Will is the 36th richest person in Arkansas, a social ecologist, and he’s running for mayor in Rock City (sort of). His core philosophy is that true technological innovation begins with social change. His wealth and reputation were established through FareMarket, a farm-to-table e-grocery startup for local food and other products manufactured in the Commune.
Will embodies the movement's promises and contradictions, championing communal wealth and power while operating as a capitalist. He is a unique thinker who, through his tech startup, successfully paired degrowth principles with the profit motive. He is complex and charismatic, and his character explores the tension between power and service, individualism and the collective, and truth and trickery.
As a serial entrepreneur, he builds and sells successful businesses to the Commune, growing his and the community's wealth. Throughout the show, we see several of his projects, including The Uprising, CITIZEN:MODERN, Rock City Defense, Rebuild Rock City, Big Dam Pies, and Beet Box.
