I rented and watched the movie The Soloist the other day. I want to buy it now. My wife asked me if I really thought we would watch the film enough to justify buying it.

I don’t.

I just want to support a good film and have it as a reminder of its message.

This made me thing about why I buy, or don’t buy, certain things from certain places. I don’t have the same intention to seek out and support something “good.”

If we endorse what we buy, then shouldn’t we buy what we endorse? As Seth Godin said, we get what we pay for.

Some of our most cherished works of art originated from the Renaissance. Without the Medici family, many of these works would not have been created. Lorenzo de Medici supported artists from Leonardo da Vinci to Michelangelo. So, without patrons, The Mona Lisa and the ceiling of the Sistine Chapel would not exist for our appreciation.

What we need today are “many micro-Medicis.” We need small armies of patrons who recognize what they appreciate and are willing to support it. Buy from manufacturers with good labor standards. Buy from stores that support the community. Donate to churches involved in good work. Donate to candidates who not only stand on proper (however you define it) values… but prove it with the way they operate their campaign. And yes, purchase movies that communicate rich and powerful messages.

“Patronizing” should cease to connotate negativity. We should all aspire to be more patronizing.