Amie has written about market in various contexts, making use of both its verb and noun form.  In our day to day activities, we are motivated by entrepreneurial conservation, by which we mean market-oriented solutions to complement the efforts of NGO, philanthropic and governmental efforts to preserve ecosystems and maintain the vitality of cultures.

We abhor all things fundamentalist, so the cliche of the University of Chicago notion of markets is not one we cling to (nor is the cliche apt anymore; see their contributions in the realm of behavioral economics to get a sense of where this great institution is heading in terms of hegemonic ideas).  The same goes for the fundamentalism that has prevailed in the world of conservation–a belief that markets cause environmental problems but cannot provide solutions.  So, in the spirit of tamping down fundamentalism of all kinds, we might look at the marginalia of this word’s definition, rather than OED‘s definition itself, as we otherwise systematically do:

Proverb: you may know how the market goes by the market folks.

We adapt this, in our daily work, to mean: let’s be realistic while we attempt creative, fun approaches to serious problem-solving.