November 1998, Volume: 1, Issue: e/9

~~~Life cycle ... of any project is very predictable: dream, prepare, assemble a team, go forth and lead, overcome obstacles, find truth, share new knowledge. Sounds as if this is John Glenn's philosophy as he jettisons into space today! It comes from Robert Ballard, the discoverer of the Titanic, searching another universe!

~~~"Bold Stroke" development strategies ... Much of development is incremental, but once in a while, a community chooses to take a bold step in an attempt to boost it's economic development fortunes. For example, Indianapolis, IN decided to become a center for amateur sports before it was fashionable. Then they invested in competition style facilities, ultimately creating a model for success that has now been widely emulated. Chattanooga, TN took a leap of faith when it built the Aquarium which has been very successful. This helped catalyze additional investments further stimulating the local economy. Do you know of a bold stroke development strategy? E-mail us information on bold stroke successes or failures. We'll share the results.  <ecanada@ix.netcom.com>

~~~New Economy Program ... recognized as the top economic development program by the National League of Cities. The Littleton, CO program centers on creating jobs by fostering an information rich environment for employers and entrepreneurs. Aimed at building the economy from within, the program provides many research and information resources for community businesses. Congratulations to Chris Gibbons and his colleagues for their innovation, initiative, and advocacy. ED is not only about business attraction.

~~~Targeting technology companies ... Think you know your target audience? Think about the implications of these phrases common in the tech culture: "if you break for lunch, you are lunch" or "obsolete yourself." The fact is the product cycle is unlike any other industry. To understand how technology companies must think to survive, read "Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge," Geoffrey A. Moore, Harper Business, 1995. ^^^^ (Our highest rating)

~~~Millennium Challenge ... Northwest Indiana Forum seized the beginning of the new century as a lever to challenge every unit of local government in their three county service area to undertake a significant public project to improve quality of life. Government officials have responded to the Forum's clever challenge insuring that everyone wins. Hats off to the Forum!

~~~Marketing money ... the Michigan Economic Development Association (MEDA) has created a certified industrial park program to encourage communities to bring parks up to minimum industry standards. The application fees charged after expenses are directed at marketing Michigan's certified parks. This is a win-win program well worth copying.

~~~D&B Business Reports ... Want to obtain some on specific companies? Log on to http://www.knowx.com ($19-65 depending upon the report). PikeNet Dispatch http://www.pikenet.com/

~~~Internationally speaking ... Americans known abroad for a lack of sensitivity to local custom, can avoid the "ugly" American quicksand that can submarine a marketing effort. Check out the no-no's categorized by country at: http://www.webofculture.com   Success Magazine, October 1998

~~~Culturegram ... primers on local culture, history, customs of 167 different countries prepared by the David Kennedy International Center at Brigham Young University. $120 full set (167) or $6 for single country. 800.528.6279

~~~Futurist ... One of our readers asks, "Anyone out there run across any futurists' articles on economic development, i.e. the future tides and trends for economic development?" If you know of someone with a futures orientation, please let us know. <ecanada@ix.netcom.com>

~~~More reading to check into ... We hear of a new publication recommended for  review, Business 2.0, which is much like Fast Company we've previously recommended. Chris Gibbons in Littleton, CO tells us it's more business operations oriented. Access it at http://www.business2.com

~~~Marketing Bloopers ... everyone makes mistakes, even development marketers. And, the fact is we all can learn as much from mistakes as we can from successes. Take for example, one regional development group's direct mail campaign featuring an extremely elaborate "pop-up" 18-wheeler (pull the corners and it expands into a big truck).  Aimed at distribution companies, the piece was a marvel of paper engineering - and a bust. It turned out to be a great take home for children and grandchildren, not a door opener.

Send us Marketing Bloopers. We will share the best of the worst, making sure to protect the identities of the "innocent". <ecanada@ix.netcom.com>

~~~Ask a stupid question ... Time constraints don't allow us to keep abreast of available software. None the less, every once in a while, a problem comes along that I figure has already been solved by some computer programmer. Recently, I needed to find software to perform list comparisons. A Web search drug on and produced little concrete result. A colleague, Jim Hagerbaumer, suggested the newsgroups. After subscribing and posting my very basic question, I had an answer in two days...from a friendly, patient fellow living in Paris, France! If you have not explored the problem solving power of user groups, you should.

~~~Internet Technology Innovation Center ... Virginia is opening such a center to assist budding cyber-entrepreneurs develop and bring products to market.  The Center offers a "rapid response team" of consultants to help local firms.  Other goals include developing and deploying new networking technologies across the state, and creating education programs to teach Internet skills to Virginia workers.  "The Center...will allow Virginia to remain a leader among cyber-states," says Virginia Commerce Secretary Barry Du Val. (Investor's Business Daily 2/9/98)

~~~Shopping ... for a PR or advertising agency? As you look 'em in the eye, remember the word SLOGOS. Slogans and logos (slogos) are their favorite tools, especially if they don't really understand your marketing problem. They might be great people, but are they ED savvy? Just last week a participant from an edge city in one of Eric's classes told of a big city PR firm they hired who came back with a concept modeled after TV's "Mayberry"! Needless to say, they are looking for another firm. Share your favorite story! <ecanada@ix.netcom.com>

~~~"The American public is so afraid not to be hip, they are constantly manipulated into needing the new thing. That's how commerce works. I've managed to maintain a certain amount of originality because I've never been much to stay within the boundaries of any camp." More often than not, marketers mirror the public. Do you pass the originality test? Quote: Joni Mitchell singer/songwriter

~~~"Seek first to understand and then to be understood. Most people do not listen with the intent to understand: they listen with the intent to reply. They're filtering everything through their own paradigms, reading their autobiography into other people's lives." Ditto for marketers. Stephen Covey, "Seven Habits of Highly Effective People," Simon & Schuster.

~~~Blane, Canada Ltd.'s influence continues to spread ... including book sales via the electronic bookstore, Amazon.com, sales in Australia, the U.K., and Mexico. This morning's call for assistance came from South Africa. But our greatest enjoyment is working with our many wonderful clients right here in the States. Don't hesitate to contact us to determine how we might assist you. 630-462-9222, 630-462-9210 fax <ecanada@ix.netcom.com>