It’s that time again – Happy Juneteenth. Although it’s a federal holiday, it often doesn’t carry the spirit of a true celebration. Given the weight of its history, when enslaved people in Texas finally learned of their freedom years after the Emancipation Proclamation, the day invites reflection more than it does celebration.

Nonetheless, Happy Juneteenth!

As we think about the holiday’s growing presence, an honest question emerges: What does Juneteenth mean in the business world? Does it mean another exclusive sale for big box stores? A few hundred bucks knocked off a marked-up new car. Maybe we’re all just satisfied having another day off to rejuvenate. I can’t say that for my daughter, whose school district is open on Juneteenth.

In this week’s episode of The Enterprise Zone, I briefly discussed the Juneteenth matter with NBA star CJ McCollum. The question was simple: What does Juneteenth mean to McCollum?

“It doesn’t feel like a holiday,” McCollum says, echoing my thoughts. However, he adds, “Understanding the history of it, (Juneteenth) should be celebrated. But we’re a little late on the celebration.”

Personally, I wrestle with that framing. Juneteenth has always struck me less as a holiday and more as a reminder — and its business utility isn’t always clear. I do support events including ForbesBLK member Etophia Lane Juneteenth Tech Conference, which uses the spirit of the holiday to raise awareness and funding for Black tech founders. However, as I explained to some colleagues during a spirited discussion, Black Business Month in August is the time that deserves celebration. It’s a full 31 days, unlike Black History Month. It doesn’t have the theme of slavery like Juneteenth–a tragic time in Black America’s history. And it moves America forward in a for-profit direction.

Discussing the matter further, McCollum, 33, adds, “It’s about recognizing the changes and advancements we’ve been able to make as a people. But also understanding that we have a long way to go, not only in society but in the ways in which we think and do things.”

Despite our history, though, I followed my own reporting protocol. I called around to a few NBA team executives to ask their thoughts on McCollum. The consensus is that he’s one of the more “sensible” NBA players in this new NIL generation. I agree. McCollum is someone you can talk to, walk away with insight, and even reconsider a deeply held perspective.

Among the other topics we discuss is McCollum’s reluctance to invest in Bitcoin in 2016. “I missed out on a nice come-up,” he admits. “But I got in.” Additionally, how McCollum lived off a $12,000 deal, his intense budgeting, and his growing wine business in Oregon.

In that sense, we didn’t just acknowledge Juneteenth — we honored it by discussing real Black wealth-building.

My One Interesting Read: “Learning what slavery entailed is enough to horrify us; understanding why it endured demands economics,” writes Roland Fryer for the Wall Street Journal. Check out his opinion column, The Economics of Slavery.

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