I was off taking care of one of my other endeavours this weekend and heard a presentation by Andy Goodman titled ‘Storytelling for Good Causes’ from the Stanford University Center for Social Innovation. My take away was that it is more effective in convincing people of the value of what you sell (marketing) to tell a good story than to present a bunch of facts. For example, the Red Cross doesn’t advertise that they collected ‘X’ gallons of blood, they tell about a few of people whose lives that blood saved. In economic development, we’re just not into telling stories, it’s about giving other people the opportunity to write a better personal story. The people who build the signs, make the shotgun shells, distribute to war fighters, sell us goods and services, benefit from a bigger tax base, etc. have a better story to tell than they would otherwise. Maybe those of us involved in economic development should concentrate a little more on marketing what we do and a little less on marketing our communities. Maybe not.
… it’s probably here somewhere
Daryl Phillips, CEcD, EDFP
I work as an economic developer consulting with communities and companies developing locations, building communities and identifying and developing workforce. However, my opinions on this blog are free and my own, as is the blog itself.
I am a member of International Economic Development Council, Southern Economic Development Council, Tennessee Economic Development Council and International Council of Shopping Centers.
I have earned over 20 years experience in economic and workforce development. I have earned and maintain the designation of Certified Economic Developer (CEcD) from International Economic Development Council (IEDC), the Economic Development Finance Professional (EDFP) certification from National Development Council. I have earned a Master of Business Administration from Tennessee Technological University.
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