This Should Sound Familiar

There are probably as many reasons why those who live and work in Norwich have chosen to do so as there are people here in the city. But, if you found yourself in charge of selling Norwich, by the pound or otherwise, to those beyond its borders, I think you'd want to know with whom you were speaking and what it was they were most interested in. In this Brave New World Order, a one-size-fits-all slide show or PowerPoint presentation is just so passe.

By City Charter, Chapter V, Section 2(a), Norwich's mayor is a catalyst for economic development; a cheerleader, a bully pulpit pounder, and a salesperson of the first order. As challenging as describing the taste of an orange is to someone who has never had one, how do you define what Norwich is, and in this age of non-stop competitive advantage, how do you present the city to someone in an industry, manufacturing, service or otherwise, in an honest and most flattering light with the object of getting them to choose us?

Why should you be interested in this? For the same reason I am; we have skin in the game even if we're not in the game. My mortgage payment went up almost 350 dollars a month as of the first of next month. That's American dollars, btw, and when you're retired as I am, you look for culprits when that kind of change to your finances happens. 

I am not calling my local AM day-timer radio to wax outraged about the increases so don't touch that dial, and neither should you. Search for the guilty is close to pointless and in this case, is very embarrassing because we all should look in the mirror. Target acquired.

Also as we all should know there are two primary sources of municipal revenue: personal and commercial property. Last spring's reevaluation revealed an ugly truth: personal property is carrying the burden here and across the state. Ouch.

The business of Norwich should be fostering, nurturing, and supporting (whatever gerund you'd like to use) business. And it's not an easy sell, by any means. 

And it's made even harder by Norwich No-It-Alls who bristle at any suggestion that any form of commercial activity within the sight, sound, or smell of their backyard needs to be delayed or denied by any means. I'm well past the point of 'they mean well,' especially since I suspect they don't. Magical thinking ain't gonna cut it anymore, just as it never has, even though we tell ourselves otherwise

IF, both the I and F should be capitalized, the Mayor's job is to stimulate growth, then there should be line items in the city budget to support that mission, including travel, lodging, meals, and pony rides (hey, you never know!). Every budget season, those expenditures should be analyzed and evaluated for return on investment-what did we spend and what did we get? Just as we should approach every program across our city budget.

As importantly though rarely acknowledged in these parts, what message should the Mayor carry to the far (and near) corners of the globe in search of businesses seeking to relocate? What points should be made in a presentation and what medium best accomplishes and encompasses that? 

What should the Mayor be selling? Is Norwich a dessert topping or a floor polish? Should there be the same pitch for a high-tech firm looking to relocate as there'd be for a heavy industry seeking a satellite location? No, of course not. (You deserved an easy question.)

Does the City of Norwich and the Mayor already have presentations, ranging from a full-court press at a targeted business to a casual elevator ride conversation? How can platforms, like the city's website offer any assistance that would help sell Norwich beyond the horizon and what other tools do we need to put in the kit and where do we have the dollars to pay for all of that? Why/how can Norwich pass the 'Who Cares' Test?

We've relied on passive persuasion and accidental excellence. When we do achieve any measure of success, often despite the murmurs of that select group of previously mentioned No-It-Alls, we don't have a method and can't accurately assess the effort expended and the result achieved. 

It's trite, but true: When you don't know where you're going any road will get you there. The moment has arrived to plan our work, define our goals, refine our message, identify our messenger and stop talking about 'doing things' and instead, get things done. It comes back to "Have a Reason for Everything You Do," and the bottom line is too often, we don't.

-bill kenny