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Commentary: The Business

Jeff Unger: Business Is Good …A Parable of Our Time

Sometimes it’s a blessing to be hard of hearing and dim of sight.




And it came to pass that once again a great sadness fell upon the land.
For the Ministers and the Bankers had caused their mighty nation despair and hardship.
Throughout the land there was much wailing and gnashing of teeth
For all believed to be lost even their BMW and Mercedes cars.

“Times are bad,” cried the media. “Shares and house prices will continue to fall across the land,”
Warned the subprime lenders and “Unsustainable immigration will be the end of civilization
As we know it” prophesied the philosophers, like Rush Limbaugh, in the taverns.

And lo! The people did believe and donned sackcloth and ashes,
And spoke with lowered voices, bowed heads and much wringing of hands.

But there was one amongst them named “Jeff the Elder” who hailed from Georgia.
Jeff was weak of mind, hard of hearing and dim of sight,
So that he was unable to see, hear or understand how hard times were.
And Jeff fashioned a small shield and emblazoned upon it the words,
“Business is Good” and bound it to his mantle that all might look upon and know.

And as he traveled through the land, the people raised their heads and mocked him saying
“Why fore do you wear such as signs upon your breast saying, ‘Business is Good.’”
And Jeff replied, “Thou knowest my eyes failed me,
Therefore I cannot read the papers which claim misery in the land?
Thou knowest I hear dimly,
Therefore, the mighty warnings of CNN and the Fox News Network reach me not.
Thou also knowest that being slow of mind,
I do not comprehend what wise men say on 47th Street or Wall Street and verify.
I cannot affect the price of precious metal, price of gas or the weakness of the dollar,
So my heart is not burdened, my work remains joyful and I am able to proclaim, ‘Business is Good.’”

Hearing this, the multitude raised their voices and cried aloud, “Jeff, Jeff! Tell us your secrets,
That we might shed our despair and join with you in proclaiming ‘Business is Good.’”
And Jeff spoke humbly, saying all will be revealed in the town of Chicago
During the event known as The INSTORE Show…


Jeff Unger was the president and co-owner of B & N Jewelry (d.b.a. Alisa Unger Designs) and a long-time INSTORE contributor. He passed away in February 2019 after a valiant 10-year battle with cancer.



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