Vy Summit Wapiti Event

The homestead seen from the Scramble Summit in Tucson AZ

Chet Holden at the Scramble Summit, savor that feeling my brotha, you rocked!

45 people attended the hike, 20 participated in the Summit Scramble

Wapiti Adventures teamed up with the immensely popular entrepreneurial group, Vy, to handle the "active living" component of the 4 day retreat and conference in Tucson AZ. Aimed towards achieving a higher level of performance, Vy members gathered to share resources listen to speakers and network amongst some of the top business owners in the country.

Wapiti pro Staff Kevin Miquelon and scramble expert, Ralph Pfremmer, led the group on a 5 mile hike in to the desert with professional guide Bruce Corey of "Canyon Tough" out of Scottsdale AZ. Hikers learned about the dessert wildlife and fauna, then retreated to the "homestead" for reflection and meditation. Later, the summit scramble challenged those who wanted to "team climb" ridges with over 500 feet of vertical gain. All made it to the top, all made it to the bottom safely.

Troll fodder.

I was absolutely amazed at the social web seminar that I attended yesterday as part of the Vy conference in Tucson. It was the perfect perspective following the experiment with The Chief. A quick review (don't worry not much more about this): Ralph finds profanity ridden website with an entry using our intellectual property (logo). The "restaurant review" was written under alias, by an Internet troll. A troll is someone who posts controversial, inflammatory, irrelevant and/or off-topic messages in an online community, such as a blog, with the primary intent of provoking other users into an emotional response.

The motivation was very clear to a friend and associate of mine, who read the review and notified me. He mentioned that I can draw a connection to me from the writer. It was an inflammatory placement to create a negative social web presence, for reasons that will have to go unsaid for now. The writer has indeed taken down my logo but the review remains. The fallout: A google search now produces my name with the term "Shity Cafe". I expect the writer to pull it down before the connection is made, and I will evaluate the harm done at that time, but what have we learned?

First, he actually had a thing or two to say, so I appreciate that, the commentary was extremely harsh and there were personal attacks and name calling. All behind an alias. Trolling is dangerous work and there is risk of being "outed" if loyalties are compromised. The writer knows this now. But that is not what this is about. I had a good time playing around with the retort section and am thankful, as a writer and advocate to have gotten some energy out of it. This type of fodder is interesting to me.

Yesterdays seminar was on this topic. Social web analytics.

So what happens when you find stuff like this? First, and regardless of the reason, I think it is understood that we need to be able to take criticism, make changes and move on. What resonated loud and clear from the seminar was the it is very important to listen to what people say online, be prepared for the negative and be willing to do something about it. This is important. That said, I also happen to be one who will not be dis-respected when attacked by trolls. This is a litigious society that we are living in, after all. Combined with the fact that I have no problem confronting anyone in a most creative way. In order to pass out a slap or two. But that is not what this is about either.

So social web marketing is really a virtual commercial floating around with customers writing the content. This doesn't mean that trolls can't get to work, they have the space to do their thing on blogs and message boards. Is there content relevant. Yes!

More legitimately, there are methods used daily in retail businesses using rating systems: surveys, polls and reviews garnered from droves of people who use the products, authenticity is derived from the consumers activity and reported online in real time. This type of marketing proves to be unsavory to advertising executives, because it has changed the paradigm. A lot of them missed the mark and stand on the outside looking in. So, any messages floating around, any commentary, survey, anything that is google-able, is google-able, filtered or unfiltered, as a perception of the general public.

Transparency doesn't work. And that is why I went on the rampage with The Chief. Full disclosure in this type of marketing and/or influence is critical to establish a relationship of trust with the customer and or anyone wanting to learn about a product, company, business or whatever. To violate trust is to violate relationship. All other mistakes can be forgiven. The Chief is a troll, and, even though he tried to present himself as a concerned writer and used whatever justification he could muster, the fact that he was an alias and not genuine, nobody would take him seriously and he is now in a position that he does not want to be in. Because I will expose him, just for the hell of it.

So fake reviews, fake blogs, trolling message boards on behalf of the business owner or in strategy against, (competitor, disgruntled employee, wronged cultural perspective) is totally uncool. Many companies have suffered at the hand of poor decision making by tying to fake reviews, surveys etc. I think this is what was most interesting about the seminar. There is discipline and authenticity needed in order to play ball in the social web media.

By the way, who's company has a policy on Social Web behaviour? This is something that came up a couple times. Employees Facebooking about claims, peoples behaviour, intellectual property of the business, get caught and get punished, sued.

What does this all mean?

It means authenticity is key. Do yourself a favor, stand up and slap the trolls. And if you are a troll, consider coming to the other side, where a position in carving out the dynamics of social web media is still open--where you can make a difference is you play by the rules and use your creative process in good use.

I want to thank the Chief and his disciples for the good fodder. I remain, a work in progress, ego intact....ifyouknowhatimtalkinbout.

Now then...

So let's talk about the Internet and the types of things that chap us. This just three hours before I go to a social networking seminar in an entrepreneurial group out here in sunny Tucson AZ. Yes, I am in Tucson and getting ready to head out the door for a trail run prior to learning what we have just experienced in the arena of social and Internet media. Btw, I love trail running in AZ, used to do it in Phoenix when my dad lived up there. Seems like a long time ago. They have some Giants MTB's down at the front door, and I brought some bibbs, tempting.

Anyway, I loaded up the small coffee maker in my room. The room is really quite excellent, and two cups appeared before I was done with the shower. I sat down at the computer.... and day-amn doad... a bunch of messages from friends who think I might have gone over the edge or something with the coffee review from "The Chief". I won't lie, it chapped me pretty good. Not because it was crap, he actually has a good point or two in there. I know this. But because of the way it was used and the medium by which it was put out there, under alias, with profanity and without accuracy. He used my logo, my name, my imagery from my lifestyle and the world I live in. He referenced my lively hood, my other businesses, my vendors, my employees. All with the use of profanity and filamentary and incorrect commentary.

Now, I am not one to sit up at night scanning google and/or massaging the spiders that search and seek the net. This was sent to me from a friend and the friend was concerned that it was somebody who knew me and that it had been written with a hidden agenda. But I did find this article after googling my name, along with all the rhetoric. So my point is this. Who is held accountable when this happens? Now, granted, The Chief came to his senses and took the logo down. This was likely the right thing to do. But it was the wrong thing to do to write the piece without signing his name and the wrong thing to do to assume that he carries an ounce of credibility based on the premise of his site in general. My name will be associated with the word "Shity Cafe in West County", as referenced in the title. I don't think that works for me.

So my personal liberties were violated, call it what you want. Regardless of the quality of the food that night, regardless of his experience and whatever he compares it to. There is absolutely no reason why I should have to put up with this, and I should not see a google search with profanity next to my name or in relationship to the business in the community where I live. There is more to this story. But I cannot reveal it. Just know that I remain "out", exposed and authentic in relationship to the things I do and the methods that I communicate. Retorts can be quite fun and I actually enjoyed the experience. Is it to be taken all that serious, really? Hey, I am certainly not one to back down or turn the other cheek when faced with personal attack.

I am sorry for giving anyone the impression that I am not concerned about the problems that the writer had while visiting. The first three weeks were a bit of a challenge. And so is each and every day since. And don't anyone say what has already been said a hundred times. "aren't you too old for this?" Anyway, thanks for reading, as always. I remain as stable yet as cantankerous as ever.

Lone Wolf Gets kick from Ultra Critic dumbass

"The Chief" thinks he is a restaurant critic. So lets give him the time of day for a sec. Check out this dudes critique of The Lone Wolf Coffee Company just about a few weeks after we opened. "World Full of Idiots" seems to be a blog made up of a bunch of squirrels who take pot shots at anything from mainstream media to whatever easy pickins they can find. It is all pretty lame stuff, indulgent and the usual "write for the writer" genre of blog crap. I can't seem to get through a story without dropping it. This happens when writers write for themselves instead of the reader.

In this case, The Chief seems to have a beef with me, way too many reasons to think this. Lets face it, the place is kind of a work in progress, but people like it. I do take it personal, because who wouldn't? I would indeed like to find out who this guy is and figure out what I could have done to piss him off. There are plenty of reasons, I know this. Is it a fired employee? Somebody mad about Greenberg? Some other person whom I have put into perspective? What, a competitor or better yet, a disciple of a competing coffee company!!!!????

Anybody want to out this dude? I would like him to first take down my logo that he is using illegally, second, to have a visit over some coffee so I can council him on what life is like not hiding behind an alias. Let me know. His site sucks, btw, but I am sure the hit count will go up based on my most excellent musings in the retort section. Enjoy directly from his site, as a gift to him.

Wild Canid's Centers Grassroots

Ralph and Betty White, Jack Hanna and Janie, L to R.

I got involved with the Wild Canid Center a couple of months ago. Better known to St. Louis as the Wild Wolf Sanctuary over off of Antire Road at Tyson Research Center, land owned by Washington University. Dr. Marlon Perkins and his wife Carol founded the center in 1971 with a group of friends who were quite worried about the survival of the the species. Today it is the only American Zoo and Aquarium Association accredited wolf facility in the world. Other interesting facts about the center:

• Helped recover the red wolf population from 14 wolves to 160 in captivity and over 70 in the wild.
  
• Helped recover the Mexican gray wolf population from 5 wolves to 235 in captivity and over 40 in the wild.
• Unlike many other wolf facilities, the WCSRC is not a refuge for abandoned pet wolves. Its most important mission is the rearing of endangered wolves for reintroduction; for that reason it is open to the public only by appointment and for a specific part of the wolves?

Now, this is just a short list of the stuff they do and the story doesn't stop here. What I find most interesting is the fact that the organization started grassroots. Marlon and his wife and a group of friends/associates sitting around talking about the wolves, then each of them bucking up to start the process of saving the endangered species. This was 37 years ago, 37 years! When I met recently with daughter Margarette, she shared stories and publications going back to the sixties, of her families efforts to save the wolves, including she herself cutting up chicken on Saturday afternoon chores to feed them as a child. Enter 2009, years later and many wolves saved, the center needs our help.

Last night I invited a group of friends to embark with Janie and I on our new mission--to help re-energize not only the plight of the wolves, but the plight of the organization struggling to maintain its ability to continue on with the Perkins legacy. We plan on making that happen.

I became involved from my usual connecting of the dots (Lone Wolf/Wild Candid Center) and was asked to embark with them to provide donor support at the 2009 Gala event. Like most events that I am asked to provide support on in the way of "in-kind" and or strategic marketing purposes, I can draw a line from the Charity to our business, it wasn't too difficult in this case because of the name and my love for the area, which sits between Lone Elk Park and West Tyson Park along the Chubb trail. I had heard and researched the facility after becoming involved, but never visited the wolves.

By the way, "in-kind" donations of food and services are indeed real dollars to our organization and the concept of strategic marketing has been a tradition and part of the culture of Pfoodman since the company was founded in 2000. Pfoodman Holdings has supported the MS Society, the Arthritis Foundation, the St. Louis Science Center, Trailnet, the Chesterfield Arts and many other not-for profit groups in similar capacities in order to help these important causes raise needed funds for continued advancement.

Now, it usually stops there for us in most cases. We try and spread our resources to help the causes, especially in these times, when all causes truly need the help. The Wild Canid Center is no different and Janie and I plan on getting involved by supporting the center as a family and with Pfoodman/Lone Wolf's continued support with in-kind fund raising stratagies.

They had us at Howlo...
Last night Janie and I hosted a Wolf Howling for some friends and family--a private tour and presentation on the wolves and the Wild Canid Centers work there. Hoping to see and hear the wolves was on the mind of everyone when we arrived. We were not disappointed. "Dude", the alpha male was howling it up upon our arrival and most of the species were available for us to see on this special guided tour, not open to the public. And this ain't no zoo folks, there is very limited human contact. We truly got the vision and the purpose of the Wild Canid Center, as simply put: Save the Wolves.

Please, when thinking of your giving plans for the year, consider the Wild Canid Center. Call me direct at 314-496-2317 to find out more and/or to set up a meeting with Director of Development, Denise Nearing. I will buy the coffee. Get involved like my family plans to. Consider coming to our fund-raiser at Lone Wolf Coffee Company in November 21st, at Lone Wolf. Look for more details soon.

Sunday's Religion

The Sunday night pot roast was a hit, even though we all back away from the meat a little these days. It had been a while since Janie made such creation out of the love and tradition passed on from her grandmother and likely their grandmothers before that. The recipe, as simple as it is, being one that Janie has recreated a hundred times for our small family, another several hundred times for the lineage dating probably back to the caveman days as far as I know. That is a lot of meat if you think about it. I grabbed a bottle of red from the basement, a plumby Zinfandel from a wine tasting I had taught at Missouri Valley College a couple of months ago. The roast needed a half cup. It isn't like we could do anything else with what was left...

We eat out a lot. Can't help it. So when Janie announced at the breakfast table Sunday morning that we would have pot roast tonight, a familiar October family memory popped in: a cool wet early evening, football on the TV, Natalie at the computer doing homework, clicker in hand, surfing, the warmth and smell from the artificial log in the fireplace. It was a great idea and we were looking forward to reliving the family moment that, out of tradition, would be quite meaningful.

It would be one of those nights. While I sipped on the remains of the bottle of red, Natalie sat and talked about school and the classes that she looked forward to taking next semester and the following year at St. Louis University. Psychology being something that she enjoyed more than biology; but not wanting to take as much biology for reasons that she found hard to explain..."tends to limit a certain spiritual acceptance and I am not really wanting to go there" she said. My mouth dropped at such a statement. She had arrived at the steps of philosophical perspective. I thought, "game on". I can finally spar with her on philosophy and hopefully later rely on her as a source for some of my own...processes. I straightened up, lowered my chin and began...a process.

I asked if she was troubled by the concept of religion, spiritualism, logic, science, psychology?--was she more comfortable studying the logic rather than the science because of dis-loyalty, a struggle of some kind, what was the problem? What was it that she didn't want to embark upon?--why would it matter? It occurred to me how interested in this stuff she was-- understanding and putting into perspective the combining of scientific fact with spiritual knowledge, how challenging it must be for her at this age and at this point in her education.

I was taken aback for a moment, realizing that my daughter is really quite smart, different than some of the other kids she knows. Smart like my sister in some ways. File recall smart, not like me with all my connecting of the dots. And I soon found myself in a state of "I don't know what the hell I'm talking about". I realized that I need to know more about this or I will miss out on her stuff, the good stuff. I want to move along with her a little bit as she figures it out. I want to learn a thing or two also, get some of that value added residual "learn on" from the education that I am payin for. Word!

I am delighted and proud to see that she seeks to improve her understanding of this sort of thing, particularly as she embarks on her education. If she seeks to change the world someday, this is a good start.

Btw, I believe our conversation was on the topic of Esoteric Science, or the integration of science, psychology, spiritualism and religion. I studied this for a short time while working on another story a couple of years ago. Little did I know that I would come face to face with my own offspring on the topic. She with more horsepower than I. Me with the spiritual fulfillment of a Sunday family pot roast wine buzz...

GRRR eenberg!

Stltoday.com on Lewis Greenberg's trial

I think the story on the trial is adequately captured in the above link to Stltoday.com--though the choice of photo in that article looks to be hand picked or cropped to enhance the readers opinion of danger value. And the time of year does not truly reflect the artistry and care taken during the seasonal changes and re-vitalization process.

The pictures below are ones that I took today, on the request of Lewis and because the fall colors were shining through. Do yourself a favor and click on each one to experience the color and magnitude.

Since the ruling centered on the danger of Lewis' yard, it must have been deemed appropriate by the editor of Stltoday.com to highlight the cluster of sticks that appear to be in the context of "what if somebody gets impaled" question?" The judge felt the same way and ruled Greenberg guilty because of the danger of "sharpened metals, woods and plastics".


Even though it appeared that the defense missed the mark and did not argue to limit or reduce the prosecutors concept of dangerous material, instead spending hours on "when" the art was considered in violation and "whether" it was indeed art or not, the court decided to turn the other cheek on the freedom of expression debate.

And it was the safest route to go for both judge and prosecutor. Because let's be honest, who wants to fight Greenberg on his terms anyway? I can't fight with him and we certainly don't agree on everything. This, even though we are friends and coexist in our community together. I do know that love and acceptance is better than hate and false judgment. Love the guy and learn a thing or two about our culture, hate him and feel the pain that he feels from people not taking him seriously or accepting his position. That is the way it is with Lewis. It is important to understand this so that you don't fall in to the abyss with all the ill-fated rhetoric and argument that has lead to the division of...well, lots of his relationships...

To learn a little more about Lewis, read my original story written back in 07. Being Lewis Greenberg. You will have to excuse some of the manor of which it was written, it was the first of the Ralph Account and provided this writer with the confidence to continue. I am thankful to Lewis for helping me to become a better writer. Please also read the comments, corrections and responses from the family, these are also within.

Let face it, Lewis' circular pattern of thinking, his method of sorting things out and presenting his ideas--the way he arrives at conclusions, the way he perceives things to be, has sharpened his ability to apply pressure. And now the whole thing has manifested itself into his perspective, with overtones of prejudice, discrimination and fear. All this in response to those who think they have the right to take away his freedoms and those who think that intolerance is part of suburban living--those most often finding themselves in a struggle to understand his personality, vision and civil liberties, according to Lewis.


I must say that I thought Lewis to be fairly composed throughout the trial. He did not speak to anyone after, likely at the advice of his council who said that they would be appealing. When I asked him today if he was disappointed he said: "I was disappointed that I was not vindicated". When I asked him what is next he said: "You know me Ralph, it's business as usual."

Lets point out that he was indeed most recently voted Best Geezer by the Riverfront Times. This in itself an honor to Lewis. And to his fans out there, let it be known that he is honored and grateful. He also wants others to know that the future is bright and he is getting busy on his yard primping and preparing for the seasonal change while looking to provide additional focus on the the memory of the Holocaust and the freedom of speech and expression. He wanted to share some pictures on the much talked about sculpture, "Holocaust Revisited", photos that truly "represent the beauty and quality of my work", he said. He had photos printed to share with me, but since he has no computer or digital camera, no contemporary method of getting them "out there". I said that I would oblige.

When asked about not having a computer he said that too much hate would envelope him if drawn to the negative reaction of naysayers through the Internet. He counts on the people he trusts to, as Lewis puts it: "get the real picture out there".

And for the record, why do I oblige with all this stuff? Well, for starters, it's an intellectual project--that which is in the interest of culture and personality in my community.

My friend asked me last night while I was attending/sponsoring/catering (of all things) The Chesterfield Arts unveiling of The Awakening. She said: "Don't you worry that you need to watch who you associate with, because you have a business not two blocks from the neighborhood from where Lewis' home resides, the people in the neighborhood are your customers, your lifeblood, your income. Aren't you afraid that you will lose business, make people mad at you, have them judge you, hate you, hurt you, say bad things, talk behind your back, run you off????!!!!"

Well, I suppose that could be the case, but I enjoy a challenge and prefer to help the community better understand Lewis as a fellow neighbor, human being, interesting person etc. And, if there is a glimmer of goodness and/or generosity oozing from the old Geezer, I plan to make it my service to write about it. After all don't we all have a canvass of our own that we paint vigorously each day and with great care. It just so happens that Lewis has a part in my painting, my sculpture, my play writing. Does that really mean anything more? I have to communicate with Lewis because he too comes to my business, like all my other customers and I extend the same love and care to him that the others deserve. Go back to the rules on engaging Lewis if there is reason to doubt....

So that was how it ended on Thursday, after what I consider a 5 hour waste of public energy. The real show was today, two hours with my friend and source of unconventional inspiration.

Lewis Greenberg: authentic, intense, old Geezer, artist...

Much more to come...

"Burnin's" on the legs

I felt a little as if I was being dared to ring the door bell of old man Karnes house, or better yet, forced to toss the water balloon from the roof top on the folks below the graduating class at Jeff Jr High School. That is what it felt like when Eric and The Geezer rolled down the ramp on the almost completed highway 40 at Clayton Road and Skinker. We would run the entire new section of sweet smoothness before getting off at Hanley without as much as a whistle from anyone of power.

I am not normally one to be influenced like this, not after John Manning convinced me that throwing the dirt clod at Ronald Parton's car back in the 2nd grade would grant me access in to "the club". It was minutes later that Ronald, who would eventually go to prison, tossed our bikes over a bridge and assaulted Gordon, the other poor sole who listened to John's advice. We all wound up in court.

But this was different, this was a 51 and a 60 year old man telling me that it would be alright, to just go with it, shut up and ride my bike. "What are they going to do, arrest us?" I reluctantly jumped on their wheel as we made our way down the ramp and on to highway 40.

It was just last winter I did a time trial on the other side, inaugurating the newer portion of the highway. The opening happening just in time before I was to slice my wrists because of Clayton Road fury. It was so time to open that section, as it is nearing the time when the second section is to be completed. Why not poach it? We didn't get arrested, our tax dollars have indeed been put to good use, and we were able to "waldo pic" ourselves in a spot where others might not have gone quite yet.

Another thing about these two and their idea of fun. This one including Thrasher and the reason why my legs are still bloody from the Castlewood/Chubb roundabout from Saturday. Five hours and 40 miles of pain. Word to you: Anyone planning on making the way to Chubb by way of the West section of Glencoe railroad trestle should think about what it is like in one of those off-trail eco-exterra competitions. We made it but it was about the hardest thing we have done thus far, this year. The trail is not existent much more and thirty trees are down. No need to slice my wrists, my legs are battered and chewed from the honey suckle and brier associated with this sort of trekking. Paul giggled like a kid all the way to the creek, and then again at the dump, where we never did find our way to the backside of RollerCoaster.

Now, I am not advocating the use of the dump. At one time we found ourselves on the downside of the "hill" in seapage. The water, smelling of sulfur and likely glowing, entered my bloodstream by way of the open gashes on both of my legs. I don't like wearing tights on these guns. So when Eric piped up with "hey, my legs are not bad at all", I dropped him like a water balloon.

So two decent epic centered rides in a row. We are so ready for Burnin that we may change our name from "Old Fu$%##'s" to "The Three OPINKO's". Word.

Lone Wolf yourself

I had the pleasure of sitting and watching one of my employees working today, this while sitting in the Blackhawk Room at Lone Wolf Coffee Company, 15480 Clayton Road. One can sit and watch a multitude of people coming and going throughout the day. The place is quite cozy, this morning in particular because it was raining and the entire day looked to be a wash out, that which would provide a dismal outlook in regard to getting any exercise or moving around the city comfortably to see clients. So I am blowing it off, all of it, and plan on sitting here watching and writing, greeting, talking sh$%t and drinking Full Moon roast.

Nope, today would be the day that I can chill out on my perch, next to my stage and guitars, my wooden Indians, my bikes, my kayaks and all the stuff about me and my friends, all my cool stuff that has found its way from my basement and garage and now in to the cafe, all my pictures of cool people doing cool things. That is what this place is about. I was in heaven and looking forward to letting the day go by just as it should, whatever comes, does (insert sipping sound here).

Then the friggin Internet went out! GADAMIT! --and a line formed at the register where patrons would soon be digging for debit and credit cards to pay for their food and beverage. "No can do" said the cashier to one of the regulars. She also added: "The Internet is out and...psst, you want to see something funny?--that dude sitting over there in the Blackhawk room?--you want to see something really funny?--watch him slam the screen down on his laptop".

It was around then that I looked up and saw the staff-a-slappin their knees in laughter at me.

I like this place, it's fun what we have created, the community likes it too. Our efforts to open our core business, Pfoodman, to the community is somewhat unique and certainly in fashion with what has turned in to a vibrant place for networking and inspiration. Lone Wolf Coffee Company continues to evolve and there are things in the works that will blow your mind in the future.

Here is a question that I have to field from time to time:

"Hey Ralph, what is this I hear about you changing the name of Lone Wolf Coffee Company? We know you like that name and that it has huge meaning to the community in which it resides--the fact that Lone Wolf is the name of the trail overlooking the Meremac River at Castelwood State Park in Ballwin--that Lone Wolf is who you had a little talking to when you were a pushing your friggin bike up that hill on lap number three in the beginner 30+ fat old guy class as a smoker and an overweight pig--Ralph, you can't let that name go, it is we who are counting on you to make sure our voice is heard, that your work will not go un-noticed in the bigger picture. We are counting on you you skinny sombitch. You are truly a lot better looking and quite miraculous now that you have found fitness and experienced that which the Lone Wolf gifted you".

My answer to everyone is to stay tuned. Great things are planned.

I remain, Ralph Pfremmer, proprietor, Lone Wolf Coffee Company L.L.C.

Cause for New Money

I am a giver. And am criticized from time to time because of it. Not because I don't give enough, or because I give to the wrong folks or send the wrong message. But because sometimes it makes no sense to those trying to figure it out. I choose to live up to this standard-- that which I thought relevant early on in my budding entrepreneurial career. And, I continue on.

I think giving is part of good citizenship--seems to be my duty if I continue to maintain a business over any length of time. I have an understanding that, while growing my business, the fortifying of non-profit causes should be a part of my advancement strategy, both for the business and for personal reasons. By the way, non-profit entrepreneurs are some of the greatest hero's of our time and often the most forgotten--some of which hold the secret to the real spirit of entrepreneurship. Think Lindenwood University here, Dennis Spellmann and his staff of loyal folks. I am convinced that it is possible to have a strategy for giving as part of any financial statement and embarked on this as part of Pfoodman's emergence strategy. For anyone wanting examples of how this was the case at Lindenwood, please contact me.

It was a trip to Buenos Aires, Argentina, that got me thinking about this. Winding through the streets of the densely populated city, an economy with very little middle class and and exchange rate equaling 1-3 of US currency. We were kings while visiting on business, setting up retail coffee house restaurants in malls and retail centers. There is irony in this, seven years later we are doing the same in the states. Anyway, every time my host stopped at a stop light, dozens of homeless and unfortunates came running to the cars, always, ALWAYS getting something from whomever in the cars. When I asked my host what the deal was, I was told how the Argentinians held a very high ethical social responsibility...very high on their priorities--it was their moral responsibility to give to those in need and it was not governed over by an authority. And in that city of 10 million people, there were plenty of folks in need. I was intrigued.

Now, I don't often dole out pocket change to folks with their hands out in my town, not in the old US and A. Especially not while my business has oodles of jobs available, lots. And it is indeed a little different here. There is an entitlement here that is not as present there-- lots of resources for the down and out here, albeit, if they are smart and supported enough to find them. It is not as acceptable in my community to pan-handle, pilfer and squat, not near our West County Manse's. So we turn the other cheek when seeing this, looking away from what often ends up being our responsibility by way of politics or additional taxation, if the despair becomes great enough to warrant our attention and if the government continues to amp up the magnitude of social support. Blah, blah, blah...

But that is not where I am going with this. The real essence of my giving is that it is part of the fabric and mission of our business, part of an action plan and strategy--that which defines our culture and personifies our position in the business world and moral acceptance. I find it important to present myself as someone who has the necessary resources to create strategies and innovative processes that can uniquely draw attention to a need or a cause. In fact, it is my mission to perfect this strategy to share with others--to get others on board so that we may make a difference someday for crying out loud. It ain't about the money. So even though I turn my cheek to the sign holding freeway exit folks with their pathetic little dogs, I rarely turn anyone down when they have their hand out in the bigger picture, even though their clothes are clean and their cars are full of gas, the stomachs full, their children healthy. I suppose this is big picture giving.

I have a couple of conditions when giving. And this is where it gets interesting. I want to know what's in it for me (the business). Think about it. How in the hell is it appropriate for me to have conditions prior to giving. How much say should I have in it?-- and what do I get in return? Is it immoral or unethical to have this expectation? How can one haggle over stuff like this? Is giving not enough to satisfy the ego, the martyr in us? Is that what the true essence of giving is? Should we all donate anonymously and/or without recognition or acknowledgement? Look at our brothers and sisters in Argentina, emptying out their parking meter money daily without an expectation of something in return, but significant nonetheless. Do we need something in return?

Let's face it, in the states, its all about capitalism. New money and giving is a strategic marketing strategy and it can be functional and extremely rewarding to the one giving, not to mention the cause on the receiving end. I call this cultural cause marketing; the use of new money or "small business money" as a strategic development method for charities wanting to seek alternatives to the conventional cause marketing paradigm. Lets face it, there is only so much old money laying around. And the numbers are not as many. The "long tail" of small business is significant. Lets go after them! There is power in rallying those businesses capable of giving while sustaining their margins. This while equipping them with the tools for cultivating others to do the same and providing value to their organizations by way of networking, events and camaraderie. Toss in my personal agenda, active living sustainability and wellness, and by Gawd we have some change headed our way. There is an audience, an entire culture and/or tribe of entrepreneurs. We should get others to join the band wagon, have a big party while changing our social condition. Brilliant.

I suppose there is a political message in all this. Not my point. My point is that there is always an expectation on behalf of those giving and it is generally within moral or ethical standard in our culture, here in the states. And new money wants exposure like old money. We want a leg up, strategic alliance, brand placement, shout outs, community awareness, popularity to sell our goods and services. And, we want to have a good time! This is why we do this. "Strategic philanthropy" is now not at all just an old money reference. Lets embrace this in our own way to change the world--that which sets a path to a better social responsibility, not necessarily doled out by our government.

I think social responsibility fits comfortably in the glove of capitalism with the synergy and support of our government in the way of incentives. We must have this to provide our causes with what they need. Take a minute to evaluate your giving and better yet, what you or others whom you might know who stand to gain should a cause be affected by the enhancement and/or reduction of resources mandated by government . Regardless of that, don't be ashamed if you have an expectation. The Churches have been doing it for years.