Namasté is a Sanskrit greeting popular on the Indian subcontinent. It literally means “I bow to you,” but has been given numerous other translations, such as “the light in me honors the light in you.”
The word has had two recent and notable appearances in American popular culture—neither particularly flattering. On the television series Lost, namasté is the chosen greeting of participants in the “Dharma Initiative,” a group of hippies who abandoned civilization to travel to a magical island in hopes of forming a utopian sub-society but instead were slaughtered by the mysterious “Others” indigenous to the island. On the internet, satirical blogger Dan Lyons used the greeting as a trademark for his quasi-fictional alter-ego, Fake Steve Jobs—a maniacal, billionaire CEO trapped between the stresses of his ego, hippy roots, and drive to create the coolest electronics products on the planet.
Last week, President Obama injected the word namasté into the American political lexicon when he traveled to Denver to sign his $787 billion stimulus bill into law and honor a company called Namasté Solar. The symbolism of this move was lost on most mainstream and new media commentators (with the notable exception of Glenn Beck, who inspired me to look into the company more deeply). But small details some times illuminate larger truths. Hopefully the Obama White House did not put much thought or vetting into their choice of Namasté Solar for the bill signing. If they did, the message of their chosen symbol is quite disturbing. The story of Namasté Solar reads like an Ayn Rand novel. The company is not a business so much as a quasi-socialist experiment, one that is failing dramatically.
According to the company’s website, Namasté Solar is “an employee-owned electric company dedicated to the betterment of the planet by bringing clean, reliable, and affordable renewable energy technologies to homes, businesses, and nonprofits.” The company prides itself on its “values-based business model and reputation for philanthropy,” as well as its commitment to “maintain the highest standards of environmental stewardship, customer satisfaction, employee morale, community involvement, and professional integrity.”
Okay, fine. That’s all very nice. The annual reports for most Fortune 500 companies probably contain the same empty rhetoric. So what?
At Namasté Solar the rhetoric is not empty. The company has put these principles into effect in its day to day operations. It has a “democratic process for decision-making” that ensures “each co-owner’s voice is heard and every one has equal opportunity to discuss and debate.” The company also donates 1% of its annual revenues to community charities and has “a flat salary structure whereby no one earns more than twice what anyone else earns.” Every employee gets six weeks paid vacation every year, and no one works more than 50 hours per week. The goal of these policies is “holistic wealth,” which it defines as wealth that “[b]enefits all stakeholders equitably—customers, employees, investors, communities, and the environment—as opposed to inequitably benefiting any stakeholder(s) at the expense of any other(s).”
The problem is that some of Namaté’s “stakeholders” are being treated “inequitably”—namely, U.S. taxpayers. Even before President Obama’s stimulus package, Namasté was being heavily subsidized by tax incentives. The company’s website has a full page explaining the “rebates and incentives” available to its customers. It details different tax scenarios for “residential,” “small commercial,” and “large commercial” customers, and concludes that “state and federal incentive programs can reduce your total ‘out of pocket’ costs for a solar electric (PV) system by as much as 60-70%!!!” (emphasis in original).
With such generous government subsidies, you would expect Namasté Solar to be a runway success, but it’s not. At the bill-signing ceremony, the company’s CEO explained that although there is “overwhelming” demand for solar installations, in recent months the company has frozen hiring, “slashed” budgets, cut work for subcontractors, “slashed budgets again,” and is having “difficult and challenging conversations” about layoffs.
Now, alas, hope and change have arrived. The President’s stimulus package contains even more federal subsidies for solar installations. According to the company, “[t]he most immediate assistance to homeowners and businesses in the stimulus package is the creation of grants through the Department of Treasury for 30% of the cost of solar property placed in service during 2009 and 2010. This replaces the investment tax credits with up-front cash.”
With this background, I believe that President Obama’s choice of Namasté Solar as the thematic backdrop for the bill signing is disturbing.
From the outset, the company’s “business” practices are simply irrational. For example, mandating that no one in the company make more than double any other person is just silly. Employees should be compensated based on the value they bring to the company. Is the CEO’s value to the company only twice that of, say, the company’s most junior janitor? I think not, but if I am wrong the CEO is most certainly incompetent. A flat pay scale is not—to use the company’s word—”equitable.” Either the CEO is being underpaid or the janitor is being overpaid, or some combination of the two. Such an arrangement is “equitable” only if merit and economic value are excluded from the calculus.
I am not, however, challenging Namasté’s right to run its business poorly or irrationally. To the contrary, I whole-heartedly support their God-given right to pursue happiness in any way they choose. I think they will fail, but I hope I am wrong and wish them the best of luck in their endeavors.
But my ambivalence towards their internal practices fades as the tax subsidies underwriting those practices increases. The next time I am working late or on a weekend, and half of the fruits of my labor are being taken by government taxation, I will surely recall that Namastè’s employees never work more than 50 hours per week thanks to taxpayers like me.
Some might argue—seemingly validly—that the indirect tax subsidies that Namasté receives pale in comparison to the huge, direct bailouts we have seen in recent months. Of course, some of us opposed those bailouts, too. Thus, the fact that Namastè’s subsidies are smaller gives little comfort.
Moreover, in an important sense, this is an unfair comparison. Take the proposed bailout of the auto industry as an example. Imagine that before any bailout consumers who buy GM cars receive 60-70% of the purchase price in the form of tax rebates. Would any policy-maker seriously argue that such subsidies are too parsimonious? Does anyone believe that turning the rebates into upfront grants would save the industry? Is such an industry worth saving? The point is that the bailouts may be larger in absolute dollars, but on a size-adjusted basis Namasté’s subsidies are far more substantial.
There is another difference between the bailouts and the unprecedented subsidies that Namasté receives. Even amongst those who have supported them, the bailouts have been portrayed as a necessary evil. By contrast, President Obama plucked Namasté out of obscurity and made it the defining symbol of the economic “change” he is trying to effect. The message the President was sending was honorific, normative, and—in my view—downright scary. Does President Obama believe that the path to our economic salvation lies in subsidizing failing companies to the tune of two-thirds of their gross sales? Does he believe that traditional business metrics such as value, efficiency, and (dare I say it?) profit should be replaced by “holistic wealth”? Is Namasté being praised for its economic potential, or for the fact that, as its name is meant to imply, it is a “business” that attempts to embody trendy leftist values?
Simply put, I do not want a business to “bow” to me or “honor the light” in me. I want it to provide me with the goods and service I need and desire as cheaply as possible with the highest possible quality. If a business succeeds in that goal, I will be fiercely loyal to its brand and will patronize it regularly. The business will make money, employ people, and grow the economy, and my needs will be satisfied efficiently. If I want enlightenment, or to learn about honoring another soul, I’m not going to look to a business (or to the government). I will look to my God, my family, and the most cherished values they both have taught me. By choosing Namasté Solar as a symbol for his first legislative victory, I fear President Obama has something different in mind.