diff --git a/src/wuttaweb/forms/base.py b/src/wuttaweb/forms/base.py
index 8ed17f8..59cdc04 100644
--- a/src/wuttaweb/forms/base.py
+++ b/src/wuttaweb/forms/base.py
@@ -435,16 +435,14 @@ class Form:
 
         Node overrides are tracked via :attr:`nodes`.
         """
+        from wuttaweb.forms.schema import ObjectNode
+
         if isinstance(nodeinfo, colander.SchemaNode):
             # assume nodeinfo is a complete node
             node = nodeinfo
 
         else: # assume nodeinfo is a schema type
             kwargs.setdefault('name', key)
-
-            from wuttaweb.forms.schema import ObjectNode
-
-            # node = colander.SchemaNode(nodeinfo, **kwargs)
             node = ObjectNode(nodeinfo, **kwargs)
 
         self.nodes[key] = node
diff --git a/src/wuttaweb/forms/schema.py b/src/wuttaweb/forms/schema.py
index 98ce0f1..8c245f6 100644
--- a/src/wuttaweb/forms/schema.py
+++ b/src/wuttaweb/forms/schema.py
@@ -59,13 +59,16 @@ class ObjectNode(colander.SchemaNode):
         :class:`ObjectRef`.
 
         If the node's type does not have a ``dictify()`` method, this
-        will raise ``NotImplementeError``.
+        will just convert the object to a string and return that.
         """
         if hasattr(self.typ, 'dictify'):
             return self.typ.dictify(obj)
 
-        class_name = self.typ.__class__.__name__
-        raise NotImplementedError(f"you must define {class_name}.dictify()")
+        # TODO: this is better than raising an error, as it previously
+        # did, but seems like troubleshooting problems may often lead
+        # one here.. i suspect this needs to do something smarter but
+        # not sure what that is yet
+        return str(obj)
 
     def objectify(self, value):
         """
diff --git a/src/wuttaweb/grids/base.py b/src/wuttaweb/grids/base.py
index 1e793bd..740607c 100644
--- a/src/wuttaweb/grids/base.py
+++ b/src/wuttaweb/grids/base.py
@@ -82,6 +82,12 @@ class Grid:
        model records) or else an object capable of producing such a
        list, e.g. SQLAlchemy query.
 
+    .. attribute:: labels
+
+       Dict of column label overrides.
+
+       See also :meth:`get_label()` and :meth:`set_label()`.
+
     .. attribute:: renderers
 
        Dict of column (cell) value renderer overrides.
@@ -113,6 +119,7 @@ class Grid:
             key=None,
             columns=None,
             data=None,
+            labels={},
             renderers={},
             actions=[],
             linked_columns=[],
@@ -122,6 +129,7 @@ class Grid:
         self.model_class = model_class
         self.key = key
         self.data = data
+        self.labels = labels or {}
         self.renderers = renderers or {}
         self.actions = actions or []
         self.linked_columns = linked_columns or []
@@ -220,6 +228,32 @@ class Grid:
             if key in self.columns:
                 self.columns.remove(key)
 
+    def set_label(self, key, label):
+        """
+        Set/override the label for a column.
+
+        :param key: Name of column.
+
+        :param label: New label for the column header.
+
+        See also :meth:`get_label()`.
+
+        Label overrides are tracked via :attr:`labels`.
+        """
+        self.labels[key] = label
+
+    def get_label(self, key):
+        """
+        Returns the label text for a given column.
+
+        If no override is defined, the label is derived from ``key``.
+
+        See also :meth:`set_label()`.
+        """
+        if key in self.labels:
+            return self.labels[key]
+        return self.app.make_title(key)
+
     def set_renderer(self, key, renderer, **kwargs):
         """
         Set/override the value renderer for a column.
@@ -376,7 +410,7 @@ class Grid:
         for name in self.columns:
             columns.append({
                 'field': name,
-                'label': self.app.make_title(name),
+                'label': self.get_label(name),
             })
         return columns
 
@@ -430,7 +464,7 @@ class Grid:
 
             # customize value rendering where applicable
             for key in self.renderers:
-                value = record[key]
+                value = record.get(key, None)
                 record[key] = self.renderers[key](original_record, key, value)
 
             # add action urls to each record
diff --git a/src/wuttaweb/views/master.py b/src/wuttaweb/views/master.py
index fe4448f..1c7518d 100644
--- a/src/wuttaweb/views/master.py
+++ b/src/wuttaweb/views/master.py
@@ -33,6 +33,7 @@ from webhelpers2.html import HTML
 from wuttaweb.views import View
 from wuttaweb.util import get_form_data, get_model_fields
 from wuttaweb.db import Session
+from wuttjamaican.util import get_class_hierarchy
 
 
 class MasterView(View):
@@ -803,6 +804,16 @@ class MasterView(View):
     # support methods
     ##############################
 
+    def get_class_hierarchy(self, topfirst=True):
+        """
+        Convenience to return a list of classes from which the current
+        class inherits.
+
+        This is a wrapper around
+        :func:`wuttjamaican.util.get_class_hierarchy()`.
+        """
+        return get_class_hierarchy(self.__class__, topfirst=topfirst)
+
     def has_perm(self, name):
         """
         Shortcut to check if current user has the given permission.
@@ -949,6 +960,60 @@ class MasterView(View):
             route_prefix = self.get_route_prefix()
             return self.request.route_url(route_prefix, **kwargs)
 
+    def set_labels(self, obj):
+        """
+        Set label overrides on a form or grid, based on what is
+        defined by the view class and its parent class(es).
+
+        This is called automatically from :meth:`configure_grid()` and
+        :meth:`configure_form()`.
+
+        This calls :meth:`collect_labels()` to find everything, then
+        it assigns the labels using one of (based on ``obj`` type):
+
+        * :func:`wuttaweb.forms.base.Form.set_label()`
+        * :func:`wuttaweb.grids.base.Grid.set_label()`
+
+        :param obj: Either a :class:`~wuttaweb.grids.base.Grid` or a
+           :class:`~wuttaweb.forms.base.Form` instance.
+        """
+        labels = self.collect_labels()
+        for key, label in labels.items():
+            obj.set_label(key, label)
+
+    def collect_labels(self):
+        """
+        Collect all labels defined by the view class and/or its parents.
+
+        A master view can declare labels via class-level attribute,
+        like so::
+
+           from wuttaweb.views import MasterView
+
+           class WidgetView(MasterView):
+
+               labels = {
+                   'id': "Widget ID",
+                   'serial_no': "Serial Number",
+               }
+
+        All such labels, defined by any class from which the master
+        view inherits, will be returned.  However if the same label
+        key is defined by multiple classes, the "subclass" always
+        wins.
+
+        Labels defined in this way will apply to both forms and grids.
+        See also :meth:`set_labels()`.
+
+        :returns: Dict of all labels found.
+        """
+        labels = {}
+        hierarchy = self.get_class_hierarchy()
+        for cls in hierarchy:
+            if hasattr(cls, 'labels'):
+                labels.update(cls.labels)
+        return labels
+
     def make_model_grid(self, session=None, **kwargs):
         """
         Create and return a :class:`~wuttaweb.grids.base.Grid`
@@ -1072,6 +1137,8 @@ class MasterView(View):
         if 'uuid' in grid.columns:
             grid.columns.remove('uuid')
 
+        self.set_labels(grid)
+
         for key in self.get_model_key():
             grid.set_link(key)
 
@@ -1311,6 +1378,8 @@ class MasterView(View):
         """
         form.remove('uuid')
 
+        self.set_labels(form)
+
         if self.editing:
             for key in self.get_model_key():
                 form.set_readonly(key)
diff --git a/tests/forms/test_schema.py b/tests/forms/test_schema.py
index aef3432..ed68d3b 100644
--- a/tests/forms/test_schema.py
+++ b/tests/forms/test_schema.py
@@ -22,9 +22,10 @@ class TestObjectNode(DataTestCase):
         model = self.app.model
         person = model.Person(full_name="Betty Boop")
 
-        # unsupported type raises error
+        # unsupported type is converted to string
         node = mod.ObjectNode(colander.String())
-        self.assertRaises(NotImplementedError, node.dictify, person)
+        value = node.dictify(person)
+        self.assertEqual(value, "Betty Boop")
 
         # but supported type can dictify
         node = mod.ObjectNode(mod.PersonRef(self.request))
diff --git a/tests/grids/test_base.py b/tests/grids/test_base.py
index c3e8f7b..2d15689 100644
--- a/tests/grids/test_base.py
+++ b/tests/grids/test_base.py
@@ -81,6 +81,30 @@ class TestGrid(TestCase):
         grid.remove('two', 'three')
         self.assertEqual(grid.columns, ['one', 'four'])
 
+    def test_set_label(self):
+        grid = self.make_grid(columns=['foo', 'bar'])
+        self.assertEqual(grid.labels, {})
+
+        # basic
+        grid.set_label('foo', "Foo Fighters")
+        self.assertEqual(grid.labels['foo'], "Foo Fighters")
+
+        # can replace label
+        grid.set_label('foo', "Different")
+        self.assertEqual(grid.labels['foo'], "Different")
+        self.assertEqual(grid.get_label('foo'), "Different")
+
+    def test_get_label(self):
+        grid = self.make_grid(columns=['foo', 'bar'])
+        self.assertEqual(grid.labels, {})
+
+        # default derived from key
+        self.assertEqual(grid.get_label('foo'), "Foo")
+
+        # can override
+        grid.set_label('foo', "Different")
+        self.assertEqual(grid.get_label('foo'), "Different")
+
     def test_set_renderer(self):
         grid = self.make_grid(columns=['foo', 'bar'])
         self.assertEqual(grid.renderers, {})
diff --git a/tests/views/test_master.py b/tests/views/test_master.py
index 1f00d28..8647b2a 100644
--- a/tests/views/test_master.py
+++ b/tests/views/test_master.py
@@ -10,6 +10,7 @@ from pyramid.httpexceptions import HTTPNotFound
 
 from wuttjamaican.conf import WuttaConfig
 from wuttaweb.views import master
+from wuttaweb.views import View
 from wuttaweb.subscribers import new_request_set_user
 from tests.util import WebTestCase
 
@@ -331,6 +332,14 @@ class TestMasterView(WebTestCase):
     # support methods
     ##############################
 
+    def test_get_class_hierarchy(self):
+        class MyView(master.MasterView):
+            pass
+
+        view = MyView(self.request)
+        classes = view.get_class_hierarchy()
+        self.assertEqual(classes, [View, master.MasterView, MyView])
+
     def test_has_perm(self):
         model = self.app.model
         auth = self.app.get_auth_handler()
@@ -428,6 +437,36 @@ class TestMasterView(WebTestCase):
         self.assertEqual(view.get_index_title(), "Wutta Widgets")
         del master.MasterView.model_title_plural
 
+    def test_collect_labels(self):
+
+        # no labels by default
+        view = self.make_view()
+        labels = view.collect_labels()
+        self.assertEqual(labels, {})
+
+        # labels come from all classes; subclass wins
+        with patch.object(View, 'labels', new={'foo': "Foo", 'bar': "Bar"}, create=True):
+            with patch.object(master.MasterView, 'labels', new={'foo': "FOO FIGHTERS"}, create=True):
+                view = self.make_view()
+                labels = view.collect_labels()
+                self.assertEqual(labels, {'foo': "FOO FIGHTERS", 'bar': "Bar"})
+
+    def test_set_labels(self):
+        model = self.app.model
+        with patch.object(master.MasterView, 'model_class', new=model.Setting, create=True):
+
+            # no labels by default
+            view = self.make_view()
+            grid = view.make_model_grid(session=self.session)
+            view.set_labels(grid)
+            self.assertEqual(grid.labels, {})
+
+            # labels come from all classes; subclass wins
+            with patch.object(master.MasterView, 'labels', new={'name': "SETTING NAME"}, create=True):
+                view = self.make_view()
+                view.set_labels(grid)
+                self.assertEqual(grid.labels, {'name': "SETTING NAME"})
+
     def test_make_model_grid(self):
         model = self.app.model