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   . . . Let's make no mistake about this: The American Dream starts with the neighborhoods. If we wish to rebuild our cities, we must first rebuild our neighborhoods. And to do that, we must understand that the quality of life is more important than the standard of living. To sit on the front steps― whether it's a veranda in a small town or a concrete stoop in a big city and talk to our neighborhoods is infinitely more important than to huddle on the living-room lounger and watch a make-believe world in not quite living color.

      Progress is not America's only business―  and certainly not its most important. Isn't it strange that as technology advances, the quality of life so frequently declines? Oh, washing the dishes is easier. Dinner itself is easier― just heat and serve, though it might be more nourishing if we ate the ads and threw the food away. And we no longer fear spots on our glassware when guests come over. But then, of course, the guests don't come, because our friends are too afraid to come to our house and it's not safe to go to theirs.

      And I hardly need to tell you that in that 19- or 24-inch view of the world, cleanliness has long since eclipsed godliness. So we'll all smell, look, and actually be laboratory clean, as sterile on the inside as on the out. The perfect consumer, surrounded by the latest appliances. The perfect audience, with a ringside seat to almost any event in the world, without smell, without taste, without feel― alone and unhappy in the vast wasteland of our living rooms. I think that what we actually need, of course, is a little more dirt on the seat of our pants as we sit on the front stoop and talk to our neighbors once again, enjoying the type of summer day where the smell of garlic travels slightly faster than the speed of sound.

      There's something missing in the sanitized life we lead. Something that our leaders in Washington can never supply by simple edict, something that the commercials on television never advertise because nobody's yet found a way to bottle it or box it or can it. What's missing is the touch, the warmth, the meaning of life. A four color spread in Time is no substitute for it. Neither is a 30-second commercial or a reassuring Washington press conference.

      I spent many years on both Wall Street and Montgomery Street and I fully understand the debt and responsibility that major corporations owe their shareholders. I also fully understand the urban battlefields of New York and Cleveland and Detroit. I see the faces of the unemployed― and the unemployable― of the city. I've seen the faces in Chinatown, Hunters Point, the Mission, and the Tenderloin. . . and I don't like what I see.

      Oddly, I'm also reminded of the most successful slogan a business ever coined: The customer is always right.

      What's been forgotten is that those people of the Tenderloin and Hunters Point, those people in the streets, are the customers, certainly potential ones, and they must be treated as such. Government cannot ignore them and neither can business ignore them. What sense is there in making products if the would-be customer can't afford them? It's not alone a question of price, it's a question of ability to pay. For a man with no money, 99*" reduced from $1.29 is still a fortune.

      American business must realize that while the shareholders always come first, the care and feeding of their customer is a close second. They have a debt and a responsibility to that customer and the city in which he or she lives, the cities in which the business itself lives or in which it grew up. To throw away a senior citizen after they've nursed you through childhood is wrong. To treat a city as disposable once your business has prospered is equally wrong and even more short-sighted.

      Unfortunately for those who would like to flee them, the problems of the cities don't stop at the city limits. There are no moats around our cities that keep the problems in. What happens in New York or San Francisco will eventually happen in San Jose. It's just a matter of time. And like the flu, it usually gets worse the further it travels. Our cities must not be abandoned. They're worth fighting for. not just by those who live in them, but by industry, commerce, unions, everyone. Not alone because they represent the past, but because they also represent the future. Your children will live there and hopefully, so will your grandchildren. For all practical purposes, the eastern corridor from Boston to Newark will be one vast strip city. So will the area from Milwaukee to Gary, Indiana. In California, it will be that fertile crescent of asphalt and neon that stretches from Santa Barbara to San Diego. Will urban blight travel the arteries of the freeways? Of course it will― unless we stop it.

      So the challenge of the 80s will be to awaken the consciousness of industry and commerce to the part they must play in saving the cities which nourished them. Every company realizes it must constantly invest in its own physical plant to remain healthy and grow. Well, the cities are a part of that plant and the people who live in them are part of the cities. They're all connected; what affects one affects the others. In short, the cheapest place to manufacture a product may not be the cheapest at all if it results in throwing your customers out of work. There's no sense in making television sets in Japan if the customers in the United States haven't the money to buy them. Industry must actively seek to employ those without work, to train those who have no skills. "Labor intensive" is not a dirty word, not every job is done better by machine. It has become the job of industry not only to create the product, but also to create the customer.

      Costly? I don't think so. It's far less expensive than the problem of fully loaded docks and no customers. And there are additional returns: lower rates of crime, smaller welfare loads. And having your friends and neighbors sitting on that well-polished front stoop. . . .

      Many companies feel that helping the city is a form of charity. I think it is more accurate to consider it a part of the cost of doing business, that it should be entered on the books as amortizing the future. I would like to see business and industry consider it as such, because I think there's more creativity, more competence perhaps, in business than there is in government. I think that business could turn the south of Market Area not only into an industrial park but a neighborhood as well. To coin a pun, too many of our― cities have a complex, in fact, too many complexes. We don't need another concrete jungle that dies the moment you turn off the lights in the evening. What we need is a neighborhood where people can walk to work, raise their kids, enjoy life. . . .

      The cities will be saved. The cities will be governed. But they won't be run from three thousand miles away in Washington, they won't be run from the statehouse, and most of all, they won't be run by the carpetbaggers who have fled to the suburbs. You can't run a city by people who don't live there, any more than you can have an effective police force made up of people who don't live there. In either case, what you've got is an occupying army. . . .

      The cities will not be saved by the people who feel condemned to live in them, who can hardly wait to move to Marin or San Jose― or Evanston or Westchester. The cities will be saved by the people who like it here. The people who prefer the neighborhood stores to the shopping mall, who go to the plays and eat in the restaurants and go to the discos and worry about the education the kids are getting even if they have no kids of their own.

      That's not just the city of the future; it's the city of today. It means new directions, new alliances, new solutions for ancient problems. The typical American family with two cars and 2.2 kids doesn't live here anymore. It hasn't for years. The demographics are different now and we all know it. The city is a city of singles and young marrieds, the city of the retired and the poor, a city of many colors who speak in many tongues.

      The city will run itself, it will create its own solutions. District elections was not the end. It was just the beginning. We'll solve our problems ― with your help, if we can, without it if we must. We need your help. I don't deny that. But you also need us. We're your customers. We're your future.

      I'm riding into that future and frankly I don't know if I'm wearing the fabled helm of Mambrino on my head or if I'm wearing a barber's basin. I guess we wear what we want to wear and we fight what we want to fight. Maybe I see dragons where there are only windmills. But something tells me the dragons are for real and if I shatter a lance or two on a whirling blade, maybe I'll catch a dragon in the bargain. . . .

      Yesterday, my esteemed colleague on the Board said we cannot live on hope alone. I know that, but I strongly feel the important thing is not that we cannot live on hope alone, but that life is not worth living without it. If the story of Don Quixote means anything, it means that the spirit of life is just as important as its substance. What others may see as a barber's basin, you and I know is that glittering, legendary helmet.

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