Joe Issa Puts Ideas, Self Esteem Above BMWs

The Jamaican face of oil and energy, successful businessman and philanthropist Joe Issa, is believed to be true to his word today, as he was three decades ago when he put ideas and self esteem above possessions.

For it was with ideas and self esteem that made him hugely successful and popular in the business community, and among citizens in particular for his philanthropy.

“I said it at graduation and I‘ll say it again today,” Issa said in an interview, as he responds to the primacy possessions hold in today’s generation, stating “we have lost nothing if we still have our ideas and our self esteem.”

I a philosophical approach to urging acceptance of change in daily life, so that it does not break one down, Issa, in his valedictorian speech in 1988, used some stereotypes which he experienced when he entered university in the USA.

“I remember being asked: ‘what does your dad do?’ and, ‘does your mom work?’ A true indicator that some people’s value systems, came with the question: ‘what kind of car does your dad drive?’

“Does it matter? Does it change who I am? If we lose our BMWs, our standard of living, or our computers, surely we will still have our ideas and our self esteem,” Issa said, stating, “Change cannot take these away from us! But change is inevitable.”

In challenging his graduating colleagues to respond positively to a reduction in privileges, if and when it comes, he asked: “Will we share our reduced wealth? Well, will we be crushed? Or, will we be ready to persevere and conquer as we, the class of 88, meet the new century, the height of our social and economic power?

Issa’s ideas have been many and successful including the cool brand he founded and built from a gas station to a retail conglomerate of over 50 companies.

But it was Issa’s self esteem, which is said to have brought him his biggest deal when he was sought in the buyout of Shell’s assets in Jamaica.  


In addition, Issa is said to have persevered and conquered after losing privileges in 2003 and is sharing his wealth – the fruits of perseverance – through Cool Charities, a subsidiary of his Cool Group. 

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