Written By JR Robinson

They say character is what you do when no one is watching. But in Memphis, we act like everyone is watching—waiting for us to slip, waiting for the headline, waiting for the failure. It’s exhausting. We are a city of heavy lifters, the capital of Grit and Grind, but let’s be honest: even the strongest backs get tired.

We live in a world—and sometimes a city—that is addicted to the loud. We scroll through feeds that scream about crisis, division, and the "disaster of the week." It’s noise. It’s static. And if you’re like me, living with that constant hum of ADHD and the weight of just trying to navigate the daily hustle, that noise can be paralyzing.

But every now and then, you cut through the static and find a signal. A clear, steady frequency that isn’t trying to sell you a miracle cure, a political agenda, or a subscription model you can’t cancel. It’s just trying to remind you of who you are.

That’s what I found when I stumbled across Mr. Do The Right Thing.

This isn’t just a blog. It isn’t just a t-shirt brand. It is a mirror held up to the face of Memphis, asking us a simple question we’ve stopped asking ourselves: Are we walking with integrity?

I want to take a deep dive into this movement because it aligns perfectly with what we shout about every day here at JustMy: Amplifying the Good. ### THE WHAT: More Than a Brand, It’s a Code

Let’s strip away the marketing fluff for a second. Mr. Do The Right Thing (also known as Mr. Keith’s) is a digital sanctuary for "simple words, honest thoughts, and daily motivation."

But if you look closer, you realize that "Mr. Keith" isn’t some AI-generated avatar or a coastal influencer trying to capitalize on Southern charm. He is the Blue-Collar Philosopher of Memphis. He’s a husband, a father to two daughters, and a hard-working man who built a life on grit—actual grit, not just the hashtag we put on our basketball jerseys.

The "What" here is a platform that combines storytelling with tangible action. It is a hybrid model of Content + Commerce + Charity. It’s a space where you can read a post about "People Taking Care of People"—like their recent feature on the Dorothy Day House—and then immediately pivot to supporting that mission through their shop.

In a digital landscape filled with "fast food" content—quick, greasy, and bad for your heart—Mr. Keith is serving up home-cooked wisdom. The brand’s slogan is simple: “Do the right thing.” It sounds easy, right? But anyone who has lived a little life knows that doing the right thing is usually the hardest thing on the menu.

THE WHEN: The Timing is Everything

Why write this article now? Why does this matter in 2024 and 2025?

Because we are in a Crisis of Confidence.

Look around. We are tired. Memphis is tired. We are looking for leaders, but we keep looking to the podiums, the press conferences, and the viral videos. We are waiting for a savior to swoop in and fix the potholes, the crime, and the economy.

Mr. Do The Right Thing reminds us that leadership doesn’t start at City Hall. It starts at the breakfast table. It starts when you’re stuck in traffic on I-240. It starts when you find a wallet in a parking lot.

The "When" is this specific moment where Memphians are craving authenticity over polish. We don’t want another slick PR campaign. We want a guy who says, as Mr. Keith does, "Life isn’t always easy, and we get that." We need this now because the "Grind" has become all-consuming. We are working harder than ever, but are we working better? Are we working kinder? This platform is the antidote to the burnout we are all feeling. It’s a permission slip to slow down, take a breath, and reset your moral compass.

THE HOW: The Mechanics of Generosity

This is where the rubber meets the road. It is easy to post a motivational quote on Instagram; it is much harder to cut a check.

I was blown away when I looked at the mechanics of this organization. This isn't a for-profit company that throws a few pennies at a cause for a tax write-off. Mr. Do The Right Thing donates 25% of its proceeds to local Memphis charities.

Let that sink in. 25%. That is massive.

And they aren't just throwing money at random "awareness" campaigns. They are targeting the infrastructure of hope in our city. They are supporting:

• The Peyitforward Foundation

• Catholic Charities of West TN

• Firefly Creative

I want to pause on Firefly Creative for a second. I’ve written about them before. They are catching lightning in a bottle for our kids, providing creative outlets that save lives and build futures. The fact that Mr. Do The Right Thing is backing them proves to me that Mr. Keith gets it. He isn’t just looking for clout; he’s investing in the next generation.

This is Circular Community Economics. You buy a shirt or a mug because you like the message. That money goes to Mr. Keith, who keeps the lights on and the blog running. But a quarter of that money goes right back out the door to feed a hungry family, shelter the unhoused, or put a paintbrush in a child’s hand.

THE WHERE: A Digital Front Porch with Memphis Roots

While the website mrdotherightthing.com is accessible to the whole world, the heart is local.

When you visit the site, I want you to look at it differently. Don’t see it as an e-commerce store. See it as a Digital Front Porch. You know how we do in the South. We sit. We watch the cars go by. We talk. We share stories not to brag, but to connect.

That is what the "Dogooders Blog" is. It’s the porch conversation.

The stories are drawn from our streets, our struggles, and our resilience. When Mr. Keith writes about perseverance, he isn’t quoting a textbook; he’s quoting the life of a blue-collar worker in the Mid-South.

It is vital that we have these "Third Places"—even if they are online. We have our homes, and we have our jobs. But where do we go to just be human? Social media has become a battleground. The news sites are anxiety factories. This site is a sanctuary. It’s a place where you can go to recharge your battery before you head back out into the fray.

THE OUTCOME: The Architecture of Accountability

So, what is the endgame here? What happens if 1,500 people read this article, go to the site, and buy in?

First, there is the Economic Impact. Real dollars flow into the nonprofits I mentioned above. That’s quantifiable good.

But the second outcome is the Psychological Shift. We start changing the narrative of the city.

I call it the "Architecture of Accountability." When you wear a shirt that says "Do The Right Thing," you are making a silent contract with everyone who sees you. You can’t wear that shirt and then cut someone off in traffic. You can’t wear that shirt and be rude to the barista. You become a walking billboard for integrity.

Imagine walking down Beale Street or through Shelby Farms and seeing fifty people wearing that message. It creates a "tribe" of people who are signaling to each other: "I’m on your team. I’m not here to tear this city down; I’m here to build it up."

It creates social cohesion. It reminds us that despite our political differences, our different neighborhoods, and our different backgrounds, the vast majority of us just want to be good people. We just need a reminder.

WHY MEMPHIS NEEDS MORE OF THIS: The "Grind" Needs a Soul

This is the closer. This is why I’m passionate about this.

Memphis is the city of Grit and Grind. We wear that badge with honor. We know how to work hard. We know how to take a hit and keep moving. But sometimes, we grind so hard we forget why we are doing it. We forget the "Soul" part of the equation.

Memphis needs Mr. Do The Right Thing because we need permission to be good to each other again.

We have become so defensive, so guarded. We walk around with our armor on tight because we’ve been hurt. Mr. Keith is asking us to take the armor off, just for a minute.

He is teaching us that:

• You don't have to be perfect.

• You don't have to have a title to be a leader.

• Integrity is the ultimate disruptor.

Think about that. In a corrupt world, honesty is a rebellion. In a selfish world, generosity is a revolution.

We need more of this because "Good Vibes" isn't just a hippie slogan. It’s a survival strategy. If we don't start amplifying the good, the bad will drown us out. We have to be active participants in the narrative of our city.

Let’s Get Amplified

So, here is my challenge to you.

Don't just click the link. Don’t just skim the headlines. Go to mrdotherightthing.com. Read the "About" page. Read a blog post. Internalize the message.

And then? Go out and do the right thing.

Not because you’ll get a tax break. Not because you’ll get likes on Facebook. And not because anyone is watching. Do it because that is who we are. Do it because Memphis deserves the best version of you.

Mr. Keith has built the platform. He’s set the table. Now it’s up to us to pull up a chair and join the conversation.

Let’s keep moving forward.

~ JR