Blog Posts

Your Community Is Unique . . . Or Maybe Not

Careful which game you chose to play as you tell stories about your community. When selling anything, the first tool you utilize is the tool that showcases the benefits of your offering.  Seems like a no-brainer, right? Resumes attempt to do this for you.  Brochures or sell sheets emphasize the benefits of your product or service. As you begin to tell your community story, the first task at hand is to identify your unique community strengths. Playing to your strengths is a vital and obvious tool to use for many community building goals. But, I see community leaders get this wrong all of the time.  I find this exacerbated in smaller communities.  Let’s call this the community asset theorem. The basis of the theorem is that the biggest company in your small community is by default your biggest asset and as such one believes that this is a unique asset of your community as compared to other communities.  (We will discuss the compare community theorem at another time.) The first trait of the theorem I find myopic. Myopic in that you assume your asset is unique as compared to everywhere else because it is so vital to your community.  The

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