A Fool's Errand: Creating the National Museum of African American History and Culture in the Age of Bush, Obama, and Trump

by Lonnie G. Bunch III

Founding Director Lonnie Bunch's deeply personal tale of the triumphs and challenges of bringing the Smithsonian National Museum of African American History and Culture to life. His story is by turns inspiring, funny, frustrating, quixotic, bittersweet, and above all, a compelling read.

In its first four months of operation, the Smithsonian National Museum of African American History and Culture surpassed one million visits and quickly became a cherished, vital monument to the African American experience. And yet this accomplishment was never assured. In A Fool's Errand, founding director Lonnie Bunch tells his story of bringing his clear vision and leadership to bear to realize this shared dream of many generations of Americans.

Outlining the challenges of site choice, architect selection, building design, and the compilation of an unparalleled collection of African American artifacts, Bunch also delves into his personal struggles--especially the stress of a high-profile undertaking--and the triumph of establishing such an institution without mentors or guidebooks to light the way. His memoir underscores his determination to create a museum that treats the black experience as an essential component of every American's identity.

This inside account of how Bunch planned, managed, and executed the museum's mission informs and inspires not only readers working in museums, cultural institutions, and activist groups, but also those in the nonprofit and business worlds who wish to understand how to succeed--and do it spectacularly--in the face of major political, structural, and financial challenges.

Genres: Nonfiction, History, Memoir, Museums, Politics, Race, Biography

288 pages, Hardcover

First published September 24, 2019

Reviews

[Carrie · Rating 5 out of 5]

As a museum professional I have read a lot of museum books but I have never read a museum book like this one. It will remain one of the best books I have ever read. I had tears, chills, outrage. I held my breath at times. It was full of glorious emotion. I’m still in awe that Bunch created the Smithsonian National Museum of African American History and Culture starting with a staff of one, no money, no collections, and no building. And what he created is a beautiful history of America. As he wrote, it is a museum of the American experience, from the perspective of a community. It is an American history museum. I’ve been to the museum a few times, and it is profoundly moving on many levels. He built one of the most beautiful buildings, and furnished it with a staff, collections, history, culture and love. He accomplished this Herculean task while navigating the obstacles of working with the Federal government, a notoriously bureaucratic organization, and race. And he did all of this in 11 years! He is careful to credit everyone who made this mission possible, from the truly accomplished staff he hired to all of the people who donated the necessary funds. This could have been an incredibly boring, but informative and important book to read. But Bunch has a magical way with words. He made this book a page-turner. His vast knowledge of history, his incredible experience, and his storytelling genius combined to create this wonderful work. Throughout this history of the creation of the NMAAHC he gave us marvelous, and titillating tidbits about working with the federal government and the Smithsonian institutions. Lonnie Bunch had a vision and he made it happen. And we can all see what a great vision it is every time we stand outside or set foot inside the NMAAHC.

[Emily · Rating 5 out of 5]

From its preface through its final pages, Lonnie Bunch III’s A Fool’s Errand seamlessly weaves together the personal and the political in ways that humanize the work that went into envisioning, planning, funding, building, and opening the Smithsonian National Museum of African American History and Culture... It is a valuable contribution to the conversations Americans need to have in order to reshape history by acknowledging race at the country’s center.

[Lea Winston · Rating 5 out of 5]

This book made me laugh out loud and brought me to tears. One of the best nonfiction/memoir/museum books I’ve read. It was such a fascinating inside-look into the intricacies involved with founding a new Smithsonian museum. Bunch opens up about the challenges facing the new museum, from disbelievers to fundraising to federal bureaucracy. Yet throughout the entire process his nearly unwavering optimism and desire to prove the haters wrong allowed him to open NMAAHC in an incredibly fast 11-year period. The innovation NMAAHC brought to the field is remarkable - from the Treasures tours to build the museums’ collections to the digital media involved in the exhibitions and the inclusion of a café with amazing food that supported the museum’s mission. It is incredibly remarkable that the museum started as a staff of 2 in 2005 and opened in 2016 to national acclaim. NMAAHC and Bunch’s leadership provide a blueprint for what excellent museums and their leaders can and should be - places that make a country and a people better. As an aspiring museum educator, I am incredibly inspired and impressed!

[Carole · Rating 4 out of 5]

Living near the District of Columbia, I followed the development of the National Museum of African American History and Culture (NMAAHC - Congress named it) with interest. A new museum on the Mall is a rare thing, and I feared it might end in disappointment, as did the National Museum of the American Indian. But Lonnie Bunch was an inspired choice to bring it to creation, and he did not disappoint. He conceived a broad American theme, informative to all, and at the opening ceremony he opened his arms and the museum to all America and said "Welcome home." Bunch recounts his more than ten year effort in a comfortable narrative which reveals his hard work, creative energy, overriding vision, management skill, fundraising ability, and self deprecating sense of humor. He stayed grounded throughout and overcame daunting obstacles and mind boggling details to get the museum open while "the brother" President Obama was still in office. He insisted on the highest standards of excellence and scholarship, and the results are evident. It is a magnificent museum. Bunch has since been named the director of the entire Smithsonian system. He has left a lasting legacy at NMAAHC (Congress named it) and the story of how he did it is a worthwhile read.

[char · Rating 4 out of 5]

A feel-good tale of success, where so many people's hard work, dedication, and historical savvy come together to reach this momentous achievement. Four stars instead of five because the rose-colored glasses seemed too thick at some parts. How can you bemoan the ruin of Hurricane Katrina, and later praise George W Bush without acknowledging the role he played in that catastrophe? Otherwise a valuable resource in demonstrating what strong, creative, and thoughtful leadership can look like!

[Maggie Creech · Rating 5 out of 5]

I cried a lot reading this book - and I mean that as a high compliment. As a museum professional, the enormity of this task is overwhelming, but Lonnie’s frank discussion of his triumphs, his moments of imposter syndrome, and his gratitude to his team were wonderful to read about. Highly recommend for learning lessons of leadership and empathy.

[Shercole · Rating 5 out of 5]

I loved it so much I finally became a member.

[Ellie G · Rating 5 out of 5]

What a gem! This book was an extremely insightful and inspiring companion to me during my graduate school application process. Bunch's honest, earnest, and accessible account of the process of creating the NMAAH is expansive, and ranges from forthright conversations about politics, to the ethics of curation, to the minutiae of building a space for education, aspiration, and memory. I recommend this book to anyone in the museum field, but also anyone who loves history!

[Julie Whitman · Rating 5 out of 5]

I really enjoyed this memoir of the creation of the National Museum of African American History and Culture. I have visited twice on my kids' 8th grade DC trips, and now I can't wait to go back. What an amazing accomplishment and tremendous amount of work, vision, and persistence. I never thought I wanted to know how to build a museum from scratch, but my goodness it's a really interesting and inspiring story.

[Ellora · Rating 4 out of 5]

A Fool’s Errand is written by the founding director of NMAAHC as he recalls his experiences in creating this museum. In only 288 pages, he really covers a lot of the journey it took to build this museum on the mall and it was so fascinating to read! Lonnie Bunch is a great storyteller who brings in personal anecdotes and history all while going through the creation of the museum. It was really interesting to me to learn more about Bunch’s career and how all of his prior experiences guided and built on each other to lead to his position as NMAAHC’s director and how much he valued his team and colleagues along the way. Living around the area, I heard a lot about the museum and its creation but not in this much depth so I really enjoyed it!

[Tom · Rating 5 out of 5]

A Fool's Errand: Creating the National Museum of African American History and Culture in the Age of Bush, Obama, and Trump by Lonnie G. Bunch III

This book is a very personal story written by Lonnie Bunch III, the first director of the National Museum of African American History and Culture (NMAAHC). The reader learns about Bunch’s upbringing in New Jersey, his education, prior work experience and some of his family history. The story relates much of the detail behind the creation of the museum. Dr. Bunch relates, the difficulties in getting funding, the decision and permissions for its placement on The Mall in Washington, DC, along with the architectural design, and construction of the building and dedication.

It’s a fascinating story, at times is deeply touching. Most interesting to me was the engineering and technical challenges that went into the construction of the contemplative court waterfall located on the first floor. Dr. Bunch deserves credit for accomplishing the creation of the NMAAHC, but as a good manager you learn he gives most of the credit to all the people and organizations that supported him during this 11 year endeavor. The reader also learns much about Bunch’s management style and his compassion for people.

This book is simply a great story and one of the best non-fiction books I’ve read recently, it certainly deserves Five Stars.

[Dylan · Rating 2 out of 5]

Lonnie Bunch has quite a way with words…quite a way of making them BORING!!

I wanted to like this more because Bunch is an interesting guy that was put into an interesting position, but man this book could just not hold my attention. I’m sure Bunch is very good at writing other things, but an overarching narrative is not one of them in my opinion. A book should not be a struggle to finish at 250 pages. That being said, him and his team should be commended for their outstanding ability to pull off what they did with the resources they had and they should be celebrated for that.

[Laura Cameron · Rating 5 out of 5]

This book touches on so much! It’s about leadership, innovation, building a dream, and humanity. The author has spent his life spinning stories together in museums, and it shows with this story which is engaging and thoughtfully written. I laughed, cried, and gasped! I am recommending this book to everyone I know.

[Becky · Rating 4 out of 5]

There had been talk about creating a national museum dedicated to African-Americans for nearly 100 years. This book tells the story of how the museum finally came to be. And not only brought into existence but as another Smithsonian museum AND on the Mall in DC. President Bush signed the bill into law in 2005 and supported the museum being on the Mall. Then Mr. Bunch started by hiring one person and eleven years later they opened a museum. They literally started with only an office in L'Enfant Plaza and no artifacts. But through Mr. Bunch's abilities to bring wealthy donors to the table, prod Congress into budget line items, and finding 60 scholars to consult on the exhibits they built a museum that President Obama dedicated in 2016. Fascinating and very in-the-weeds retelling of how to start a museum from scratch while navigating the federal bureaucracy.

One story I found particularly interesting was how they found items for the museum's collection. They found the artifacts by holding a moving Antiques Roadshow-type of event in different cities around the country.

"By the end of a decade, the museum went from not having a single artifact to having more than 35,000. Thanks to the work of a thoughtful and tireless curatorial and collections staff, 70 percent of the museum holdings came from the basements, garages, and attics, from the homes of a diverse array of Americans who trusted the Smithsonian brand and soon came to trust the National Museum of African American History and Culture."

I learned a lot! Now if only I could get tickets to attend the museum--they've been sold out every time I've tried to go. Boo!

[Elizabeth Hawkins · Rating 5 out of 5]

Excellent book. So very inspiring.

[Carianne Carleo-Evangelist · Rating 5 out of 5]

This book isn’t linear, but nor was Bunch’s journey to create the National Museum of African American Culture and History on the National Mall. From its inception to opening it was more than a century of stops and starts. Bunch and his leadership team took it the last 12 ish years which involved the presidencies of the younger Bush and Obama, the latter of which Bunch knew from his tenure in Chicago.

I’ve been to the museum but didn’t know anywhere near enough about its creation. I loved the Treasures campaign to build the museum’s collection, and Bunch’s journey to Mozambique to learn about the sunken slave ship the Sao Jose. Though he logged thousands of fundraising miles the local trips to Capitol Hill to secure funding sometimes seemed the most arduous.

A fascinating read whether or not you’ve been to the museum. America needs this museum and this story.

[alden vaughan · Rating 4 out of 5]

On the Way to the Mall

Lonnie Bunch brilliantly takes the reader on the journey he experienced of creating this national treasure. The road to the mall was rocky and rough, but the path Lonnie traveled was straight and sure. This is a must read for all Americans.

[Doreen · Rating 2 out of 5]

The journey of creating and curating the NMAAHC was really interesting and I enjoyed learning about it. I'd give the story itself 4 stars. The writing and style wasn't compelling.

[Abby Epplett · Rating 5 out of 5]

Read the full review on my blog: https://abbyeppletthistorian.blogspot....

Well-deserving of its awards, the book successfully covered four categories: a timeline of the creation of NMAAHC, events and important people in African history both in the United States and around the world, a memoir for Bunch to describe his childhood and career, and a thematic toolkit for other directors looking to create their own museum. Bunch balanced solemn discussions of oppression, slavery, and racial inequality with genuinely funny stories about fundraising and meeting members of the community. He has the unique ability to namedrop without appearing arrogant, humbly describing meetings with presidents, congresspeople, chiefs, and celebrities.

I had many favorite moments in this book. As an architecture enthusiast, learning about the site selection and design process fascinated me. I was impressed by the collaboration of Ghanaian-British designer David Adjaye, African-American architect Phil Freelon, and architectural firm SmithGroup, particularly by their willingness to change the design to accomodate building codes and a high water table. I was amazed by the generosity of monetary and artifact donations. Collector Dr. Charles L. Blockson gave clothing and photographs related to Harriet Tubman. Daytime talk show host Oprah Winfrey donated a total of $20 million towards the museum and received her own exhibit. Many people donated items belonging to relatives who were Tuskegee Airmen or Freedom Riders.

The only downside to the book was the run time, clocking in at 12 hours and 49 minutes. Contributing to its length was that the writing was repetitive when Bunch emphasized his personality traits: angry from the injustices faced by African-Americans, especially while creating the museum; underprepared or overwhelmed when interacting with politicians and celebrities; and from in New Jersey. These traits make Bunch relatable to the average reader, but I personally do not think they appeared several times in each chapter. Additionally, in his effort to make sure everyone in the project is acknowledged, Bunch lists names of curators and donors. While this must be thrilling for staff and other members of the NMAAHC inner circle to see their names in print or hear them read aloud, I had to check my app to make sure the recording had not accidently skipped to the acknowledgement section.

This book is a great read for patient historians, particularly those interested in the Smithsonian and the African Diaspora. The language is accessible and appropriate for middle school age and up, although the stamina required for the book may make it more appropriate for older readers. Give yourself extra time to lookup names, locations, and events, as you need more context than the text allows, and you can easily to go down a rabbit hole of American history research with the wealth of knowledge provided by Bunch.

[Crystal Sissons · Rating 5 out of 5]

I picked up this book in January 2020 when I visited the National Museum of African American History and Culture for the first time. In previous visits to Washington, D.C. I had seen the signs for the museum to be built and later large groups of people and multi-generation families waiting to get get in. This time, I finally was able to go in and I was extremely impressed by the layout and the means used to describe the arc of African-American history. I only had the time to see the main gallery, but with its descending elevator to the past and the quality of the exhibits, I felt like I had taken in a lot. Picking up this book was a way to keep the visit going from a distance - I never anticipated that I would be as drawn in as I was.

The candid reflections of Lonnie G. Bunch III made me feel as if I was sitting down for a comfortable coffee with him as he reflected on the long journey to make this museum a reality. The work to make the museum visible even before it was established in a building was astounding, and I look forward to exploring the web presence of this museum more.

As a historian, I was struck by the quote from an individual called Mr. Jenkins early in the book that Bunch refers to throughout the work: "[I]f you are a historian then your job better be to help people remember not just what they want to remember, but what they need to remember." (4-5) From what I saw, and I feel like I barely scratched the surface of this amazing institution after reading the book, every effort has been made to make this a reality.

I encourage you to read this book, and to go see the museum as soon as travelling is possible again.

[Edwin Roman · Rating 5 out of 5]

“One can tell a great deal about a country by what it remembers. By what graces the wall if its museums.” – Lonnie G. Bunch III

The day I finished reading A Fool’s Errand: Creating the National Museum of African American History and Culture in the Age of Bush, Obama, and Trump by Lonnie G. Bunch III, founding director of the Smithsonian’s National Museum of African American History and Culture (NMAAHC), I learned that a school board in Tennessee banned the teaching of the holocaust graphic novel Maus and a House committee in Florida passed a bill aiming to ban discussions of sexual orientation and gender identity in schools. Throughout A Fool’s Errand Bunch notes the friendship he formed with Emmett Till’s mother, Mamie Till-Mobley, and I couldn’t help but to think of the marker outside of Glendora, Mississippi, where Emmett Till’s body was found in 1955. Until 2008, the spot remained unmarked, but when a memorial was erected, it was vandalized four times. The most recent iteration of the memorial, erected in 2019, had to literally be bulletproofed. The parallels to the Till Memorial and the obstacles Bunch faced and the overall history of the museum’s founding are palpable. Bunch notes that efforts to launch this museum started a century prior, and were still being stifled as recent as the 1990s by the likes of Jesse Helms. Silencing the voices of history is bigotry’s fundamental move toward enacting racism. Click here to read more: https://theartistworks.wordpress.com/...

[Ann · Rating 4 out of 5]

A compelling (mostly candid) story of the Museum of African American History and Culture as it evolved from concept to a building on the mall. Bunch is a gifted leader, a mastermind able to pull all the pieces together. He had the background and leadership skills needed and was also a great storyteller and salesman. He sold the story that the museum was an American story so compellingly that he created advocates and believers. He demonstrated a strong ego, believed in his own skills and "gut" instincts, able to bend people to his point of view. He also had enormous enthusiasm and energy for the task. This was not a place for humility - and his humility does not appear often in his telling!

This "thank everyone" book often became slightly tedious with too long litanies of the many people (named) working in background. At times it felt like a little too earnest and heavy love song - I loved them and they loved me! Really? All of them?

One major omission was the MLK story. It was reported in the national press at the opening that the King family refused to part with any of the King artifacts for the museum. This resulted in King's legacy appearing to many as understated in the Museum. Curious - this must have been a terrible disappointment for Bunch and maybe too much to face in the book

[Anjie · Rating 4 out of 5]

“A Fool’s Errand” was a JOY to read. It’s more meaningful if you’ve visited the National Museum of African American History and Culture, but you would be engaged, informed and entertained even if you haven’t been there yet. The author Lonnie Bunch III had to basically create one of the most vibrant museums of our times— from scratch. He details how he built the building, the staff, the image, the decade-long publicity campaign, the philosophy, plus how he acquired those riveting items large and small and so humongous they could only be placed in museum while it was still under construction. Care, thought, and love infused every decision. Lonnie led a monumental task with grace. His account is detailed, warm, filled with life lessons, historical perspective, and engaging stories about the famous people he met and managed in pursuit of opening this museum. He’s a visionary leader I’d follow anywhere— had a grand plan, unimpeachable experience, impressive contacts, a shrewd hiring policy, a respect for deadlines, and most of all he was decisive and with very few exceptions, willing to defend his preferences/goals to anyone, no matter their position. There was a tale of one hiring fail made me laugh! Oh, also plenty to of insight into the Smithsonian’s structure, bureaucracy, and reliance on Congress. I learned a ton. 4 enthusiastic stars!

[Valeska · Rating 4 out of 5]

When I was in Americorps, we had a Leadership Library. I couldn't help but think how this book belongs in that library.

The Founding Director of the National Museum of African American History and Culture wrote about his experiences creating the museum. They started with a staff of 2 in the mid-2000s and ended with a staff of over 200 in 2016. I did not know that an idea of this museum had been around since the 1920s. Also John Lewis brought it up every year for 20 years in Congress. I really appreciated learning the history of the museum.

Also, I liked the inside baseball of the fundraising necessary to start the Museum. They needed 500 million dollars to fund it. It took asks of many donors and they only had a 50% success rate, up from the usual 33% of normal fundraisers. I especially liked the story of the 200,000 Founding Members raising 5 million dollars. Also, there is a great story discussing the generosity of Oprah Winfrey.

I would also recommend the stories of the collection of the artifacts. There are so many interesting anecdotes. This is such an inspiring book! Please read it.

[Madison · Rating 4 out of 5]

This was super interesting!

Bunch, the founding director of the National Museum of African American History and Culture, details the journey of NMAAHC's creation, from the legislation to applying and getting the job to architectural designs to fundraising efforts to construction to exhibition designs to the museum's opening. He highlights the highs and lows of the process while emphasizing how important the museum is not only to himself, but to a nation still struggling to reconcile with its past. This museum is essential and enriching as a space for community and education; it represents a balance between telling hard histories and histories often overlooked with rich culture and histories of victory and perseverance.

I haven't been able to visit the museum itself yet because the two times I've been in the area since it opened, I wasn't able to get passes, but even just through reading this book, I'm looking forward to the day I can experience such a moving museum that was designed and cared for by a group of talented, dedicated people.

[Suzanne · Rating 3 out of 5]

I mostly enjoyed this account of the creation of the African American Museum in Washington, D.C. I hope to visit the museum someday and having the background of the struggle to get it built will no doubt enrich my experience.

Throughout the first half of the book, I thought I'd be giving it four stars. It certainly is interesting learning all that goes into creating a museum from scratch. However, as the writing became repetitive and the typo count added up (seriously, was there ANY editing of this manuscript?), I found myself just wanting to be done with it. I wanted much more about where they found artifacts, the significance of said artifacts and photos. I was disappointed on all counts.

Oh, and Lonnie G Bunch III LOVES to use the phrase "shaped by." Dude needs to buy a thesaurus. If I'd been playing a drinking game as I read the book where I drank every time he said he or the process was "shaped by" some influence I would have died from alcohol poisoning by chapter three.

[Hilary · Rating 4 out of 5]

A great book to understand the history behind the National Museum of African American History. Visiting the museum, I was left in awe at the collections, videos, and exhibits that tell the truth of history. In a time when America wants to hide or ban its past, from schools and conversations, I am so glad that this history museum exists on the National Mall.
This book is written by Lonnie Bunch who opened and curated a museum that for many years was just a dream. Lonnie shares the joys, disappointments, and victory of opening a museum that so many people wanted open and so many people did not want to open.
After reading this book, I had to watch the museums opening ceremony to watch the speeches of John Lewis, George Bush, and Barack Obama. It was a refreshing video that while we are in the middle of a divisive society that there are leaders who speak truth and want others to understand the horrific injustices, protest and intellectual success, and black joy that this museum displays.

[Ellice · Rating 3 out of 5]

I've long found Lonnie Bunch to be a smart and eloquent speaker, so had high expectations for this book. Those expectations were met to a degree, but not entirely. There were some really interesting anecdotes here about the political maneuvering required to create an entirely new museum, and the challenges of creating a collection from the ground up. But there was an awful lot of Bunch pointing out his own skill in accomplishing these feats.  Clearly he is an experienced and talented museum leader, but I would rather have inferred this from the work he did instead of having Bunch himself consistently pointing it out. The book also suffered from a lack of (or uncareful) copyediting--there were many sentences clearly missing a word, and a lot of phrasing that could have been improved with a careful once-over. Still, worth reading if you are interested in the development of NMAAHC.

[Jenny · Rating 5 out of 5]

After seeing a conversation between Mr. Bunch and our Librarian of Congress (Carla Hayden) on YouTube, I immediately checked out his audiobook from the library. I adored this book and have been telling everyone who will listen about it. Mr. Bunch tells his long tale of building the NMAAHC with frankness, determination, and lots of praise for the folks who worked with him. His honesty and humor shine through, along with his love of music, history, family, and pride in his work. Turns out I am now a huge library/museum nerd and proud of it, especially if it means I can fulfill my dream of visiting the NMAAHC and to see Mr. Bunch's imprint on it. From fund raising to wrestling with government red tape and the challenges of building a gorgeous museum on a swamp, Mr. Bunch's grace, diplomacy, and heart have made him my new national hero.

[Teresa · Rating 5 out of 5]

I Loved this book. I loved the flow of it, the woven history (personal and historical), the humor and mostly especially the humanity of Dr Bunch’s personal stories and writings. Thank you for the heads up on this title Leslie. Your recommendations always prove inspired. I know my visit to NMAAHC will be greatly enriched by my reading of this book and it’s journey into existence. How lucky are we to have it and to be able to visit it. I loved a Napoleon quote on page 254 “define reality and give hope.” As well as the thread of Princy Jenkins words page 4 “if you are a historian then your job better be to help people remember not just what they want to remember, but what they need to remember.”