Predicting (and Fulfilling) the Future
Remember the Ouija board?
I’ve been thinking of Ouija lately, wishing I could bring that oracle of my youth to bear on the current economic crisis. I can recall holding my hands lightly over the heart-shaped message indicator, my eyes closed in anticipation and my disbelief suspended, if just for a moment. Silence, giggles, then all was revealed…
Today, since Ouija seems no less reliable than any other source of prognostication about our shared economic future, I think I’ll call upon the oracle once more. How will Berkshire County weather this recession? What strengths can we draw upon to help us through these tough times? What new strategies should we deploy? Ouija—Reveal your knowledge!
Back to the Berkshires is my prediction.
Ouija has spoken. What does it mean? Here’s my interpretation:
The Berkshires are the antidote to the culture of excess. Across the country, finance, real estate, food supply, energy, consumer markets, and other sectors have been rocked by a culture built on short-term profits, greed, and disregard for the long view. Berkshire County has escaped many of the worst excesses through prudent business practices. Our local banks are sound. We have a robust creative economy. We’re not immune, but we’re resilient, and our native assets are the ones most needed right now.
The manufacturing shoe has already dropped. While regions across the country shed tens of thousands of manufacturing jobs, the Berkshires have already weathered that storm. We’re retraining workers, solidifying support systems like the Berkshire Compact for Higher Education, and committing ourselves to the adaptive reuse of historic structures.
There’s no better time to invest in the Berkshire creative economy. The creative sector is diverse—the Berkshire Creative Economy Council defines it as those goods and services in which the aesthetic, intellectual, and emotional engagement of the consumer gives the product value. In the Berkshires, this sector includes non-profit cultural institutions, commercial businesses, and individual artists. The creative economy employs 10% of our workers, and drives the hospitality industry, which employs 25% more. Creative enterprises bring money into the Berkshire economy—by bringing people here and exporting our goods and services around the country and world.
We already have a strong foundation for collaboration and local economic independence. The essence of the creative economy is a diversified cross-section of businesses working together to strengthen our communities. Sole proprietorships and small businesses abound in the creative sector. These will be the catalysts for economic activity and recovery around the country—and we already have a solid base of them here. We also have BerkShares, a local currency that supports and reinforces our “buy local” micro-economy.
We have a powerful brand—let’s use it! Simplicity, authenticity, principled living, wellness, environmental stewardship, locally sourced foods, sustainable agriculture, green energy, culture, creativity, and innovation are the hallmarks of our Berkshire lifestyle. The Berkshires are a model, and a highly saleable brand.
May these prophesies be self-fulfilling. Speaking of which, this just in from Ouija—
Broadband needed for the entire Berkshires.
Laurie Norton Moffatt is the Director/CEO of the Norman Rockwell Museum and co-founder of Berkshire Creative.
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