James Cash Penney

Tears streamed freely down eight-year-old Jimmy’s cheeks. He knelt alongside his bed, trying not to think about the pain in his throbbing feet. His feet were blistered from the holes in the soles of his shoes. In fact, there were no soles on the bottom of his shoes. For a while, Jimmy had been using cardboard as soles so that he was not walking around the farm barefooted, but the rain had ruined the cardboard and now the sharp rocks damaged his feet. Although the pain was immense, that was not the reason he was crying. He wept because he saw no solution at hand.

“Lord, you are my Provider. I put my trust in you. I have no shoes and my feet are blistering. Make a way, Provider, I need your help.” The answer to this simple, reverent and earnest bedtime prayer paved the way for Jimmy to become a person of integrity.

From an early age, Jimmy was extremely committed to helping his father around their farm. Jimmy enjoyed the early morning routine—waking up before the sunrise and heading straight out to the barn to milk his favorite cow, Blossom. Jimmy’s father, James, kept a close watch on his livestock and fields. He walked the farm each morning to ensure that all the animals were being cared for and fed

His father was a hard working farmer and a “strict disciplinarian”1. In addition, he pastured a local church and Jimmy’s grandfather was also a minister. Rev. James was committed to raising his son to become a man of integrity. In fact, both Jimmy’s Pa and Grandpa teamed up on many occasions to sow seeds from God’s Word of integrity in Jimmy’s heart.

The morning after Jimmy’s prayer for shoes, Rev. James walked into the barn to check up on Jimmy. Jimmy was humming his favorite church hymn and rhythmically pulling on the patient cow. Jimmy would sing a line then tug at Blossom. His milking went something like this: “This little light of mine” yank. “I’m going to let it shine” yank again.

Jimmy’s dad demanded “Where are your shoes, boy?”

“In my room Pa,”

“Are you trying to catch a cold son, is that what you’re trying to do?” Jimmy’s dad was upset. Jimmy was not supposed to be in the barn barefooted.

“Pa, let me explain” Jimmy knew he was in trouble. “Yesterday, it was pouring rain. While I was doing my chores, the cardboard I’d been using for the soles of my shoes got ruined. I need some new shoes Dad. Will you buy me some?”

Rev. James didn’t mention new shoes. “I don’t want you to get sick, son. You know we can’t afford for you to see a doctor. You get on inside and wait for me in my study room”.

This was bad news to Jimmy. If they were going to meet in the study room he was in deeper trouble than he expected. Jimmy was also curious about why his father didn’t answer his question. Why am I in trouble? Jimmy wondered. I know I went in to the barn barefoot, but I have no shoes. I couldn’t be in that much trouble, could I?

By the time James walked into the study, Jimmy was one nervous eight-year-old. The man sat down and looked sternly at his son for a moment. “I know you must be wondering why I would bring you into my study room, Son.” He sighed and his gaze softened. “Don’t think it’s because you’re in trouble. You’re not. I brought you to my study room because you are old enough for us to have a real conversation, man to man”.

Jimmy asked quickly “Do you have enough money to buy me some shoes?”

The direct question caught Jimmy’s dad off-guard. He didn’t get have a chance to pull himself together. Truth was, they were living in a difficult time. Farmers were having trouble just holding on to their lands and it was a struggle to keep the farms profitable. Jimmy’s words were like a bullet shot from a hidden gun, fired so quickly that nothing shielded the bullet from penetrating its target.

James’ shame overwhelmed him. Tears immediately formed in his eyes as he began to speak, “I know you are worried about not having any shoes, Son. I have something very important that I must explain to you. It has been difficult for me and your mom to provide for you children lately. We don’t have money to buy you new shoes. As a matter of fact, we don’t have money to buy you any clothes at all. We can barely feed ourselves at this point.” The older man took a deep breath. “If you want some shoes bad enough, you are just going to have to find a way to buy yourself some.”

Jimmy was filled with sudden enthusiasm. Yes, things were tough, but his dad believed in him. Rev. James had given Jimmy permission to do something about his situation. That kind of encouragement must mean there was something Jimmy could do to earn the money he needed.

An entrepreneurial fervor sharpened his thoughts. Why, the melons have just ripened, Jimmy realized. We grow the best melons in this entire county. And the County Fair is this weekend, just two miles down the road.

Jimmy woke before sunrise that Saturday morning and quickly loaded the wagon full of delicious, perfectly ripe melons he and his father had harvested just a day or so ago. Full of confident anticipation, the young boy set off toward the fairground. When he arrived at the gate of the County Fair, he was confronted with an unexpected obstacle—the Fair charged a fee to the vendors who wanted to sell their goods and produce. Jimmy didn’t have money to pay the gatekeeper to get into the County Fair.

Jimmy was determined and quickly thought of a solution. He parked his wagon full of melons a little ways from the entrance to the Fairgrounds and called out to people as they approached the gate. Much to Jimmy’s delight people soon flocked to his wagon and purchased melons by the dozen. After a while, Jimmy realized that he needed to sell just few more melons to have enough money to get some brand new shoes. Young Jimmy was like a warrior on the verge of winning his first battle.

In the midst of Jimmy’s selling frenzy, a man jumped from an approaching wagon and grabbed him by the shoulders. “What do you think you’re doing?” Startled, Jimmy turned to face his dismayed father.

“I’m trying to sell enough melons to buy me some shoes Pa.” Jimmy answered in a small frightened voice.

“Listen to me, Son, what you are doing is wrong. The people in that Fair paid full price to sell their produce. You’re taking advantage of them. You didn’t pay anything to compete against them. How would you like it if they used illegal tactics to compete against you?”

Rev. James kneeled down in the dusty road to look directly into his son’s eyes. “Remember this commandment and don’t you ever forget it: You ought to do unto others as you would have others do unto you.”

Fair goers passed around the father and son’s intense conversation. The sounds of the fair were muted in the background as cows and chickens and goats bleated and cackled and farmers and townsfolk laughed and called out to one another. Rev. James continued to explain Integrity.

“Listen to me closely. It is not by coincidence that the shoes you are wearing have holes in the bottom. You’re feet wouldn’t be full of blisters right now if the owner of the local clothing store was a man of integrity. He sold us defective shoes. God is teaching you something. You must have integrity in all your business dealings and God will help you succeed.”

Jimmy never forgot those words that penetrated deep into his eight-year old heart on that busy, dusty road. The seeds that were sown that day would reap a great harvest.

With Rev. James’ help and guidance, Jimmy paid the fee and moved his wagon into the Country Fair. He sold all of his melons and stand earned the money he needed to purchase new shoes. He shopped carefully and purchased the best looking, best quality pair that he could afford. When he saw how the kids at school admired his nice shoes, Jimmy—the Golden Rule Boy—recognized the benefits of a principle that would stick with him all of his life: a clothing store should keep its integrity while selling nice, well-made and high-quality products at affordable prices.

As an adult he was called “Golden Rule Penney.” He continued to uphold the standard of integrity he learned from his father and grandfather. That standard was given by Jesus Christ. Jimmy began a retail clothing store franchise originally known as The Golden Rule Stores. You would recognize Jimmy by the name of James “Cash” Penney (his employees called him Cash, because of his hatred for debt). His stores were later renamed to J.C. Penney.

James Cash Penney was unwilling to sell cheap clothes, such as the defective shoes he wore as a child. His success with J.C. Penney stores earned him the position as the largest retailer in the United States. He was eventually surpassed in retailing by an employee he mentored in integrity, Sam Walton.

His achievements opened doors for him that would have never been available without his integrity. Jimmy’s childhood should encourage everyone to strive toward disciplined life of integrity.

“So in everything, do to others what you would have them do to you”

Mathew 7:12

Thanks to the following for contributions to this article:

Tibbetts, Orlando L. The Spiritual Journey of J.C. Penney (City: Publisher, 1983),

Plumb, Beatrice.  J. C. Penney: Merchant Prince, (Minneapolis, T.S. Denison & Company Publishers, 1963)

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