women alike have recognized that technology and the restructuring of the economy, which so often work against individual peace of mind, can actually work for the small entrepreneur. The same computers and fax machines that torment corporate drudges allow small businesses access to world markets...
...would not relinquish his Iowa life-style. "We based that decision on the quality of the environment," he says. "People do work hard here, and there is a deep appreciation for family life." He traded a higher salary and a two-hour commute for better schools and more free time. "We wonder how we did it, went through the routine," he says...
...families who cannot handle such a radical departure, there are alternatives. What was once a cottage industry of people providing household services is currently a booming business in cities all across the country. Anyone who can protect a family's free time is a sure success. "The hot new family commodity is 'off time,' " says Heloise, the syndicated oracle of household hints. "If I can give them another 20 minutes, even if it costs them $4 in dry cleaning, then I'm successful...