Finalist Q&A: GENiUS iN THE MORNiNG

Genius in the morning is an indie-entrepreneurial venture whose aim is to promote and strengthen local communities through creativity, design and community participation. They are an entirely do-it-yourself, grassroots organization, which subscribe to the ethics that are intrinsic to the sustainable movement, such as an emphasis on creativity, strong local communities and social and environmental awareness. From their business cards to t-shirts to web design, they use local, handmade, sustainable goods and services whenever possible (and they say it’s almost always possible!).

How did you come up with the idea for your business, and what, or who, is your main source of motivation?
The general concept of GENiUS iN THE MORNiNG began with a bumper sticker idea. We scrounged up some change and created “saving the world turns me on” stickers (because hey, it does!). They were created for our own use, but we ordered them in bulk intuitively thinking they had great potential. However, for a good year they sat around collecting dust, save handing them out here and there to friends. Once enough stickers got around, the response to the sticker design was overwhelmingly positive and motivating, and eventually a local retail boutique asked to carry them. When they sold like hotcakes, we realized it was time to get serious about doing something meaningful with the slogan.

We have always had a steadfast interest in creative community participation, and that is the point from which we started brainstorming. We knew we wanted to fashion a project/business with creativity and community participation at the heart of it. We knew we didn’t want to conduct a “business as usual” operation. On top of all that, we strongly desired to be a creative catalyst for progressive change. So after sorting through many details, things began falling into place and GENiUS iN THE MORNiNG was born.

We use the word ‘genius’ in direct relation to Ralph Waldo Emerson, our top advisor. Emerson saw that the majority of people dismiss their own creative ideas simply because it’s theirs; because they believe they aren’t creative they discredit their ideas. Consequently, people usually succumb to self-doubt and conformity. He says, “To believe your own thought, to believe that what is true for you in your private heart is true for all—that is genius.” We agree with this sentiment, so we got courageous and acted on our idea. Overall, we strive as individuals and as business ladies to illuminate the genius in others and ourselves.

What is a unique feature of your business?

GENiUS iN THE MORNiNG is an intimate experience. We want as much as possible to be personalized. We aren’t interested in writing checks to large, pre-established charities, where tangible change is sometimes difficult to see (where does the money go anyway?!). We want to know the people our aid benefits; we want them to feel connected to the project. Therefore, our business is designed so that selected applicants are involved in the process of creating a t-shirt that is personal to their cause. Since the design is reflective of their cause, they are more apt to get involved with spreading the word about the product; there is a sense of pride within each recipient. While most businesses are very exclusive, community participation is unique to GENiUS.

What are your thoughts on the connection between small business and the local community?

We believe a critical component to small business ventures is to strengthen whichever local community they take root it. That is essentially why they are small
businesses and not corporations. Where corporations largely weaken local communities by outsourcing profit, small businesses—if done right—keep money circulating within their local community. Strong local economies are prerequisites to a strong, well-distributed national economy. Small businesses traditionally keep their eye on the health of the community around them, rather than sending profits out of state into the dubious pockets of faceless, unaccountable CEOs.

Why should the Idea Cafe regulars vote for you?

Idea Cafe regulars should vote for GENiUS iN THE MORNiNG if they have faith in the power of creativity to produce positive change. And if you believe profit and benevolence can, and should, coexist, your vote surely belongs with us because that is exactly what we are out to prove.