The Ojai Post

Scariest possible concept: "the city should immediately open a financially viable and stable tourist office."

Scariest possible summation: "The challenge is to market Ojai the Ojai way: attract quality tourists who will appreciate Ojai's special features."

Yikes!

The last thing Ojai needs is "quality tourists" or any other kind of tourist. There is nothing "viable" about money. Money is the downfall of humankind and of the earth.

Should people have the right to come to the Ojai Valley and enjoy its beauty? Of course.

Should the town of Ojai concern itself with "marketing" the Ojai Valley? Of course not.

How can anyone rightly sell the beauty of this valley -- or any beauty, for that matter? Who owns the beauty of the Ojai Valley? Who should profit from it? How can anyone rightly say that they are the ones who should sell it? What price will they name? Who will decide?

"Tourists" means "money." We don't need money. People are welcome, though.

Sincerely,

Jock Doubleday
Director
Natural Woman, Natural Man, Inc.
A California 501(c)3 Nonprofit Organization
http://spontaneouscreation.org
director@spontaneouscreation.org

Good morning Jock,

The tone of your disrespectful comments is very hurtful.

This side of you saddens me deeply.

May I ask:

How do you pay your bills?

How do you buy food?

How do you earn a living?

Ojai has been "marketed" as a health, wellness and spiritual destination since it was first discovered by white settlers in the 1800's.

That is a fact. Please read "The Ojai Valley, An Illustrated History," by Patricia L. Fry.

I posted this editorial by my longtime friend because his philosophy is similar to mine.

It was not written out of the blue but in response to questions that were asked at the City Council Candidate Forums and, more recently, at a series of meetings on marketing Ojai.

The authors organization is also non-profit,(as is yours). He has worked tirelessly to create something beautiful for Ojai that has a positive rippling effect through the whole community.

I'm a big fan of The Ojai Retreat. It's one of the reasons I live in Ojai. I was working for a startup tech company in Santa Monica, and needed a long weekend to get away. Ali-Sun googled "ojai retreat", we found the actual Ojai Retreat, and had a great weekend. We came up every 4-6 weeks for the next year, staying at the Retreat every time, before figuring out the financial situation that allowed us to move here. Who knows, without The Ojai Retreat, there may be no Ojai Post.

Still waiting for that natural birth demo and while you are at it, please give me all of your money, or better yet, please donate it all to some worthy cause, such as a mental health clinic...

You little note above proves the point we have all been trying to make for months, that you are truly and purely, the "Ojai Village Fool."

No Ojai Post? I can't get my mind around that...

I know, can you imagine???... "Yikes!" :)

I recommend a great author on the topic of sustainable small-towns. His name is Michael Shuman and he's written 2 great resources for towns like Ojai, with actual practical "to-do's". The most recent book is called the Small Mart Revolution:
(http://www.small-mart.org/the-small-mart-revolution)
There's a link to free action checklists. His first book is called "Going Local". I recommend both these books to focus on the practical, do-able solutions to keep small towns vibrant and thriving.

I think if you actually read what he wrote, Ulrich showed a lot of sensitivity to the implications of marketing. His point of departure is that Ojai is going to be marketed in any case, and so we might as well do it the right way. It is a very interesting question -- the way he develops it -- because it goes to the issue of the essential nature of Ojai.

p.s. to Dharma: You have a very sharp wit. It makes me laugh, but I hope I never get on the receiving end of it!

For the cowardly (that is, anonymous) "Dharma to Jock":

In fact, I do have that natural birth demo DVD you spoke of. Are you courageous enough to post your name and address so I can mail it to you?

It's called "The Joy of Natural Childbirth: Mothers and Fathers Tell Their Stories." It's 30 minutes of interviews with couples who birthed naturally.

I worked many weeks without compensation of any kind interviewing these couples and making this DVD, with a friend named Jack Fitzpatrick, who also worked for free. Did you get that? For free. No money involved. Anywhere. I know it's hard to believe, because you've been taught that money rules all. But not only did we make it for free, I will be happy to mail it to you for free, if you will promise to pass it on to someone else after you've viewed it.

To "david." If you think "Dharma to Jock" has a "sharp wit" because he calls people fools . . . hmm. Well -- everybody is entitled to their opinion. :)

But back to the subject at hand: turning people into money.

When I was in college, I took a course called "Popular Culture in the Age of Literacy." One of the first things the teacher asked us was, "What does TV sell?"

We came up with a lot of answers: "sex" -- "advertising time" -- "happiness" etc. The teacher told us that these were all legitimate answers. Then he gave us his answer:

"TV sells units of your attention to advertisers."

Of course, he is exactly right. And if you think about it, what this means is that we, all of us, were long ago turned into cash-value products -- that is, money.

And turning people into money (persons into tourists) is exactly what Ulrich wants to perpetuate in " Marketing Ojai the Ojai Way."

When Ulrich talks about a "holistic marketing plan," we see that this is a contradiction in terms. "Holistic" refers to a natural system of interconnectedness. "Marketing" refers to an artificial system of disconnection. What is the mechanism of disconnection? Money. Money disconnects us from nature and from ourselves.

I'm not going to go into how money disconnects, because you're all smart enough to figure it out, if you spend a few minutes this commerce -- I mean, this Christmas -- thinking about it. But I will give you a few original bumper stickers for the road:

MONEY: CULTURE'S BRIBE TO MAKE YOU OTHER THAN YOU ARE
DARE TO QUESTION THE OMNIPOTENCE OF MONEY
DARE TO LOSE THE MONEY GAME
MORE IS LESS
JESUS: ON SALE NOW

Sincerely,

Jock Doubleday
Director
Natural Woman, Natural Man, Inc.
A California 501(c)3 Nonprofit Corporation
http://spontaneouscreation.org
director@spontaneouscreation.org

I still hope you will answer the questions about how you pay your bills without money.

How is the world going to find out about your DVD's, unless you market them?

Your web site is a form of marketing.

To market your DVD to a wider audience you need a holistic marketing plan, including distribution through childbirth educators, maternity stores, amazon.com, etc.

How are you going to pay for the advertising, copying and mailing all those DVD's?

Suza,

Your question: "How are you going to pay your bills?" assumes that I have bills.

Most people pay rent. I don't. I have done work trades and housesitting and pet sitting for 17 years. These living arrangements do not bring electric or water or gas or rent bills to my mail box.

It has been a long road to get to a "bills-free" life, and I'm not saying I have never paid a single bill in 17 years, because I have. And obviously somebody on the properties I've lived on paid all of the bills I mentioned.

I was raised in the same society you were -- that is, in a society in which bills must be paid. So it's not strange to hear that all of us have paid and are paying bills in one way or another.

But if I were to make a proposal -- as Ulrich has done -- about what Ojai should do in the near and far future, I would not stick with the system we were given, since the system we were given clearly does not work.

I would propose a system that actually works -- that has been proven to work for millennia before money came onto the scene. I would make this proposal in an article titled "Unmarketing Ojai the Ancient Way." The article would consist of one sentence: "Approach people as people, never as commodities." What kind of community would arise in the wake of such an approach?

Other questions that come to mind:

Do you feel that rent is natural? That is, is the concept of rent something that came with the planet, or was it invented? Would it be necessary to use money if you lived in a tribe? Would the concept of money exist? What would money be used for, if all was provided by nature -- and "by the tribe for the tribe"?

You made this statement: "How is the world going to find out about your DVD's, unless you market them?"

I have no interest in the world finding out about my DVD, because then I would have to spend my life mailing out DVDs, and that's not how I want to spend my life. Nor do I want to pay someone else to send them out, because then I would have to spend my life making enough money to pay that person to send them out, and that's not how I want to spend my life.

It's true that people can make a tax-deductible donation of any amount to my nonprofit and receive the "Joy of Natural Childbirth" DVD. But this is by word of mouth only -- I don't advertise it -- and I'll as easily and happily give it for free and usually that's what I do. I can't remember a time when the nonprofit has received anything for it.

The idea that I would make this or any other DVD to profit from it monetarily -- or that that's how people should proceed with their own informational DVDs -- is a sad one. It makes me sad that that's the frame of the conversation: "How do you profit from X."

And likewise it makes me sad that Ulrich has written an article titled "Marketing Ojai the Ojai Way" in which he openly states that he wants to advertise and market "wellness."

I've met Ulrich a couple of times at the Farmer and the Cook, and he strikes me as an amazing, wonderful guy. I'm not at odds with him, with you, or with wellness. I'm just trying to change the frame of the conversation from "How can we market wellness?" to "How can we make people well?"

You made this statement: "Your web site is a form of marketing.

Actually, it isn't. If it were, my nonprofit would have something to sell. In fact, we have nothing to sell. You can donate toward my five-year book project, "Spontaneous Creation: 101 Reasons Not to Have Your Baby in a Hospital" (no minimum donation) . . . or you can ask for it for free, and I'll send you the eBook .pdf: 350 pages of searchable information. (And don't forget the free online "Endnotes Section," 350 more pages of key quotes -- all fully searchable -- from the childbirth literature up through the year 2005.)

But let's get back to you, Suza.

Is political office attractive to you because of the money? Or do you desire to change things for the better because you understand that virtue is its own reward?

How would you feel if the people of Ojai framed your campaign with questions like:

"What groups will benefit financially from your political decisions?"
"Aren't you and those groups just in it for the money?"
"Isn't your campaign just a form of marketing?"

It seems to me that there are so many other, better, ways to talk about the good that you want to do.

Sincerely,

Jock Doubleday
Director
Natural Woman, Natural Man, Inc.
A California 501(c)3 Nonprofit Corporation
http://spontaneouscreation.org
director@spontaneouscreation.org

Dear Jock -

Marketing doesn't have to be for-profit, nor does it have to be for direct sales. Having a website that presents a certain point of view is marketing - you are trying to reach a certain receptive audience, aka a market.

Putting hyperlinks in comments is marketing. Participating in message boards, having a MySpace page, sending out emails to a group of 65 recipients, using certain photos, cover art and fonts - it is all marketing.

Putting your curriculum vitae online, using a photo of yourself in a tie, using your audience to get yourself on Oprah? Ahem. Marketing.

http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx

And Jock?

This:

"Jock Doubleday
Director
Natural Woman, Natural Man, Inc.
A California 501(c)3 Nonprofit Corporation
http://spontaneouscreation.org
director@spontaneouscreation.org"

is marketing.

And I find it interesting that the guy who thinks marketing is evil is the guy who makes a point of marketing his organization and website every time he posts here.

There are a lot of people with websites and organizational concerns (both for profit and non profit) who don't need to so overtly market themselves when they post.

On other topics -- Ulrich, thanks for this great article! I think you've come up with some marvelous thoughts that I hope the Valley can explore.

Along those lines, and the suggestion of the book Going Local, I'd love to mention an organization that I think is doing some wonderful things around local communities:

BALLE -- Business Alliance for Local Living Economies

You can find out more at http://www.locallivingeconomies.org

One of the things I love about BALLE is that they are imagining the economy of a community (remembering that the word economy comes from "oikos" -- Ancient Greek for house -- no particular money connection to the word's origins) is about resources. All resources -- from the arts, to business, to community groups, etc., and how communities can support and celebrate and utilize all of their resources to benefit their residents. Yes, money can be a part of that, but it sure isn't all of it.

The Ojai Retreat is a wonderful example of the kind of resource that builds a healthy local economy -- sure, they work hard to bring in visitors and the Valley benefits from their dollars. But the Valley also benefits from their ideas and their energy. And from a place of beauty and friendliness that those of us who live here can access as well!

Best,
Leigh

Jock, I appreciate you taking the time to write all this in a friendly way.

Tyler has pretty much summed up what I was going to say about marketing...I clicked and read all the links above, just to be sure!

Perhaps we can continue this discussion another day...

Thanks, Leigh, our comments crossed in cyberspace!

Ulrich, you know how to ask the right question.

I recently returned from a three week visit to Chicago, Detroit, Western Wisconsin and various parts in between. Thanksgiving with family, reconnecting with old friends and experiencing snow and cold weather.

My son and I took the train practically everywhere, took the southern route to and the northern route from.

I realize better that Ojai is my home away from home. Ojai is where the juice is. That's why Ulrich's post is so interesting for me.

Ulrich's solution is right on the money, love money that is. The five points are so true.

I remember the new city manager saying that Ojai was a real town which was before the council demonstrated that real to them meant comfort money, not love money.

I've said it before and I'll say it again: Ojai has two living prophets, MT and JD. As is the case with prophets, they are quite irritating to us good citizens.

The best marketing is word of mouth. MT is putting out the good word about Ojai in his descriptions of Ojai as feminine which is supported by her name, history and natural environment. JD is telling us loud and clear that OJai is not supposed to be patriarchal.

It is urgent that we talk about the nature of Ojai. I feel it more than ever that Ojai has a destiny to fulfill, and all of us are needed.

The Ojai Post is providing a venue for intelligent conversation. Some folks prefer the shallow end and some like to dive off the board into the deep water. One dip is not better than another; just different.

What the world needs is love, sweet love. Ojai is set up to deliver it when she gets her act together.

Betsy on council is a start politically. Betsy and Suza would have been better but we get what we get, and it's still early in the game.

Ojai has to show the way. I don't know of any other community that can do it. All real and virtual roads lead to Ojai, not to Rome. Rome is about empire; Ojai is about empathy- for the earth.

I thought about taking a sabbatical from posting but it's too much fun to forego. Besides I've already gone off the deep end and proved to be shallow as can be.

Got to go. Keep on keeping on you know.

Fortunately for Jock - Dhama pulled her punches...Hopefully there's more coming...

and David, there's no reason to be afraid of Dhama. She's like Kali and only wants your skull

I am in Paris for Christmas this year. What a treasure life is. And I'm so thankful to have Ojai as a home that I will love to return to early in 2009 after the Holidays are done. Hopefully the deluge has passed and your umbrellas and galoshes have been holding up. Its merely gray and a tad misty on this side of the pond.

Now, in reference to Ulrich's editorial, which I read first in the Ojai Valley News. I was touched by his thoughtful approach to an issue that has vexed me often over the seven plus years that I've lived here. When my days as a reporter were done at the OVN paper, I had no desire to move away. I was so pleasantly stuck. I found my earthly home. So I still must ask a similar question as Ulrich: how can we make this town most viable for people who require retreat and rejuvenation? How can we whisper loudly that Ojai is the ultimate spa, and the ultimate escape from the hustle and bustle, and that in this town respite comes first and work second. I think of potential marketing one-line phrases that don't quite work like: "Ojai: A town of powerful women and lazy boys..." or, "Ojai: Where you never lose your lover, you just lose your turn." And then maybe something like "Faraway so close," perhaps more feasible. It makes me wonder what any of your favorite Ojai sayings are, eh? I like feedback.

I almost agree with Jock when he questions the statement that Ojai doesn't need quality tourists. And then I'm like, "No!" Quite on the contrary, quality tourists need Ojai. Don't you agree? People who live and 'work' in this world need a place to escape once in a while, whether it be for a day trip, or a lifetime, Ojai is a destination of solace and comfort. No doubt that is why many of us are proud to be residents of this community. We desire it permanently and have found our way of making this dream come and stay true. When the sun rose on my first day in our Valley, I knew it was true for me: I'd found a place that my heart recognized as home. I have no plans to move away anywhere; no matter how beautiful Europe may be. Gotta have that sunshine.

What troubles me most is that Jock's comments are so couched in a fear-based mindset. He writes, "scariest" and "yikes" in the first few sentences of his comment. Well Jock, perhaps your problem is not with tourists invading and destroying our community, but more of a personal issue with a lack mentality. Do you feel a little greedy with your gold that you've found? Personally, I feel there's plenty of Ojai to go around. And I know I'm correct in saying that what Ojai doesn't want it chews up and spits out. Whether this be the too-fast-paced LA type who never leaves the confines of the Inn and only drinks and eats at Jimmy's Pub, or the layabout who can't find a job so eventually wanders on, its no matter. Ojai will take care of itself. I'm confident of this. But Jock, I don't know you very well. I'm just basing this on what I've read of your posts. Furthermore, I don't money is the downfall of humankind. I think humankind is evolving quite nicely. Are you with us? Bankers and fractional reserve lending practices are another issue to be addressed. Money is a fabulously convenient tool of energy exchange. Its just an idea we've all (pardon the pun) bought into. If you've got a better mousetrap please let us know, without any marketing, of course. And congratulations on your bartering successes. Keep going man.

Ulrich, as I know him, on the other hand, comes most directly from a place of love for a wonderful town and a truly magical Valley that he's found partly because of the spiritual visionaries who have come before him. He's determined to share his message for those with the proper ears, "Hey all of you who need rest and Retreat, I'm right here ready and waiting for you to show up... I'll take care of you at my Inn atop the hillock where others have come because they understood what a most specifically typical place can do for the mind, body and soul." To this I nod, "thank you kind sir."

Jock, I think you're good for the Ojai Post. If it wasn't for your kvetching, maybe no one would have commented on this editorial by Mr. Brugger. You are the grain of sand that brings the pearl. Your posts are so often the darkness that reminds me to look for the light. Thank you, grumpy sir, you inspired me to write today.

Now, to marketing, (my apologies Tyler, et al) which I'm most obligated to address, since I am only one stumble away from begging for house sitting gigs, using the library Internets and making my calls from the pay phone by the post office. Please know that this Xmas trip to Europe has been given to me as a gift . And yet I restate, because I'm also only one escalator away from reaping the rewards of marketing/licening/embellishing our town with the preeminent logo/brand. With just one more day of dark and evil commercial opportunity available to you to get the ultimate Ojai thing for your loved one and dear-heavenly-baby-Jesus-wrapped-in-swaddling-clothes willing, your needed size is still in stock at the Ojai Village Pharmacy in the corner of the far too often photographed and/or plein aire painted, World Famous and Most Fabulous Ojai Arcade. Go visit Sara, Ellie and Gwen and pick up a hand-printed, authentic, original ojai smiley face t-shirt or hoodie for yourself or someone you love. Then when I return I can pay my cell phone bill, buy some salad from the Farmer and perhaps enjoy a libation from one of the local pubs. I want to pay for things, I want to trade and be a boat in the river of currency, but I also insist, that I create my wealth by engaging in a life and work that brings me and other people joy.

Merci beaucoup and Happiest of Holidaze to you all, particularly Jock and Ulrich and Tyler. My thoughts and words wouldn't be here without you.

cw

Rama dhama-ding dong,

No, I didn't pull my claws, a kinder, gentler woman in the yogic form of Suza who controls this particular post did that...

Oh well, I still believe that Jock is an agent of the Illuminati and is in fact on their payroll. Who else could contrive such nonsense day in and day out to distracts us all from our higher purposes and not pay bills?

If it's not the Illuminati supporting him, could it be Jock is just another freeloader or trust fund baby making fools of all the rest of us?

Especially those among us who actually carry babes to term? (naturally, of course)

And kudos to Tyler, Suza, Chris, David, Leigh, etc. for their intelligence and persistence in the face of madness.

And Dennis, you poor old soul, give it a rest... The day MT grasps the true feminine spirit will be the day the earth does stand still...

cw, I enjoyed your post. I was especially taken by the phrase: "Ojai, the place where you never lose your lover..." I didn't resonate with the rest of the sentence.

I disagree with Dharma's take on MT. A womam is more than a female body. She's a consciousness. In name, herstory and natural setting, Ojai as womam has much to teach; and MT speaks her language as well as anyone.

As for Jock, I choose to come to his support again. I've been with him on a couple of gardening and seeding projects. I spent a full day with him going to LA for the "End the Fed" rally. My experience of him is that he is an intelligent, extremely dedicated and focused man. I liken him to a prophet because he speaks truth to power, which is We the People. The fact that he gets so much flack testifies to his credibility. Prophets never held an honorable position in their home town. The Bible puts it like this: "A prophet is not without honor except in his own country."

I agree with Jock that "marketing" Ojai is an oxymoron. A real town does not have to advertise itself. It will be known by its good deeds and the benefits which may or not be money will follow. Money itself is a whole other story but suffice it to say that what we have now is "blood" money; and Jock is right on the money in that regard.

I am happy that Jock is welcomed as a commenter and I hope he keeps commenting.

And Dharma, are you saying that Suza restricted some of your comments?

Dharma, you also say that "The day MT grasps the true feminine spirit will be the day the earth does stand still..." You know of course that perceptually the earth does stand still for us, and therefore you have paid MT the dearest of compliments. You speak truth despite yourself.

As far as I'm concerned MT and JD speak for Ojai in a womam's voice. "Hell hath no fury like a woman who has been spurned in her love." Like the earth, Ojai is Love and she is being treated dishonorably to say the least.

JD is only the messenger; don't kill him before he gives you the information that could save you.

DL,
Please explain Love Government...

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