Advanced Strategic
    Planning 2
           Ed Morrison
  Economic Development Institute
        December, 2007
Outline of the Course
• Overview
• Defining a Region
• Telling a Story
• Understanding Your Toolbox
• Finding Data
• Drawin...
Forget Vision,
Find Coherence
Overview
           Economic development in a nutshell




                           4
Overview


           Why telling stories makes a difference




                             5
Overview

           Prosperous stories create a “buzz”




                           6
Overview

           Negative stories become self-fulfilling




                             7
Defining a Region

       Setting the Stage: Defining Your
                    Region

        • Purpose: Why? What’s the pu...
Defining a Region

  Exercise: What’s the Bluegrass?
Defining a Region
The Lexington-Fayette, KY Metropolitan
Statistical Area is the 109th largest
Metropolitan Statistical Are...
Telling a Story


                  Using Data to Tell a Story

         • Analog: Quantitative: People, Businesses and
  ...
Telling a Story


            Study what others are doing
Telling a Story
    Santa Fe




                  13
London, UK




             14
Telling a Story


                  Some Big Picture Themes

         • Is our population growing: | Population
         •...
Telling a Story
                   Drawing a clear picture
         Tactic 1: Use benchmark communities to
               ...
Telling a Story
                   Drawing a clear picture
           Tactic 2: Use growth rates in wage and
             ...
Telling a Story
                      Drawing a clear picture
                  Tactic 3: Use index to compare
           ...
Telling a Story
                                Charleston forms a regional
                                         allia...
Telling a Story

The story of Oklahoma City in 1 slide

            Nominal PCI growth (1969=100)
            1400

      ...
Telling a Story
                   Drawing a clear picture
          Tactic 4: Mapping Your Assets (on maps)

         •  ...
Telling a Story
Your Tools


             Analytic Tools You Can Use
        •    Traded business (economic base) analysis | Cluster analy...
Your Tools

           Traded businesses and clusters
          •    Identification: Secondary data and location quotients
...
Your Tools
                             Local businesses
          •    Trade area potential

          •    Retail leakag...
Your Tools
        Cluster Maps from Institute for
        Strategy and Competitiveness




http://www.isc.hbs.edu/   26
Your Tools


      Unlocking Rural Competitiveness




Tip: Unlocking Rural Competitiveness
http://www.ibrc.indiana.edu/in...
Your Tools

             Location quotients measure
                    concentration
        •    A measure of concentrat...
Your Tools

         Shift Share: Breaks down growth
                 into components




Source: Georgia Tech
Tip: Georgi...
Your Tools

          Shift Share: Breaks down growth
                  into components




Source: Georgia Tech
Tip: Geor...
Your Tools

                   SWOT: An Organizing
                      Framework




 Source: Angelou Economics
Your Tools
Your Tools
Your Tools




             Exercise: SWOT to
                    Story
Your Tools

             Social network analysis helps
             you understand connections




  Tip: The Tipping Poin...
Your Tools

             Which region is stronger?




                                                 Social Network Map...
Your Tools
      Successful communities will
   understand the power of networks
                                Knowledge...
Your Tools
                  Mapping your networks




                    Hub



                    Boundary Spanner



...
Your Tools




Tip: Council on Competitiveness Guidebook available
              on http://edi-strategy.net
Telling a Story
Tip: Business Week: “Mapping the Crowd”, November, 15, 2007
Finding Data


                Finding Data: Start here....




   Start at: http://www.econdata.net
Finding Data
                  Finding Data: And here....




http://quickfacts.census.gov/qfd

                          ...
Drawing Charts

                 Use Each Chart to Tell a
                   Part of Your Story

        • Step 1: Define y...
Drawing Charts


                 Defining the Message

        • Be clear and concise about the message
        • Focus on...
Drawing Charts
                   What’s the message?
                                        Company A                   ...
Drawing Charts


                 Types of Comparisons

        • Component comparisons: (%)
        • Item comparisons: (...
Drawing Charts


         Component Comparisons (%)

        • We are interested in showing the size of a
            comp...
Drawing Charts


                  Item Comparisons

        • We want to compare how things rank: Are
            they ab...
Drawing Charts


                        Time Series

        • We want to see how something changes
            over time...
Drawing Charts


             Correlation Comparisons

        • Show a pattern between two variables
        • Message: r...
Drawing Charts




         Exercise: Defining Your
           Messages Clearly
What’s the message?
Drawing Charts
What’s the message?
Drawing Charts
What’s the message?
Drawing Charts
What’s the message?
Drawing Charts
What’s the message?
Drawing Charts
A Basic Story Line
                     The Basic Story Line:
                         A Template

          • We need to ...
A Basic Story Line


           The Basic Story Line: PART 2

          • We need to attract people by developing
        ...
A Basic Story Line
                     A Framework for Strategic Stories




           Source: Ed Morrison
A Basic Story Line

                         Here is the simple story line...

                                           ...
A Basic Story Line




           Chapters of the Story
A Basic Story Line
       Brainpower: Talent Development
               | Our People
            How well are we doing dev...
A Basic Story Line
         Innovation: Entrepreneurship:
        Clusters: Business Development
               | Our Busi...
A Basic Story Line
             Quality Connected Places:
            Physical Development | Our
                       Pl...
A Basic Story Line


                     Branding | Our Story
               How well are we telling our story to ourselv...
A Basic Story Line
A Basic Story Line

          Collaboration and Leadership:
           Skills and Attitudes | Our
                   Leade...
Converting analog to digital




Neil Reid, Ph.D., and Michael C. Carroll, Ph.D., quot;Structuring a Successful Greenhouse...
A Basic Story Line

                         Converting analog to digital




    Fostering and Nurturing Entrepreneurship...
Exercise:
Developing a Story from a Mass
           of Data
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EDI Strategy 2 Course Slides

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EDI Strategy 2 Course Slides

  1. 1. Advanced Strategic Planning 2 Ed Morrison Economic Development Institute December, 2007
  2. 2. Outline of the Course • Overview • Defining a Region • Telling a Story • Understanding Your Toolbox • Finding Data • Drawing Charts • Developing a Basic Story Line
  3. 3. Forget Vision, Find Coherence
  4. 4. Overview Economic development in a nutshell 4
  5. 5. Overview Why telling stories makes a difference 5
  6. 6. Overview Prosperous stories create a “buzz” 6
  7. 7. Overview Negative stories become self-fulfilling 7
  8. 8. Defining a Region Setting the Stage: Defining Your Region • Purpose: Why? What’s the purpose? • Media markets • Commuting Patterns • Cluster Anchor Linkages • Affinities: Mind Share
  9. 9. Defining a Region Exercise: What’s the Bluegrass?
  10. 10. Defining a Region The Lexington-Fayette, KY Metropolitan Statistical Area is the 109th largest Metropolitan Statistical Area (MSA) in the United States. It was originally formed by the United States Census Bureau in 1950 and consisted solely of Fayette County until 1980 when surrounding counties saw increases in their population densities and the number of their residents employed within Lexington- Fayette, which led to them meeting Census criteria to be added to the MSA. MSA counties include Bourbon, Clark, Fayette, Jessamine, Scott, and Woodford. The Lexington-Fayette, KY MSA is the primary MSA of the Lexington-Fayette- Frankfort-Richmond, KY Combined Statistical Area which includes the Micropolitan Statistical Areas of Frankfort, KY (Franklin and Anderson counties), Mount Sterling, KY (Montgomery, Bath, and Menifee counties), and Richmond, KY (Madison and Rockcastle counties). The Lexington- Fayette-Frankfort-Richmond, KY Combined Statistical Area has a July 1, 2005 Census Bureau estimated population of 635,642.
  11. 11. Telling a Story Using Data to Tell a Story • Analog: Quantitative: People, Businesses and Places • Digital: Qualitative: Surveys, Interviews, Focus Groups • Think about the structure of the story from Day 1
  12. 12. Telling a Story Study what others are doing
  13. 13. Telling a Story Santa Fe 13
  14. 14. London, UK 14
  15. 15. Telling a Story Some Big Picture Themes • Is our population growing: | Population • Are we producing jobs? | Employment • Are we generating income? | Income This story, although helpful, only sets the stage
  16. 16. Telling a Story Drawing a clear picture Tactic 1: Use benchmark communities to measure progress 2000 per capita income Colorado Springs $28,804 Lexington $28,597 Columbia $27,741 Savannah $27,289 Chattanooga $26,781 Charleston-N Charleston $24,458 Augusta Aiken $23,816 Mobile $22,677 $0 $10,000 $20,000 $30,000 16
  17. 17. Telling a Story Drawing a clear picture Tactic 2: Use growth rates in wage and salaried employment CAGR wage and salaried employment, 1990-2000 Colorado Springs 3.7% Lexington 2.6% Mobile 2.5% Chattanooga 1.9% Savannah 1.7% Columbia 1.3% Charleston-N Charleston 0.9% Augusta Aiken 0.6% 0 0.1 17
  18. 18. Telling a Story Drawing a clear picture Tactic 3: Use index to compare employment growth 18
  19. 19. Telling a Story Charleston forms a regional alliance Navy base closes 19
  20. 20. Telling a Story The story of Oklahoma City in 1 slide Nominal PCI growth (1969=100) 1400 United States Oklahoma City, OK (MSA) 1200 1000 Baseball MAPS passes stadium 800 opens Forward OKC Oil Bust launched 600 Norrick Elected 400 200 0 1969 1971 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003
  21. 21. Telling a Story Drawing a clear picture Tactic 4: Mapping Your Assets (on maps) • Brainpower • Education and training • Research • Innovation • Entrepreneurship and business development networks • Physical infrastructure • Connectivity • Attractions 21
  22. 22. Telling a Story
  23. 23. Your Tools Analytic Tools You Can Use • Traded business (economic base) analysis | Cluster analysis • Local business analysis: Retail capture and leakage • Location quotients • Shift share • SWOT • Social Network Analysis • Regional Asset Mapping 23
  24. 24. Your Tools Traded businesses and clusters • Identification: Secondary data and location quotients • Identification: Interviews and focus groups Tip: Institute for Strategy and Competitiveness: Competitiveness Data ($) http://www.isc.hbs.edu/ 24
  25. 25. Your Tools Local businesses • Trade area potential • Retail leakage • Transformation to a traded cluster: tourism connection Tip: Plugging the Leaks: http://www.pluggingtheleaks.org/ 25
  26. 26. Your Tools Cluster Maps from Institute for Strategy and Competitiveness http://www.isc.hbs.edu/ 26
  27. 27. Your Tools Unlocking Rural Competitiveness Tip: Unlocking Rural Competitiveness http://www.ibrc.indiana.edu/innovation/data.html
  28. 28. Your Tools Location quotients measure concentration • A measure of concentration or specialization: A simple ratio • A location quotient is simply a ratio comparing the local percentage of employment in a sector to the national average percentage of employment in that sector. • Location quotient > 1 Your region is more specialized than the nation as a whole Suggests a regional advantage 28
  29. 29. Your Tools Shift Share: Breaks down growth into components Source: Georgia Tech Tip: Georgia Tech Course on Economic Development Analysis: http://cherry.iac.gatech.edu/6602/xschedule.htm 29
  30. 30. Your Tools Shift Share: Breaks down growth into components Source: Georgia Tech Tip: Georgia Tech Course on Economic Development Analysis: http://cherry.iac.gatech.edu/6602/xschedule.htm 30
  31. 31. Your Tools SWOT: An Organizing Framework Source: Angelou Economics
  32. 32. Your Tools
  33. 33. Your Tools
  34. 34. Your Tools Exercise: SWOT to Story
  35. 35. Your Tools Social network analysis helps you understand connections Tip: The Tipping Point 35
  36. 36. Your Tools Which region is stronger? Social Network Map of the Southwest Regional Leadership Forum University of Evansville March 17, 2006 Presented by the Indiana Humaniteis Council
  37. 37. Your Tools Successful communities will understand the power of networks Knowledge Person; Hub Boundary Spanner Information Broker Knowledge Person Knowledge Person; Hub; Influencer Peripheral Person
  38. 38. Your Tools Mapping your networks Hub Boundary Spanner Peripheral Tip: www.inspiration.com
  39. 39. Your Tools Tip: Council on Competitiveness Guidebook available on http://edi-strategy.net
  40. 40. Telling a Story
  41. 41. Tip: Business Week: “Mapping the Crowd”, November, 15, 2007
  42. 42. Finding Data Finding Data: Start here.... Start at: http://www.econdata.net
  43. 43. Finding Data Finding Data: And here.... http://quickfacts.census.gov/qfd Courtesy: Ed Morrison & Tim Chase
  44. 44. Drawing Charts Use Each Chart to Tell a Part of Your Story • Step 1: Define your message • Step 2: Be clear on the comparison • Step 3: Choose a chart type
  45. 45. Drawing Charts Defining the Message • Be clear and concise about the message • Focus on the aspect of the data you want to emphasize • Put the message at the top of the graph
  46. 46. Drawing Charts What’s the message? Company A Company B North (13%) West (25%) West (28%) North (39%) South (35%) East (27%) East (27%) South (6%) Company A 13% North 39% Company B 35% South 6% 27% East 27% 25% West 28% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  47. 47. Drawing Charts Types of Comparisons • Component comparisons: (%) • Item comparisons: (rank) • Time series comparisons: (change over time) • Frequency distribution comparisons (distributions) • Correlation comparisons (relationships)
  48. 48. Drawing Charts Component Comparisons (%) • We are interested in showing the size of a component relative to the whole • Your message includes the words: share, percentage of total, accounted for X percent • Use pie and stacked bar charts 100% West 90% 25% East 28% Company A Company B 80% South North 70% North (13%) 27% West (25%) 60% West (28%) 27% North (39%) 50% 6% South (35%) 40% East (27%) East (27%) South (6%) 35% 30% 20% 39% 10% 13% 0% Company A Company B
  49. 49. Drawing Charts Item Comparisons • We want to compare how things rank: Are they about the same? Is one more (or less) than another? • Message words: larger than, smaller than, equal to CAGR wage and salaried employment, 1990-2000 Colorado Springs 3.7% • Use horizontal bar chart Lexington 2.6% Mobile 2.5% Chattanooga 1.9% Savannah 1.7% Columbia 1.3% Charleston-N Charleston 0.9% Augusta Aiken 0.6% 0 0.1
  50. 50. Drawing Charts Time Series • We want to see how something changes over time • Message words: increase, decrease, change, grow, decline • Use charts: column or line
  51. 51. Drawing Charts Correlation Comparisons • Show a pattern between two variables • Message: related to, increases with, changes with State per capita income $40,000 • Use scatter plot $35,000 $30,000 $25,000 $20,000 $15,000 15% 20% 25% 30% 35% 40% 45% Percent of adults with 4 years of college or more
  52. 52. Drawing Charts Exercise: Defining Your Messages Clearly
  53. 53. What’s the message? Drawing Charts
  54. 54. What’s the message? Drawing Charts
  55. 55. What’s the message? Drawing Charts
  56. 56. What’s the message? Drawing Charts
  57. 57. What’s the message? Drawing Charts
  58. 58. A Basic Story Line The Basic Story Line: A Template • We need to start with brains powered by 21st Century Skills. • We convert our brainpower into wealth with innovation and entrepreneurship.
  59. 59. A Basic Story Line The Basic Story Line: PART 2 • We need to attract people by developing quality, connected places. • We need to brand ourselves with compelling stories. • We need collaboration to keep us aligned and focused.
  60. 60. A Basic Story Line A Framework for Strategic Stories Source: Ed Morrison
  61. 61. A Basic Story Line Here is the simple story line... Regions will prosper on the Second Innovative Businesses Curve with balanced strategies that... 1. Build world class brainpower Healthy Entrepreneur Brainpower and and 2. Translate brainpower into wealth World Class Innovation Skills Networks through innovation and Healthy, Creative Civic entrepreneurship networks Dynamic People Collaboration Clusters Infrastructure 3. Create quality, connected places for Quality, Insightful Stories Connected and Effective where “hot spots” can develop Places Branding 4. Create a buzz with a brand Healthy, Creative Places 5. Continuously strengthen habits of civic collaboration
  62. 62. A Basic Story Line Chapters of the Story
  63. 63. A Basic Story Line Brainpower: Talent Development | Our People How well are we doing developing brainpower with 21st Century Skills? • High school graduation rates • College attainment • High school drop outs • College continuation rates • STEM metrics (Science, Technology, Engineering, Math)
  64. 64. A Basic Story Line Innovation: Entrepreneurship: Clusters: Business Development | Our Businesses How well are we converting brainpower into wealth through innovation and entrepreneurship? • Research and technology base: Research $, SBIRs, patents • New business starts • 2d Stage entrepreneurs: (EE 9-99) -- Lowe Foundation coming 1Q 2008 • Cluster development
  65. 65. A Basic Story Line Quality Connected Places: Physical Development | Our Places How well are we developing a “sticky” place for people and business? • Broadband • Commercial, industrial inventory • Roads • Water • Other “quality of life” indicators • Housing
  66. 66. A Basic Story Line Branding | Our Story How well are we telling our story to ourselves, our children, and outsiders? • Stories and testimonials • Awareness research
  67. 67. A Basic Story Line
  68. 68. A Basic Story Line Collaboration and Leadership: Skills and Attitudes | Our Leadership How well are we aligning, linking and leveraging our resources through collaboration? • Community forums | Connections, Attendance • Civility | Public attitudes and behaviors • Mapping Actors in the Story • Social network mapping
  69. 69. Converting analog to digital Neil Reid, Ph.D., and Michael C. Carroll, Ph.D., quot;Structuring a Successful Greenhouse Cluster in Northwest Ohioquot;, The IEDC Economic Development Journal, Fall, 2006
  70. 70. A Basic Story Line Converting analog to digital Fostering and Nurturing Entrepreneurship in Northeast Ohio, A report of NorTech's Entrepreneurship Task Force, 2003
  71. 71. Exercise: Developing a Story from a Mass of Data

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