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 July 2002, Volume: 5, Issue: e/7, ISBN 1527-5175

~~~Steven Spielberg... in preparing for the movie, "The Minority Report", gathered futurists to discuss for several days the characteristics one would observe in the year 2054. Long-range planning can appear vexing. However, when you are planning your organization's future, think of it as easier than undertaking Spielberg's project. "May the force be with you!"

~~~Define strategic planning... as predicting the next 3-5 years of an industry and the technology required to get there. Carefully select projects which add value. Eric Berkman & Ellen Kitzis, CIO magazine, 3/1/02

~~~7 (not so easy) steps... to a strategic plan. A new free online tool helps community leaders create a strategic plan. The Laboratory for Economic and Community Development at the University of Illinois developed the tool. From this online resource, a community can craft a basic strategic plan and print the report. The tool is easy to use, but planning still requires a lot of thought. Source: Julie Fesenmaier, fesenmai@uiuc.edu   http://www.communitydevelopment.uiuc.edu/cdo/

~~~Excellent insight!... "I just read an article you wrote titled, 'What's a Gazelle?' Excellent insight! In the article you make reference to a 1996 article ("Locked in the Twilight Zone") that was published in ED Review. I have read that article numerous times. The interesting thing is that it seems that the profession has not made a great deal of progress in the last seven years. Our research (R&E Results and Outcomes) highlights many of the same things you saw in the mid 90's. I think this is an important perspective. The profession needs to 'kick it up a notch' to push professionals to think about continuous improvement." Quote: Brett Vassey, VA  The articles are available online at: http://www.blanecanada.com/frameset_books.html

Editor's Note: Full findings from the "R&E Results and Outcomes" research will be released in September at the IEDC Annual Conference.

~~~"It's a mistake to assume that people know what they might want. Without an understanding of what is possible, people will ask for too little." Source: visionist, Dan Burris, author of "Techno Trends" 

~~~Mice, Antelope and Economic Development... A lion is fully capable of capturing, killing and eating a field mouse. But it turns out that the energy required doing so exceeds the caloric content of the mouse itself. So a lion that spent its day hunting and eating mice would slowly starve to death. A lion needs antelope.

Antelope are big animals. They take more speed and strength to capture and kill, and once killed, they provide a feast for the lion and its pride. A lion can live a long and happy life on a diet of antelope.

The distinction is important. Are you exhausting your energy catching field mice? In the short term it might give you a nice, rewarding feeling. But in the long run you’re going to die. So ask yourself at the end of the day, "Did I spend today chasing mice or hunting antelope?" If you're honest with yourself and the answer is mice, you’d better reassess your focus, get back to the strategic core and get your **** on the trail of an antelope.  Quote: Newt Gingrich, Source: Ronald R. Kitchens, CED [Editor's Note: Mice and antelope are relative to your "ED lion". Antelope vary in size and endurance, as they will in ED.]

~~~Credibility... is a critical component of all our jobs. Having heard an interview with Peter Montoya on his book, "The Personal Branding Phenomenon," one of our readers was struck with the comment, "in a marketing-saturated age, an honest Personal Brand may be the last route to credibility." He remarked that the most successful brands have a common thread, "that the customer is relevant". Thank you, Jim Anderson, MI

~~~"Intellectually... and professionally stimulating. Blane, Canada Ltd.'s Marketer's Boot Camp was a powerful experience." Our next advanced marketing course "The Physics of Marketing" will be held December 2-4 in Rosemont, IL. The 2.5 days will focus on advanced marketing, so participants should have 3-5 years direct marketing experience. The agenda and registration form are at http://www.blanecanada.com click on Physics

~~~Simple is better... A simple, tight outline is an essential starting point for a powerful, prospect presentation. Try this outline for your next prospect presentation. 1) Catalyst for the (local) economic engine. 2) Infrastructure for growth. 3) Availability for the prospect's needs. 4) Fit (strategic benefits). The last will be the toughest, but the presentation cannot succeed without it.

~~~Trend-conscious economic developers... will want to jump on this new report published by the Brookings Institution, "Signs of Life: The Growth of Biotechnology Centers in the U.S." The report was released at the recent Biotechnology Industry Organization annual meeting in Toronto. Download the report by Heike Meyer and Joseph Cortright at http://www.brookings.edu/dybdocroot/es/urban/publications/biotech.htm

~~~GIS software... offers potential variety and quality for your presentations. For instance, visuals can be made to show a prospect the routes and drive times of potential employees. Examples of various uses are given in "GIS Means Business, Volume Two," by ESRI Press. Go to: http://partnerships.csusb.edu/PITAB-economicgardening.htm  Source: Lee Hanson, California State University, San Bernardino.

~~~Value... defies explanation, yet we all know when we see it. The difference in our perception of value is caused by reputation, presentation, appearance, and customer experience. Promotional tactics can help build reputation, but it won't fix presentation and appearance.  Even the best promotion can't compensate for a weak product or lousy service. Product improvements and positive relationships with existing business executives are essential to successful marketing.

~~~Partnerships... A former client wanted to discuss their progress and assess new directions. We were stunned to read the list of organizations the EDC's employees participate in. The list of more than 20 local and regional organizations in which they participated as board members, communications manager, or co-chair covered health care, transportation, legislation, bi-state strategies, in addition to all the basic economic development committee work. Well, blow us away! The staff of 3 had kept up the volunteerism and acknowledged that their extensive participation kept them out in front and more valued as partners. Congrats Jim, Kathy, and Sharon!

~~~A Beautiful Mind... In the movie of that name the lead, John Forbes Nash, Jr., responded to a student's challenge regarding his class attendance, "Classes will dull your mind, destroy the potential for authentic creativity." Nash was not trying to dissuade class attendance. He was challenging his colleagues to think for themselves, an essential ingredient for innovation. Sign up for a course now. During and after the course, challenge the facts and the advice. You'll be richer for it.

~~~The doctor's in... Acquired Marketing Personality Disorder? Yes, AMPD is a serious affliction to economic development organizations. AMPD is most prevalent in communities invited to participate as a member of a regional marketing initiative. Symptoms described include: Will our clients be confused by the change? Do we lose our identity? Do we lose our value to our clients? What are the synergistic benefits to our clients? How do we communicate changes to our prospects? Diagnosis: Aversion to Change-it is. Side effects: Prophylactic Image Marketing. Identity Confusion Syndrome. Prescription: The only hope for a hypochondriac is education. Educate your board, members, and the public about the importance of a commitment to regional cooperation.

~~~Interviewing to hire... Conduct at least one interview via telephone - even if the applicant works just across the street. This strategy helps you evaluate the prospective employee from a different perspective. Plus, if the majority of your work is conducted via telephone you want to know if they have mastered the tool.

~~~Public officials... are a critical factor in making or breaking an economic development initiative. Give them a solid context for involvement. Two thumbs up for Metro Hartford (CT) Economic Growth Council's program, "Economic Development Education for Public Officials." Source: Sandra Johnson, CT

~~~Motto on a muffler shop sign... "Whatever you are, be a good one." Source: Marlena Bandurski, IA

~~~Speaking of signs... outdoor media purchases area a marketing strategy often considered only by the most savvy ED marketers. Billboards, mobile billboards, tie-down billboards and blimps are the message carriers. What opportunities have you considered? Check out "billboards" on the Internet to charge up you mind.

~~~"You (Blane, Canada Ltd.) know, if you keep up, you are going to convince others in this profession that there is more to marketing than price and promotion. I hope that doesn't happen, it will make it harder for those few who do understand. I love it when the ‘competition’ spends their resources on really slick consumer marketing. It leaves my channels unclogged and my relationships unaffected." Source: It’s a secret.

~~~"Get me on your e-mail list. I feel deprived. Everyone talks about your newsletter and I don't get it. Please put me on the list." Editors: We at Blane, Canada Ltd. love to hear this! We try hard to make the content relevant.

~~~FOLLOW UP... two perspectives on last newsletter re: Jerry Wade's comments about permission vs. forgiveness. "I have made the observation that I am more productive and in general my board is happier with me when I 'ask for forgiveness' as opposed to permission." Eric Voyles, IL

"Based on my nearly 20 years in this field I have seen very few instances where anyone or any organization can grant meaningful forgiveness whereas permission means fingerprints and shared responsibility (blame). Don Chaplain, Univ. of N. Iowa, Institute for Decision Making.