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As we move toward a network-based economy, stories play an important role in building prosperity. Stories convey meaning. They shape our perceptions, our mental maps.
Most branding efforts in economic development are driven by marketing techniques that have little connection with these deeper stories.
Here's two examples of regions that are changing their stories.
- In Western Virginia, the recruitment of two high tech firms has started to change how young people are viewing their future prospects. As one high schooler noted: "Now, there’s going to be a lot more jobs for college-educated people. I guess you could say we feel like more opportunities will follow since these came here." Read more.
- In Southeastern Michigan, a region battered by manufacturing shutdowns, the regional EDPros are shifting the story to the new investment that is flowing into the region. Read more.
There are other places in which civic leaders are actively shifting the story. My favorite is Youngstown, where a group of young professionals -- led by a young mayor and Congressman -- are embracing the notion of a shrinking city. View a couple of the blogs that are shifting the conversation here and here.
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