
I was standing in line at a gas station off Highway 15 the other day, behind a farmer buying coffee and a contractor buying chewing tobacco, when I realized nobody in America has a regular job anymore.
The farmer looked like he’d been awake since the Truman administration. The contractor looked like he’d lost an argument with a chainsaw. Both of them had dirt on their boots and neither one had posted about their morning routine on social media.
The guy who owns a lawn service isn’t mowing grass anymore. According to Facebook, he’s “cultivating outdoor experiences.”Buddy, you’re cutting Bermuda grass behind the Dollar General. Let’s not get carried away.
I saw another fellow recently who described himself online as a “serial entrepreneur.”That sounded impressive until I discovered he owned two vending machines, a pressure washer, and owed his mama forty dollars.
Im certainly glad the Morris brothers never referred to their scrapyard as Automotive Retirement Planner or End of Life Vehicle Transition Coordinator.
When I was growing up in North Mississippi, introductions were a whole lot simpler.
“That’s Mr. Basil. He owned the parts store. He was no retail solutions executive. Just the fellow who sold you a head lamp and knew your daddy.
“That’s Coach Thomas.” Coach Thomas taught driver’s education, coached boys basketball, girls basketball, baseball, softball, and probably would’ve coached synchronized swimming if the school board had asked. He drove a bus route, mowed the baseball field, chaperoned the prom, and spent half his life telling teenage boys to pull their pants up. Nobody called him an educational consultant. They called him Coach.
Then there was Willard at the beauty shop. Willard knew more about Union County than the sheriff, the tax assessor, and the FBI combined. If somebody’s cousin’s nephew got arrested in Tupelo at 2 a.m., Willard knew by 2:15. And she didn’t need an app.
My daddy’s generation never worried about personal branding. They worried about rain. A man might spend twenty years at the furniture factory in New Albany, forty years farming soybeans outside Myrtle, or his entire life turning wrenches in a garage in Pontotoc. Nobody called themselves a thought leader.
They just thought.
And most of the time they kept those thoughts to themselves, which honestly improved the quality of public discourse considerably.
Maybe I’m old-fashioned. Maybe spending too much time around farmers, nurses, mechanics, preachers, and schoolteachers has ruined me. But I’ve noticed the people doing the most useful work in Mississippi rarely spend much time talking about themselves.
The farmer growing soybeans doesn’t call himself an agricultural influencer. The third-grade teacher isn’t an educational architect. The lineman restoring power after a tornado isn’t posting inspirational quotes about overcoming adversity while hanging eighty feet in the air.
They’re too busy actually overcoming adversity. They just go to work.
Which, now that I think about it, is probably the strongest personal brand in Mississippi.
Though if somebody can figure out how to put “owns two vending machines and a pressure washer” on a business card, we’re all in trouble.






