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Economics is about choices, about trade-offs. In this lecture, I introduce three important concepts that underpin rational decision-making in neoclassical economics: opportunity costs, marginal benefits, and marginal costs. With these concepts, we can understand important ideas such as the Law of Diminishing Marginal Utility, the Law of Increasing Marginal Cost, and the concept of optimal scale (a.k.a. the “When to Stop” Rule).