Please do not worry. This series of posts is not an attempt to create a sequel to the cult classic “Attack of the Killer Tomatoes.” These posts are my response to the growth of a boutique mentality that I see infecting much of today’s culture. The title is derived from a New York Times op-ed column entitled “The Edamame Economy,” written by David Brooks.
In his column Brooks chronicled the rise of a new fad in the hospitality industry, the boutique hotel. Even before I read Brooks’ column, I was composing a post I tenatively entitled “The Boutique Mentality.” This post was inspired by a blog posting entitled simply “Boutique.” The post was written by John Assunto, President & CEO of The Hudson Group, a specialized, executive search and business coaching firm. “Boutique” was a combination commentary and advertisement for The Hudson Group and their process for helping educational institutions fill their C-level positions.
Brooks’ began his column by waxing nostalgic about a simpler day in travel dominated by railroads. He continues by giving the Hilton chain faint praise for creating a sense of familiar luxury experiences that are the same no matter where you travel. He also paid lip service to the discount hotel chains, down the street and around the corner, that provide you all you really need for a night’s stay at one third the price of the luxury suites in the upscale chain hotels. However, the boutique hotel provides a unique experience, usually at double or quadruple the price of the typical luxury suites.
Brooks explains his choice of the column title by noting that edamame is the pretentious name for soy beans. It signifies something distinctive and decidedly different from the common farm crop that is used as animal feed, the basic ingredient for a common milk substitute, cooking oil, and Oriental condiment.
Assunto’s post and ad for his executive search firm attempted to drive home the point that if you wanted the best, you had to deal only with the best. This idea carries to the extreme the logo of Mercedes Benz: “The best or nothing.” This mentality has infiltrated almost every aspect of today’s culture. This constant pressure is over-whelming organizations of all sizes and families from every socioeconomic status.
In future posts in this series I will speak to a threat that I believe The Edamame Menace poses for American family life, religious life, business enterprises, financial/industrial complex, health care industry and higher education. In the meantime, I leave you with the lyrics from an 1848 Shaker Hymn, “Simple GIfts, normally attributed to Elder Joseph Brackett:
‘Tis the gift to be simple, ’tis the gift to be free,
‘Tis the gift to come down where we ought to be.
And when we find ourselves in place just right
‘Twill be in the valley of love and delight.
When true simplicity is gained,
To bow and to bend, we shan’t be ashamed
To turn, turn will be our delight
Till by turning, turning we come ’round right.
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