--- title: 5 Life Lessons From the Founder of J.C. Penney description: James Cash Penney's golden rule for ups and downs of life. canonical: https://time.com/4244925/jc-penney-life-lesson/ author: Shane Parrish article:opinion: true article:content_tier: free article:published_time: 2016-03-04T13:00:27.000Z article:modified_time: 2026-08-04T08:03:16.428Z article:section: Ideas og:title: 5 Life Lessons From the Founder of J.C. Penney og:description: James Cash Penney's golden rule for ups and downs of life og:url: https://time.com/4244925/jc-penney-life-lesson/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt79eac7a161a909fb/69887feaab6d7748606a8ae9/james-cash-penney.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3559 og:image:height: 2002 og:image:alt: A portrait of James Cash Penney, founder of the JC Penney department store chain, on June 5, 1952 in Columbia, Mo. og:type: article twitter:card: summary_large_image twitter:title: 5 Life Lessons From the Founder of J.C. Penney twitter:description: James Cash Penney's golden rule for ups and downs of life twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt79eac7a161a909fb/69887feaab6d7748606a8ae9/james-cash-penney.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # 5 Life Lessons From the Founder of J.C. Penney > Sponsored content. 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"What we’re seeing right now is the Latinization of the United States and it’s a huge process that is well under way" says says Ramos who is a news anchor with the Univision network._ by [Shane Parrish](https://time.com/author/shane-parrish/) ## Shane Parrish Mar 4, 2016 1:00 PM UTC  A portrait of James Cash Penney, founder of the JC Penney department store chain, on June 5, 1952 in Columbia, Mo. A portrait of James Cash Penney, founder of the JC Penney department store chain, on June 5, 1952 in Columbia, Mo. Underwood Archives/Getty Images by [Shane Parrish](https://time.com/author/shane-parrish/) ## Shane Parrish Mar 4, 2016 1:00 PM UTC --- > “” --- Many are unaware that the department store J.C. Penney was originally the work of a man named, appropriately, **James Cash Penney**. Penney was raised in Missouri by a father who doubled as a preacher and a farmer. After a career full of turbulence, James became manager of a _Golden Rule s_tore in Evanston, Wyoming. The stores traded in dry goods — grain, flour, beans; anything that wouldn’t spoil. After a few years of success, Penney was offered his own store in Kemmerer, Wyoming, and took his shot. Penney turned the venture into a great success, and by 1913 had ownership of 34 Golden Rule stores which were renamed **J.C. Penney**. He’d go on to expand the chain into a dominant national department store chain that continues on today, albeit in a less prosperous form. In 1949, Penney published a very slim book called [_My Experience with the Golden Rule_](http://www.amazon.com/gp/product/1258335026/ref=as%5Fli%5Fqf%5Fsp%5Fasin%5Fil%5Ftl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1258335026&linkCode=as2&tag=noisefreeinve-20&linkId=MI6B5WKUO56CB443) _—_ it didn’t describe in detail his retail experience, but instead his thoughts on the Rule itself. The little volume has some beautiful passages worth sharing. He speaks with a bit of a Southern Baptist tone, but whether you are a spiritual person or not, the lessons hold. ### **On the Teachings of Life** He starts with a refrain which echoes our [favorite from Joseph Tussman](https://www.farnamstreetblog.com/2016/02/joseph-tussman/): --- > “” --- ### **On The Challenge of Ethical Principles** --- > “” --- ### **On the Value of Having One’s Principles Tested** Penney proceeds to tell the story of his father forcing him to start earning his own money if he wants new clothes. Upon earning a small amount, he buys a pig and uses the earnings from the first pig to bankroll the purchase of many more, until he’s got about a dozen. It’s then that his father tells him he must get rid of the pigs due to complaints, even though James would have to take a loss on the sale. --- > “” --- ### **On Holding Fast to Ethics When You’re Riding High** Penney spends some time discussing his relationship with employees and his hope to develop them to their highest purpose. His basic idea is that _“…to hire a man and literally leave him as is, is the beginning of a degree of human dissatisfaction that can go to any length.”_ And then he returns to the Golden Rule: --- > “” --- ### **On Advice to Young Men in Finding Their Purpose and Career** Penney closes with an admonition that the purpose of life is to find the calling to which you can devote your time and energy and feel fulfilled. As he makes clear, devoting your energy to something which you care about and feel fulfilled by is the highest purpose you can achieve: --- > “” --- **_This piece originally appeared on_** [**_Farnam Street_**](https://www.farnamstreetblog.com/2016/02/james-cash-penney-and-the-golden-rule/)**_._** _You do want to get smarter, don’t you? Connect with Farnam Street on_ [_Facebook_](https://www.farnamstreetblog.com/fbtime) _and_ [_Twitter_](https://www.farnamstreetblog.com/ttime) _for more insight._ **Join over 70,000+ readers and get a free weekly update via email** [**here**](http://www.farnamstreetblog.com/newsletter/) ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/4244925/jc-penney-life-lesson/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4244925/jc-penney-life-lesson/"},"headline":"5 Life Lessons From the Founder of J.C. 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