Don’t Make it A Christmas List

An economic development plan shouldn’t be a Christmas list of all the wonderful things your community wants to open this year (and the next several years).  Such plans aren’t anymore realistic than the pony you wrote to Santa about when you were 9.

If you going to update your economic development plan (or strategy) in 2019, consider these two Christmas themed points:

  1. The Story Matters – It’s hard for me to recall a great example of a long Christmas story (or one that I can’t easily break into bullet points to give you the highlights).  Possibly because Christmas was such a big deal in my house, but it’s also because we are much better at telling, remembering and enjoying stories that are identifiable, exciting and brief.  A successful plan needs to be constructed with the story in mind so that your stakeholders can tell it as easily as you can and your prospects will remember it before others.  Just keep thinking about how War & Peace may be a literary achievement, but Dr. Seuss’ The Grinch that Stole Christmas likely had greater impact on you (and your children).
  2. Be Rudolph not Frosty – Rudolph’s nose gave him an advantage over the competition.  Finding your greatest asset and how to leverage it as a competitive advantage is the main task of any successful strategy.  Unfortunately, too many planning efforts try to hang a hat on transforming a community into something their not – a sure way to slowly fade (or melt) into irrelevance.

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