“Good Morning, Beautiful Business” by Judy Wicks

Good Morning, Beautiful Business by Judy Wicks. Chelsea Green Publishing, 2013, 274 pages. Subtitle The unexpected journey of an activist entrepreneur and local economy pioneer.

Another long-ish pause in my blogging, as I read another long and thoughtful book…

This blog post counts as two items – a report on a lecture and also a book review! I bought the book when Judy Wicks spoke at my workplace on March 19, 2015. (It didn’t really take me three weeks to read her book. I had others in progress.)

Judy Wicks was brought to campus by the School of Business, with enthusiastic faculty support. Apparently three or four classes were required to attend, so the room was jammed with students signing in and extra chairs had to be set up.

Good Morning, Beautiful Business is a memoir. Wicks is just two years older than me, so we experienced many of the same events but followed very different pathways through life.

Odd features of this book:

  • Judy Wicks is not to be found in Wikipedia, except as the first wife of Richard Hayne, one of the founders of the extremely successful Urban Outfitters, a business than has generated a fortune. I thought everyone who EVER wrote a book would show up in Wikipedia. (Wicks is easily found on Amazon.com. If she wasn’t, that would be spooky.) I thought the White Dog Café might show up in Wikipedia, but it is also missing. It shows up on at least a dozen “restaurant finder” web sites.
  • This memoir contains NO information about Judy Wicks’ college experience, not even the name of the school she attended. Why?! Was she disowned? Most colleges love to claim their famous alumnae. Her website says only that she earned a BA in English. Wicks’ descriptions of childhood and high school are vivid, as is her chapter on her post college experience with Americorps, which sent her to a very remote village in Alaska. A friend of mine collects written accounts of college experiences. I thought surely there would be something in this book for him!

Judy Wicks was a child in the 1950s, college student and young adult in the 1960s. One of “us”, a baby boomer. The 50s were distinguished by sexism and conformity, the 60s by the Vietnam War and its associated backlash. Wicks came out of these trials a feminist and a skeptic, but still an idealist. She stumbled into the restaurant business (starting out as a waitress) and later founded the highly successful White Dog Café, known nationally and even internationally for its commitment to using food that is

  • organic
  • local and
  • humanely produced.

It is also a hub for progressive social action and community building. Much of what she does and cares about can be subsumed in the category of “sustainability”, a term that has been so used, abused and co-opted as to be almost useless without detailed qualification.

Judy Wicks has enough energy for four or five average people! The account of her activities left me breathless.

So all of this was going on while I lived 60 miles down the road, in Southern New Jersey. How did I miss it? I don’t know. My only time of residence in Philadelphia was a three month sojourn in the Ronald MacDonald House, when my son had a serious medical crisis. I did, in fact, dine at the White Dog once or twice during that time, but I wasn’t processing much detail.

Of the three commitments listed above, the one that speaks to me most strongly is “local”. Wicks has the courage to envision an economy radically different from that in which we now live. She highlights ideas like self-reliance and cooperation that have been greatly diminished in our current competitive and globalized world order. (She scarcely needs to mention that it has brought us into terrible risk.)

Just today, I drove around looking for local eggs. I can, if I make the effort, buy eggs directly from farmers. The farm market “scene” around here fills my summers with delight.

I have almost no experience with the entrepreneurial spirit Wicks so embodies and values, and I can’t imagine owning a business. Maybe at some point I will invest in a local business! I like that idea.

As I read the last few chapters of Wicks book, I wondered how she maintains her optimism. I found the following formulation – Wicks believe that social action requires two generations. Efforts of the baby boom generation to resolve the ills that led to the Vietnam War failed because the “generation gap” between the WWII generation and the subsequent anti-war baby boomers was so traumatically, excruciatingly wide. She thinks that our generation and our children (down to the millenials) are working together much more constructively. Well, it’s a theory. I hope Wicks is right!

ALL business students should read Good Morning, Beautiful Business. So should most of the rest of us, since consumers determine which businesses flourish.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s