SlideShare a Scribd company logo
1 of 12
Download to read offline
ChangeThis




                                  A Creative Manifesto:
                            Why the Place You Choose
                                    to Live is the Most
                        Important Decision of Your Life
                                     By Richard Florida




No 44.01   Info                             /2
ChangeThis




           The Most Important Decision of Your Life
           Increasingly, the place you choose to live will help determine your success in business, in finding
           a life partner, and in living a fulfilling life. In fact, it may be the most important decision of your life.
           I believe that we are in the beginnings of a shift as fundamental as the industrial revolution
           was over a century ago—one that will have as dramatic an impact on how people live and work.
           Furthermore, it will have a dramatic impact on where they live and work. Here’s why:

           1. The world is moving to a creativity based economy. The places that succeed will be
           the ones that stay ahead of the curve and are able to adapt quickly.

           2. This creative economy is based on creative people—not just artists and musicians,
           but engineers, scientists, architects, and educators. These are whom I call the creative class,
           people who work with their minds to create new things with value.

           3. Creative people can live wherever they want. This means the creative economy is different
           from the older industrial or agricultural economies, where resources like iron or coal, or
           location on trade routes, were what determined business location. The new resource is people,
           and they’re mobile.

           4. Creative people cluster. They move to places where there are other creative people for them
           to interact with. For the past decade my work has been documenting this fact and analyzing where
           and why they move, and what factors lead to this clustering.

           These four points were the basis of my book, The Rise of the Creative Class, which talked about
           these changes in the United States. My next book, Flight of the Creative Class, talked about
           these changes on a worldwide scale. This article, and my new book Who’s Your City?, explore these
           changes and what they mean for individuals.




No 44.01        Info                                                                                                2/2
ChangeThis




           Why Some Cities Are Creative Winners
           In the 1990s, I was an academic economist at Carnegie Mellon University in Pittsburgh, studying
           urban economic development. And Pittsburgh—despite world class universities, professional
           sports teams, cultural institutions and a trained workforce—was one of the new economy’s losers.
           Its educated young people left, new industries didn’t form, and unemployment was growing.
           I started looking at cities that were the winners and what they had in common. Working with a
           team of graduate students and researchers, I identified three characteristics of cities with
           dynamic economies that we came to call the Three T’s.

           1. Talent. These regions had lots of college-educated people. But we thought there was something
           deeper, and what we found was that they had concentrations of people in certain creative
           professions, which we named the Creative Class.

           2. Technology. The creative economy regions had lots of high tech companies, and they excelled
           at innovation (measured by numbers of patents).

           Most economists agreed on these measures of success. But as I searched for why some
           cities were attracting these people and businesses, we dug into the demographics and came
           up with some surprising and controversial findings in our third T.

           3. Tolerance. Our research found that the cities that were succeeding in the first two T’s had
           a third thing in common—they were open to many different kinds of people, ideas and lifestyles.
           The three distinct groups that were identified with creative class cities in high numbers were
           Gays, Immigrants and Bohemians (artists and musicians).

           I didn’t set out with a political agenda to choose certain groups, although we could hardly have
           found three more controversial populations in today’s culture wars. But, in fact, all three T’s were
           arrived at using data from the US Census, Bureau of Labor Statistics and other government and
           industry sources (for the technology measures). Furthermore, we ran detailed statistical analysis
           of this data, compared them historically and looked for other factors that could explain the
           phenomena. If you’ve read or heard about the Creative Class, chances are this is what you know.



No 44.01       Info                                                                                           /2
ChangeThis




              Location, Location, Location?
              The Internet was supposed to make place irrelevant. With e-mail and the Web, combined with faxes,
              cell phones and FedEx, we could work from anywhere. A decade ago, there was a lot of talk about
              the “death of distance.”

              This communications revolution coincided with globalization. New York Times columnist Thomas
              Friedman, in his best-seller The World Is Flat, argued that the global playing field has been leveled,
              the prizes are there for the taking, and all of us are players—no matter where on the surface of
              the world we may reside.

              There is some truth to both of these ideas. Modern communications have made it possible to do
              business from anywhere in the world. The world economy is no longer dominated by a few countries,
              with 90% of the globe relegated to producing raw materials.




           The Internet was supposed to make place
           irrelevant. With e-mail and the Web,
           combined with faxes, cell phones and FedEx,
           we could work from anywhere.



No 44.01           Info                                                                                          /2
ChangeThis




             The World is Spiky
              However, it didn’t turn out that way. In study after study, we and others have found that, in fact,
              economic success is becoming more concentrated in a few regions—in the United States and around
              the world. Far from being flat, the world is spiky. Talent, economic growth and innovation are
              becoming increasingly concentrated in a few dozen regions around the world. Here are some findings
              from a few of the numerous studies I’ve done with my team that demonstrate this spikiness.


           Far from being flat, the world is spiky.
           Talent, economic growth and innovation are
           becoming increasingly concentrated
           in a few dozen regions around the world.
              Creative Class
              To begin with, the top creative class cities in the United States in Rise were (in order): Austin,
              San Francisco, Seattle, Boston, Raleigh-Durham, Portland, Minneapolis, Washington D.C.,
              Sacramento and Denver. These regions are growing and becoming prosperous, even as much
              of the country fights decline.

              Where The Brains Are
              In 2006 I did a study of where college graduates were locating. We mapped the US and looked
              at the number of college graduates in each county compared to the national average. In 1970
              (the average was 11 per 100) the distribution was fairly even nationwide. Some big cities and




No 44.01           Info                                                                                            /2
ChangeThis




           college towns exceeded the national average, and much of the Deep South and some of the Midwest
           were lower, but the differences weren’t dramatic.

           But, by 2000 (the average was 24 per 100), the picture had changed dramatically. The regions that
           were above average had grown, and they were bordered by counties that were average. But the
           majority of the country had emptied out. Hundreds of rural counties that had been average dropped
           to way below average. More than that, Rust Belt cities like Cleveland and Detroit had plummeted.
           There has been an unmistakable migration of educated people to what we’ve identified as the
           Creative Class cities.

           Going Global
           Starting with the work I did for Flight, I’ve been exploring economic growth worldwide. Because
           data is collected differently in every country, it’s difficult to get a good handle on the numbers.
           However, working with cartographer/researcher Timothy Gulden, my team developed four maps
           showing concentration of economic activity and creativity worldwide. (There’s more detail on
           this in Who’s Your City.)

           •   The first map showed population density, based on the Landscan Global Population Database.
               As expected, it shows a large concentration in East and South Asia (China and India), Europe,
               and along the coasts of North and South America.

           •   The second map targeted economic activity. This was the trickiest one to capture. We used
               a widely circulated illustration of the world at night, with higher concentrations of light
               and electricity use serving as a proxy for economic activity. The high points are Japan, two
               cities in China, Europe, and both coasts of North America.

           •   The third map measured commercial innovation, based on numbers of patents registered
               with the US Patent Office and the World Intellectual Property Organization. The highest spikes
               are Tokyo and Taiwan, followed by a few cities in Europe and in the United States.




No 44.01        Info                                                                                             /2
ChangeThis




           •   The fourth map located scientific discovery. We looked at where the 1,200 most heavily cited
               scientists in leading fields lived and worked. This is much more concentrated and is limited to a
               few cities in Europe, the Northeastern United States and the West Coast, with the San Francisco
               Bay Area being by far the leading region worldwide.

           When you overlay the four maps together, an intriguing pattern appears. With each layer that is
           added, the pattern becomes increasingly concentrated. At the base, the population is already highly
           concentrated. Most of the world’s people live in a relatively small number of big cities. The distribu-
           tion of economic activity is even more skewed; many regions, despite large populations, barely
           register (think India and South America). Innovation and star scientists come from fewer and fewer
           places still. The world gets spikier and spikier the further you climb up the ladder of economic
           development, from producing basic goods to undertaking significant new innovations.

           What these maps show is that there are about a dozen places in the US, and two or three dozen
           places worldwide that dominate the global economy. Even the famed globalization of manufacturing
           is concentrated. We’re not in competition with China for manufacturing; we’re in competition
           with Beijing, Shanghai and Hong Kong. We’re not in competition with India for software development;
           we’re in competition with Bangalore and Madras.

           Mega-Regions
           Another phenomenon is that the world’s economic activity is overflowing regional and national
           boundaries as cities’ economic spheres spread and overlap into mega-regions. These large
           areas such as Bos-Wash running from Boston to Washington, D.C., Greater London encompassing
           almost all of England, and Mumbai-Poona in India are starting to replace nation states as the
           world’s locus of economic activity. These largely overlap with the maps of economic activity above.




No 44.01        Info                                                                                          /2
ChangeThis




           The Wealth of Place
           So far, this discussion has been about economics as they are important to economic development
           departments. But wait. Didn’t we start by talking about where you live? What’s the importance
           of all this to individuals? Well, a lot. If you’re thinking of relocating, there are several things you
           need to consider.

           Where the Jobs Are
           If you’re a young person looking for career opportunities, you’re aware that old-fashioned company
           loyalty is history. So finding a job and moving to it isn’t a long-term strategy. In today’s market, it’s
           more important to find a location with lots of opportunities in your field—what I call a “thick job
           market.” If you’re in the creative class fields, these are going to be where there are lots of people like
           you because, increasingly, companies locate where they can find talented employees rather than the
           other way around. Furthermore, new companies are started as spin-offs by employees of existing
           companies, and they hire their peers from those companies or elsewhere.

           Superstar Cities
           Buying a house is the largest investment most people make. And recently this has been pretty
           scary, with the rapid run-up of prices and the housing bubble bursting in late 2007. But, interestingly,
           where your house is matters—a lot. In a 2004 study called Superstar Cities, Economist Joseph
           Gyourko identified 15 US cities that have significantly outperformed the national average in house
           price growth since 1940. If you’re thinking of buying a house, these cities would probably be a
           better bet as a long term investment than other places. Of the top 15, nine are in the top 10
           Creative Class cities (in seven regions, as we treated San Francisco and San Jose as part of the
           Bay Area, and Seattle and Tacoma as one region).




No 44.01        Info                                                                                            /2
ChangeThis




           If you’re in the creative class fields, these are
           going to be where there are lots of people like you
           because, increasingly, companies locate where
           they can find talented employees rather than the
           other way around.
              Love
              If you’re young and single, chances are you’re thinking of finding that one special someone.
              If you’re looking for sheer numbers, a 2007 National Geographic map of where singles live showed
              that cities in the West had more single men than women, and more single women than men live
              in the East. But, if you’re looking for similar interests, then you probably want to look at other factors
              such as attitudes, openness, and levels of education in a city.

              Happiness
              In 2005 and 2006, I conducted a large-scale Place and Happiness Survey with the Gallup
              Organization. We surveyed more than 27,000 people in 8,000 communities nationwide and found
              that on a 1-to-5 scale, place scored 3.63—behind personal life (4.08) and work (3.98), but ahead
              of finances (3.46). We also identified seven factors of community satisfaction: a good place to raise
              children, a good place to meet people and make friends, a place with physical beauty, good schools,
              parks and open space, a safe place, and a good place for entrepreneurs and new businesses.




No 44.01           Info                                                                                            /2
ChangeThis




           Place Yourself
           In Who’s Your City, I list a ten-step process for deciding on a new home.
           Here’s an abbreviated version:

           1. What’s important to you?
           What do you like most and least about where you live now? Where are the places you’d most like to
           live? Is it important to find a job in your field, or are you thinking of a career change? How important
           to you are outdoor activities and nature? Climate and weather? Cultural activities and the arts?

           2. Generate a short list.
           A good starting place is Bert Sterling’s “Find Your Own Best Place Tool” at www.bestplaces.net, which
           allows you to compare communities by cost of living, schools, crime, climate and other factors.

           3. Do Your Homework.
           Read and gather information. Look at statistics. Read the local papers. Visit and talk to people.
           I’m working on a web-based Place Finder, which I’ll be posting when the book is published.

           4. What do they offer?
           How do the cities compare in job opportunities? Cost-of-Living? Professional development?
           Networking opportunities?

           5. The Basics.
           Are the schools good? The streets safe? Housing affordable? Transportation available, and congestion
           manageable?

           6. Does the place “Get it”?
           What is the political leadership like? Not only now, but historically? Are there opportunities for
           citizen involvement?




No 44.01        Info                                                                                            0/2
ChangeThis




           7. Values check.
           Does the place match your values? Is there tolerance of differences? Do people seem to trust one
           another? Do people seem to feel free to express their individuality? And how important are these
           things to you?

           8. Does it Light Your Fire?
           What are the aesthetics of the place? Does it have parks, old buildings, interesting stores?
           And which of these matters most to you? Does it seem authentic? Does it have unique neighborhoods
           or is everything generic? Does it value and preserve its history? Whatever you do for fun, is it
           available? Arts  culture, music or theater, spectator or participant sports. Find the people who
           live there and share your interests, and talk to them.

           9. Tally it up.
           Remember, no place is perfect. Make a chart of what’s important to you and compare the places
           on your short list. Add up the places and compare them. But don’t decide based on just numbers.
           Use your chart to choose places to actually visit.

           10. Go There
           Do you know people who live in each city? Talk to them.
           Visit for more than just a weekend. What is the rhythm of the city during the week? Overnight?
           Is the noise level alright? Are the streets too empty or too crowded?
           Explore different neighborhoods. A city is more than just its downtown.



           This is a lot to think about, but it may be the most important decision of your life.
           It’s worth the work. Choose wisely.




No 44.01        Info                                                                                        /2
ChangeThis



                    info
                           ABouT THe AuTHoR
                           Richard Florida is the Professor of Business and Creativity at the Rotman School of Management, University
                           of Toronto, and the founder of the Creative Class Group, a for-profit think tank that charts trends in business,
                           communities and lifestyles. Florida has held professorships at George Mason University and Carnegie Mellon
                           University, has taught as a visiting professor at Harvard and MIT, and is a former senior scientist with the
                           Gallup Organization. His national best-seller, The Rise of the Creative Class, was awarded the Washington
                           Monthly’s Political Book Award and Harvard Business Review’s Breakthrough Idea Award. Florida’s next book,
                           Who’s Your City?, will be released March 10th, 2008.


                           SenD THIS
                           Pass along a copy of this manifesto to others.


                           SuBSCRIBe
 BuY THe Book
                           Sign up for our free e-newsletter to learn about our latest manifestos as soon as they are available.
 Get more details
 or buy a copy
 of Richard Florida’s      BoRn on DATe
 Who’s Your City?          This document was created on March 5, 2008 and is based on the best information available at that time.
                           Check here for updates.

                           ABouT CHAnGeTHIS                             CopYRIGHT InFo                                 WHAT You CAn Do
                           ChangeThis is a vehicle, not a publisher.    The copyright of this work belongs             You are given the unlimited right to
                           We make it easy for big ideas to spread.     to the author, who is solely responsible       print this manifesto and to distribute it
                           While the authors we work with are           for the content.                               electronically (via email, your website,
                           responsible for their own work, they don’t   This work is licensed under the Creative       or any other means). You can print out
                           necessarily agree with everything            Commons Attribution-NonCommercial-             pages and put them in your favorite
                           available in ChangeThis format. But you      NoDerivs License. To view a copy of this       coffee shop’s windows or your doctor’s
                           knew that already.                           license, visit Creative Commons or send a      waiting room. You can transcribe the
                           ChangeThis is supported by the love and      letter to Creative Commons, 559 Nathan         author’s words onto the sidewalk, or you
                           tender care of 800-CEO-READ. Visit us        Abbott Way, Stanford, California 94305, USA.   can hand out copies to everyone you
                           at 800-CEO-READ or at our daily blog.                                                       meet. You may not alter this manifesto
                                                                        Cover image from iStockphoto®
                                                                                                                       in any way, though, and you may not
                                                                                                                       charge for it.




No 44.01                         Info                                                                                                                       2/2

More Related Content

What's hot

Panduan pelaksanaan peremajaan kawasan permukiman kota
Panduan pelaksanaan peremajaan kawasan permukiman kotaPanduan pelaksanaan peremajaan kawasan permukiman kota
Panduan pelaksanaan peremajaan kawasan permukiman kota
infosanitasi
 
Permen pu no. 6 th.2007 tt pedoman rtbl
Permen pu  no. 6 th.2007 tt pedoman rtblPermen pu  no. 6 th.2007 tt pedoman rtbl
Permen pu no. 6 th.2007 tt pedoman rtbl
Deki Zulkarnain
 
Buku Saku Pembangunan Permukiman dan Perumahan
Buku Saku Pembangunan Permukiman dan Perumahan Buku Saku Pembangunan Permukiman dan Perumahan
Buku Saku Pembangunan Permukiman dan Perumahan
Oswar Mungkasa
 

What's hot (20)

Laporan Akhir Regional Studio Perencanaan
Laporan Akhir Regional Studio PerencanaanLaporan Akhir Regional Studio Perencanaan
Laporan Akhir Regional Studio Perencanaan
 
Aplikasi City branding dalam Perencanaan tata ruang
Aplikasi City branding dalam Perencanaan tata ruangAplikasi City branding dalam Perencanaan tata ruang
Aplikasi City branding dalam Perencanaan tata ruang
 
Masukan untuk Renstra Badan Geologi 2025-2029
Masukan untuk Renstra Badan Geologi 2025-2029Masukan untuk Renstra Badan Geologi 2025-2029
Masukan untuk Renstra Badan Geologi 2025-2029
 
Presentasi 2 kunci ppw semnas geografi ugm , pak lutfi
Presentasi 2 kunci ppw semnas geografi ugm , pak lutfiPresentasi 2 kunci ppw semnas geografi ugm , pak lutfi
Presentasi 2 kunci ppw semnas geografi ugm , pak lutfi
 
Prospek dan Tantangan Smart City Di Indonesia
Prospek dan Tantangan Smart City Di IndonesiaProspek dan Tantangan Smart City Di Indonesia
Prospek dan Tantangan Smart City Di Indonesia
 
Isu isu strategis dan agenda pembangunan rt rpjmn 2020-2024
Isu isu strategis dan agenda pembangunan rt rpjmn 2020-2024Isu isu strategis dan agenda pembangunan rt rpjmn 2020-2024
Isu isu strategis dan agenda pembangunan rt rpjmn 2020-2024
 
Participatory Planning: A Conceptual Framework
Participatory Planning: A Conceptual FrameworkParticipatory Planning: A Conceptual Framework
Participatory Planning: A Conceptual Framework
 
Panduan pelaksanaan peremajaan kawasan permukiman kota
Panduan pelaksanaan peremajaan kawasan permukiman kotaPanduan pelaksanaan peremajaan kawasan permukiman kota
Panduan pelaksanaan peremajaan kawasan permukiman kota
 
Pedoman penyusunan RDTR Kota
Pedoman penyusunan RDTR KotaPedoman penyusunan RDTR Kota
Pedoman penyusunan RDTR Kota
 
Applications of gis in planning
Applications of gis in planningApplications of gis in planning
Applications of gis in planning
 
Materi kuliah-tata-ruang-dan-perencanaan-lingkungan1
Materi kuliah-tata-ruang-dan-perencanaan-lingkungan1Materi kuliah-tata-ruang-dan-perencanaan-lingkungan1
Materi kuliah-tata-ruang-dan-perencanaan-lingkungan1
 
Geospatial digital twin
Geospatial digital twinGeospatial digital twin
Geospatial digital twin
 
Bab i Rancang Kota
Bab i Rancang KotaBab i Rancang Kota
Bab i Rancang Kota
 
Permen pu no. 6 th.2007 tt pedoman rtbl
Permen pu  no. 6 th.2007 tt pedoman rtblPermen pu  no. 6 th.2007 tt pedoman rtbl
Permen pu no. 6 th.2007 tt pedoman rtbl
 
KLHS
KLHSKLHS
KLHS
 
Paparan RKPD Jabar 2023 - Musrenbang Kota Cimahi - Kamis 17 Maret 2022-Final.pdf
Paparan RKPD Jabar 2023 - Musrenbang Kota Cimahi - Kamis 17 Maret 2022-Final.pdfPaparan RKPD Jabar 2023 - Musrenbang Kota Cimahi - Kamis 17 Maret 2022-Final.pdf
Paparan RKPD Jabar 2023 - Musrenbang Kota Cimahi - Kamis 17 Maret 2022-Final.pdf
 
Buku Saku Pembangunan Permukiman dan Perumahan
Buku Saku Pembangunan Permukiman dan Perumahan Buku Saku Pembangunan Permukiman dan Perumahan
Buku Saku Pembangunan Permukiman dan Perumahan
 
Pedoman Penyusunan Rencana Detail Tata Ruang dan Peraturan Zonasi Kabupaten/Kota
Pedoman Penyusunan Rencana Detail Tata Ruang dan Peraturan Zonasi Kabupaten/KotaPedoman Penyusunan Rencana Detail Tata Ruang dan Peraturan Zonasi Kabupaten/Kota
Pedoman Penyusunan Rencana Detail Tata Ruang dan Peraturan Zonasi Kabupaten/Kota
 
Perencanaan NSPK penataan ruang
Perencanaan NSPK penataan ruangPerencanaan NSPK penataan ruang
Perencanaan NSPK penataan ruang
 
Tata Kelola Kolaboratif dalam Pengembangan Wilayah Berkelanjutan. Konsep, Pra...
Tata Kelola Kolaboratif dalam Pengembangan Wilayah Berkelanjutan. Konsep, Pra...Tata Kelola Kolaboratif dalam Pengembangan Wilayah Berkelanjutan. Konsep, Pra...
Tata Kelola Kolaboratif dalam Pengembangan Wilayah Berkelanjutan. Konsep, Pra...
 

Similar to CHANGETHIS A Creative Manifesto: Why the Place You Choose to Live is the Most Important Decision of Your Life

Global Engagement in an Interconnected WorldSummarized from a p.docx
Global Engagement in an Interconnected WorldSummarized from a p.docxGlobal Engagement in an Interconnected WorldSummarized from a p.docx
Global Engagement in an Interconnected WorldSummarized from a p.docx
whittemorelucilla
 
94.01.creative resevoir
94.01.creative resevoir94.01.creative resevoir
94.01.creative resevoir
Amanda Snyder
 
The Millennial Perspective-IssueBrief
The Millennial Perspective-IssueBriefThe Millennial Perspective-IssueBrief
The Millennial Perspective-IssueBrief
Courtney Hull
 
Arc 211: American Diversity and Design: Lovepreet Kaur
Arc 211: American Diversity and Design: Lovepreet KaurArc 211: American Diversity and Design: Lovepreet Kaur
Arc 211: American Diversity and Design: Lovepreet Kaur
Lovepreet Kaur
 
From Knowledge To Understanding
From Knowledge To UnderstandingFrom Knowledge To Understanding
From Knowledge To Understanding
Domagoj Juricic
 
Climate Advocacy in the Obama Years: Assessing Strategies for Societal Change
Climate Advocacy in the Obama Years: Assessing Strategies for Societal ChangeClimate Advocacy in the Obama Years: Assessing Strategies for Societal Change
Climate Advocacy in the Obama Years: Assessing Strategies for Societal Change
Matthew Nisbet
 
10 23-09 old town new world presentation v2
10 23-09 old town new world presentation v210 23-09 old town new world presentation v2
10 23-09 old town new world presentation v2
Chad
 

Similar to CHANGETHIS A Creative Manifesto: Why the Place You Choose to Live is the Most Important Decision of Your Life (20)

A Creative Manifesto: Why the Place You Choose to Live is the Most Important ...
A Creative Manifesto: Why the Place You Choose to Live is the Most Important ...A Creative Manifesto: Why the Place You Choose to Live is the Most Important ...
A Creative Manifesto: Why the Place You Choose to Live is the Most Important ...
 
Process Analysis Essay Writing Tips. Online assignment writing service.
Process Analysis Essay Writing Tips. Online assignment writing service.Process Analysis Essay Writing Tips. Online assignment writing service.
Process Analysis Essay Writing Tips. Online assignment writing service.
 
City Life Essay. 23 essay on city life vs village life the college study
City Life Essay. 23 essay on city life vs village life the college studyCity Life Essay. 23 essay on city life vs village life the college study
City Life Essay. 23 essay on city life vs village life the college study
 
City Life Essay.pdf
City Life Essay.pdfCity Life Essay.pdf
City Life Essay.pdf
 
Global Engagement in an Interconnected WorldSummarized from a p.docx
Global Engagement in an Interconnected WorldSummarized from a p.docxGlobal Engagement in an Interconnected WorldSummarized from a p.docx
Global Engagement in an Interconnected WorldSummarized from a p.docx
 
Atlas of economic complexity part I
Atlas of economic complexity part IAtlas of economic complexity part I
Atlas of economic complexity part I
 
94.01.creative resevoir
94.01.creative resevoir94.01.creative resevoir
94.01.creative resevoir
 
creative resevoir
creative resevoircreative resevoir
creative resevoir
 
Embracing societal transformation 20111005 v1
Embracing societal transformation 20111005 v1Embracing societal transformation 20111005 v1
Embracing societal transformation 20111005 v1
 
The Millennial Perspective-IssueBrief
The Millennial Perspective-IssueBriefThe Millennial Perspective-IssueBrief
The Millennial Perspective-IssueBrief
 
Globalisation ppt
Globalisation  pptGlobalisation  ppt
Globalisation ppt
 
Essay Online Service. Online custom essay writing service - 24/7 Homework Help.
Essay Online Service. Online custom essay writing service - 24/7 Homework Help.Essay Online Service. Online custom essay writing service - 24/7 Homework Help.
Essay Online Service. Online custom essay writing service - 24/7 Homework Help.
 
Write Abstract For Research Paper
Write Abstract For Research PaperWrite Abstract For Research Paper
Write Abstract For Research Paper
 
Arc 211: American Diversity and Design: Lovepreet Kaur
Arc 211: American Diversity and Design: Lovepreet KaurArc 211: American Diversity and Design: Lovepreet Kaur
Arc 211: American Diversity and Design: Lovepreet Kaur
 
From Knowledge To Understanding
From Knowledge To UnderstandingFrom Knowledge To Understanding
From Knowledge To Understanding
 
From Knowledge To Understanding
From Knowledge To UnderstandingFrom Knowledge To Understanding
From Knowledge To Understanding
 
Climate Advocacy in the Obama Years: Assessing Strategies for Societal Change
Climate Advocacy in the Obama Years: Assessing Strategies for Societal ChangeClimate Advocacy in the Obama Years: Assessing Strategies for Societal Change
Climate Advocacy in the Obama Years: Assessing Strategies for Societal Change
 
10 23-09 old town new world presentation v2
10 23-09 old town new world presentation v210 23-09 old town new world presentation v2
10 23-09 old town new world presentation v2
 
4 Page Essay Sample. Online assignment writing service.
4 Page Essay Sample. Online assignment writing service.4 Page Essay Sample. Online assignment writing service.
4 Page Essay Sample. Online assignment writing service.
 
4 Page Essay Sample
4 Page Essay Sample4 Page Essay Sample
4 Page Essay Sample
 

More from Bernard Moon

More from Bernard Moon (20)

SparkLabs Group Year End Highlights 2019
SparkLabs Group Year End Highlights 2019SparkLabs Group Year End Highlights 2019
SparkLabs Group Year End Highlights 2019
 
Global Technology Trends & Top Ten Startup Hubs 2019
Global Technology Trends & Top Ten Startup Hubs 2019Global Technology Trends & Top Ten Startup Hubs 2019
Global Technology Trends & Top Ten Startup Hubs 2019
 
SparkLabs Group Overview 11 2018
SparkLabs Group Overview 11 2018SparkLabs Group Overview 11 2018
SparkLabs Group Overview 11 2018
 
Global Technology Trends & Top Ten Startup Hubs 2017
Global Technology Trends & Top Ten Startup Hubs 2017Global Technology Trends & Top Ten Startup Hubs 2017
Global Technology Trends & Top Ten Startup Hubs 2017
 
SparkLabs Group Deep Tech Sector Overview 2017
SparkLabs Group Deep Tech Sector Overview 2017SparkLabs Group Deep Tech Sector Overview 2017
SparkLabs Group Deep Tech Sector Overview 2017
 
2016 SparkLabs Global Year-End Review
2016 SparkLabs Global Year-End Review2016 SparkLabs Global Year-End Review
2016 SparkLabs Global Year-End Review
 
Global Technology Trends & Top Ten Startup Hubs 2016
Global Technology Trends & Top Ten Startup Hubs 2016Global Technology Trends & Top Ten Startup Hubs 2016
Global Technology Trends & Top Ten Startup Hubs 2016
 
Startup Fundraising 101 Revisited
Startup Fundraising 101 RevisitedStartup Fundraising 101 Revisited
Startup Fundraising 101 Revisited
 
FinTech Industry Report 2016
FinTech Industry Report 2016FinTech Industry Report 2016
FinTech Industry Report 2016
 
Internet of Things & Hardware Industry Report 2016
Internet of Things & Hardware Industry Report 2016Internet of Things & Hardware Industry Report 2016
Internet of Things & Hardware Industry Report 2016
 
Global Technology Trends & Startup Hubs 2015
Global Technology Trends & Startup Hubs 2015Global Technology Trends & Startup Hubs 2015
Global Technology Trends & Startup Hubs 2015
 
SparkLabs Global Ventures: Our First 16 Months
SparkLabs Global Ventures:  Our First 16 MonthsSparkLabs Global Ventures:  Our First 16 Months
SparkLabs Global Ventures: Our First 16 Months
 
SparkLabs Global Asia E-Commerce Report 2015
SparkLabs Global Asia E-Commerce Report 2015SparkLabs Global Asia E-Commerce Report 2015
SparkLabs Global Asia E-Commerce Report 2015
 
SparkLabs Accelerator Q1 2015
SparkLabs Accelerator Q1 2015SparkLabs Accelerator Q1 2015
SparkLabs Accelerator Q1 2015
 
SparkLabs Global @ APEC STARTUPS CONFERENCE III
SparkLabs Global @ APEC STARTUPS CONFERENCE IIISparkLabs Global @ APEC STARTUPS CONFERENCE III
SparkLabs Global @ APEC STARTUPS CONFERENCE III
 
SparkLabs Global Ventures: First Ten Months, First 29 Investments
SparkLabs Global Ventures:  First Ten Months, First 29 InvestmentsSparkLabs Global Ventures:  First Ten Months, First 29 Investments
SparkLabs Global Ventures: First Ten Months, First 29 Investments
 
SparkLabs Global Wireless Industry Overview 2014
SparkLabs Global Wireless Industry Overview 2014SparkLabs Global Wireless Industry Overview 2014
SparkLabs Global Wireless Industry Overview 2014
 
Next 2013: Innovation and The Future (Post Conference Overview) Korean Version
Next 2013: Innovation and The Future (Post Conference Overview) Korean VersionNext 2013: Innovation and The Future (Post Conference Overview) Korean Version
Next 2013: Innovation and The Future (Post Conference Overview) Korean Version
 
Next 2013: Innovation and The Future (Post Conference Overview)
Next 2013: Innovation and The Future (Post Conference Overview)Next 2013: Innovation and The Future (Post Conference Overview)
Next 2013: Innovation and The Future (Post Conference Overview)
 
Global Technology Trends & Startup Hubs 2014
Global Technology Trends & Startup Hubs 2014Global Technology Trends & Startup Hubs 2014
Global Technology Trends & Startup Hubs 2014
 

Recently uploaded

What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 
ch 2 asset classes and financial instrument.ppt
ch 2 asset classes and financial instrument.pptch 2 asset classes and financial instrument.ppt
ch 2 asset classes and financial instrument.ppt
ZawadAmin2
 

Recently uploaded (20)

Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
LinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptxLinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptx
 
Chapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptxChapter 2ppt Entrepreneurship freshman course.pptx
Chapter 2ppt Entrepreneurship freshman course.pptx
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Making Sense of Tactile Indicators: A User-Friendly Guide
Making Sense of Tactile Indicators: A User-Friendly GuideMaking Sense of Tactile Indicators: A User-Friendly Guide
Making Sense of Tactile Indicators: A User-Friendly Guide
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement CriteriaSedex Members Ethical Trade Audit (SMETA) Measurement Criteria
Sedex Members Ethical Trade Audit (SMETA) Measurement Criteria
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
Aspire Time & Life Leadership Workshop 2024
Aspire Time & Life Leadership Workshop 2024Aspire Time & Life Leadership Workshop 2024
Aspire Time & Life Leadership Workshop 2024
 
Stages of Startup Funding - An Explainer
Stages of Startup Funding - An ExplainerStages of Startup Funding - An Explainer
Stages of Startup Funding - An Explainer
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptx
 
ch 2 asset classes and financial instrument.ppt
ch 2 asset classes and financial instrument.pptch 2 asset classes and financial instrument.ppt
ch 2 asset classes and financial instrument.ppt
 
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
 
Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)Special Purpose Vehicle (Purpose, Formation & examples)
Special Purpose Vehicle (Purpose, Formation & examples)
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to Know
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 

CHANGETHIS A Creative Manifesto: Why the Place You Choose to Live is the Most Important Decision of Your Life

  • 1. ChangeThis A Creative Manifesto: Why the Place You Choose to Live is the Most Important Decision of Your Life By Richard Florida No 44.01 Info /2
  • 2. ChangeThis The Most Important Decision of Your Life Increasingly, the place you choose to live will help determine your success in business, in finding a life partner, and in living a fulfilling life. In fact, it may be the most important decision of your life. I believe that we are in the beginnings of a shift as fundamental as the industrial revolution was over a century ago—one that will have as dramatic an impact on how people live and work. Furthermore, it will have a dramatic impact on where they live and work. Here’s why: 1. The world is moving to a creativity based economy. The places that succeed will be the ones that stay ahead of the curve and are able to adapt quickly. 2. This creative economy is based on creative people—not just artists and musicians, but engineers, scientists, architects, and educators. These are whom I call the creative class, people who work with their minds to create new things with value. 3. Creative people can live wherever they want. This means the creative economy is different from the older industrial or agricultural economies, where resources like iron or coal, or location on trade routes, were what determined business location. The new resource is people, and they’re mobile. 4. Creative people cluster. They move to places where there are other creative people for them to interact with. For the past decade my work has been documenting this fact and analyzing where and why they move, and what factors lead to this clustering. These four points were the basis of my book, The Rise of the Creative Class, which talked about these changes in the United States. My next book, Flight of the Creative Class, talked about these changes on a worldwide scale. This article, and my new book Who’s Your City?, explore these changes and what they mean for individuals. No 44.01 Info 2/2
  • 3. ChangeThis Why Some Cities Are Creative Winners In the 1990s, I was an academic economist at Carnegie Mellon University in Pittsburgh, studying urban economic development. And Pittsburgh—despite world class universities, professional sports teams, cultural institutions and a trained workforce—was one of the new economy’s losers. Its educated young people left, new industries didn’t form, and unemployment was growing. I started looking at cities that were the winners and what they had in common. Working with a team of graduate students and researchers, I identified three characteristics of cities with dynamic economies that we came to call the Three T’s. 1. Talent. These regions had lots of college-educated people. But we thought there was something deeper, and what we found was that they had concentrations of people in certain creative professions, which we named the Creative Class. 2. Technology. The creative economy regions had lots of high tech companies, and they excelled at innovation (measured by numbers of patents). Most economists agreed on these measures of success. But as I searched for why some cities were attracting these people and businesses, we dug into the demographics and came up with some surprising and controversial findings in our third T. 3. Tolerance. Our research found that the cities that were succeeding in the first two T’s had a third thing in common—they were open to many different kinds of people, ideas and lifestyles. The three distinct groups that were identified with creative class cities in high numbers were Gays, Immigrants and Bohemians (artists and musicians). I didn’t set out with a political agenda to choose certain groups, although we could hardly have found three more controversial populations in today’s culture wars. But, in fact, all three T’s were arrived at using data from the US Census, Bureau of Labor Statistics and other government and industry sources (for the technology measures). Furthermore, we ran detailed statistical analysis of this data, compared them historically and looked for other factors that could explain the phenomena. If you’ve read or heard about the Creative Class, chances are this is what you know. No 44.01 Info /2
  • 4. ChangeThis Location, Location, Location? The Internet was supposed to make place irrelevant. With e-mail and the Web, combined with faxes, cell phones and FedEx, we could work from anywhere. A decade ago, there was a lot of talk about the “death of distance.” This communications revolution coincided with globalization. New York Times columnist Thomas Friedman, in his best-seller The World Is Flat, argued that the global playing field has been leveled, the prizes are there for the taking, and all of us are players—no matter where on the surface of the world we may reside. There is some truth to both of these ideas. Modern communications have made it possible to do business from anywhere in the world. The world economy is no longer dominated by a few countries, with 90% of the globe relegated to producing raw materials. The Internet was supposed to make place irrelevant. With e-mail and the Web, combined with faxes, cell phones and FedEx, we could work from anywhere. No 44.01 Info /2
  • 5. ChangeThis The World is Spiky However, it didn’t turn out that way. In study after study, we and others have found that, in fact, economic success is becoming more concentrated in a few regions—in the United States and around the world. Far from being flat, the world is spiky. Talent, economic growth and innovation are becoming increasingly concentrated in a few dozen regions around the world. Here are some findings from a few of the numerous studies I’ve done with my team that demonstrate this spikiness. Far from being flat, the world is spiky. Talent, economic growth and innovation are becoming increasingly concentrated in a few dozen regions around the world. Creative Class To begin with, the top creative class cities in the United States in Rise were (in order): Austin, San Francisco, Seattle, Boston, Raleigh-Durham, Portland, Minneapolis, Washington D.C., Sacramento and Denver. These regions are growing and becoming prosperous, even as much of the country fights decline. Where The Brains Are In 2006 I did a study of where college graduates were locating. We mapped the US and looked at the number of college graduates in each county compared to the national average. In 1970 (the average was 11 per 100) the distribution was fairly even nationwide. Some big cities and No 44.01 Info /2
  • 6. ChangeThis college towns exceeded the national average, and much of the Deep South and some of the Midwest were lower, but the differences weren’t dramatic. But, by 2000 (the average was 24 per 100), the picture had changed dramatically. The regions that were above average had grown, and they were bordered by counties that were average. But the majority of the country had emptied out. Hundreds of rural counties that had been average dropped to way below average. More than that, Rust Belt cities like Cleveland and Detroit had plummeted. There has been an unmistakable migration of educated people to what we’ve identified as the Creative Class cities. Going Global Starting with the work I did for Flight, I’ve been exploring economic growth worldwide. Because data is collected differently in every country, it’s difficult to get a good handle on the numbers. However, working with cartographer/researcher Timothy Gulden, my team developed four maps showing concentration of economic activity and creativity worldwide. (There’s more detail on this in Who’s Your City.) • The first map showed population density, based on the Landscan Global Population Database. As expected, it shows a large concentration in East and South Asia (China and India), Europe, and along the coasts of North and South America. • The second map targeted economic activity. This was the trickiest one to capture. We used a widely circulated illustration of the world at night, with higher concentrations of light and electricity use serving as a proxy for economic activity. The high points are Japan, two cities in China, Europe, and both coasts of North America. • The third map measured commercial innovation, based on numbers of patents registered with the US Patent Office and the World Intellectual Property Organization. The highest spikes are Tokyo and Taiwan, followed by a few cities in Europe and in the United States. No 44.01 Info /2
  • 7. ChangeThis • The fourth map located scientific discovery. We looked at where the 1,200 most heavily cited scientists in leading fields lived and worked. This is much more concentrated and is limited to a few cities in Europe, the Northeastern United States and the West Coast, with the San Francisco Bay Area being by far the leading region worldwide. When you overlay the four maps together, an intriguing pattern appears. With each layer that is added, the pattern becomes increasingly concentrated. At the base, the population is already highly concentrated. Most of the world’s people live in a relatively small number of big cities. The distribu- tion of economic activity is even more skewed; many regions, despite large populations, barely register (think India and South America). Innovation and star scientists come from fewer and fewer places still. The world gets spikier and spikier the further you climb up the ladder of economic development, from producing basic goods to undertaking significant new innovations. What these maps show is that there are about a dozen places in the US, and two or three dozen places worldwide that dominate the global economy. Even the famed globalization of manufacturing is concentrated. We’re not in competition with China for manufacturing; we’re in competition with Beijing, Shanghai and Hong Kong. We’re not in competition with India for software development; we’re in competition with Bangalore and Madras. Mega-Regions Another phenomenon is that the world’s economic activity is overflowing regional and national boundaries as cities’ economic spheres spread and overlap into mega-regions. These large areas such as Bos-Wash running from Boston to Washington, D.C., Greater London encompassing almost all of England, and Mumbai-Poona in India are starting to replace nation states as the world’s locus of economic activity. These largely overlap with the maps of economic activity above. No 44.01 Info /2
  • 8. ChangeThis The Wealth of Place So far, this discussion has been about economics as they are important to economic development departments. But wait. Didn’t we start by talking about where you live? What’s the importance of all this to individuals? Well, a lot. If you’re thinking of relocating, there are several things you need to consider. Where the Jobs Are If you’re a young person looking for career opportunities, you’re aware that old-fashioned company loyalty is history. So finding a job and moving to it isn’t a long-term strategy. In today’s market, it’s more important to find a location with lots of opportunities in your field—what I call a “thick job market.” If you’re in the creative class fields, these are going to be where there are lots of people like you because, increasingly, companies locate where they can find talented employees rather than the other way around. Furthermore, new companies are started as spin-offs by employees of existing companies, and they hire their peers from those companies or elsewhere. Superstar Cities Buying a house is the largest investment most people make. And recently this has been pretty scary, with the rapid run-up of prices and the housing bubble bursting in late 2007. But, interestingly, where your house is matters—a lot. In a 2004 study called Superstar Cities, Economist Joseph Gyourko identified 15 US cities that have significantly outperformed the national average in house price growth since 1940. If you’re thinking of buying a house, these cities would probably be a better bet as a long term investment than other places. Of the top 15, nine are in the top 10 Creative Class cities (in seven regions, as we treated San Francisco and San Jose as part of the Bay Area, and Seattle and Tacoma as one region). No 44.01 Info /2
  • 9. ChangeThis If you’re in the creative class fields, these are going to be where there are lots of people like you because, increasingly, companies locate where they can find talented employees rather than the other way around. Love If you’re young and single, chances are you’re thinking of finding that one special someone. If you’re looking for sheer numbers, a 2007 National Geographic map of where singles live showed that cities in the West had more single men than women, and more single women than men live in the East. But, if you’re looking for similar interests, then you probably want to look at other factors such as attitudes, openness, and levels of education in a city. Happiness In 2005 and 2006, I conducted a large-scale Place and Happiness Survey with the Gallup Organization. We surveyed more than 27,000 people in 8,000 communities nationwide and found that on a 1-to-5 scale, place scored 3.63—behind personal life (4.08) and work (3.98), but ahead of finances (3.46). We also identified seven factors of community satisfaction: a good place to raise children, a good place to meet people and make friends, a place with physical beauty, good schools, parks and open space, a safe place, and a good place for entrepreneurs and new businesses. No 44.01 Info /2
  • 10. ChangeThis Place Yourself In Who’s Your City, I list a ten-step process for deciding on a new home. Here’s an abbreviated version: 1. What’s important to you? What do you like most and least about where you live now? Where are the places you’d most like to live? Is it important to find a job in your field, or are you thinking of a career change? How important to you are outdoor activities and nature? Climate and weather? Cultural activities and the arts? 2. Generate a short list. A good starting place is Bert Sterling’s “Find Your Own Best Place Tool” at www.bestplaces.net, which allows you to compare communities by cost of living, schools, crime, climate and other factors. 3. Do Your Homework. Read and gather information. Look at statistics. Read the local papers. Visit and talk to people. I’m working on a web-based Place Finder, which I’ll be posting when the book is published. 4. What do they offer? How do the cities compare in job opportunities? Cost-of-Living? Professional development? Networking opportunities? 5. The Basics. Are the schools good? The streets safe? Housing affordable? Transportation available, and congestion manageable? 6. Does the place “Get it”? What is the political leadership like? Not only now, but historically? Are there opportunities for citizen involvement? No 44.01 Info 0/2
  • 11. ChangeThis 7. Values check. Does the place match your values? Is there tolerance of differences? Do people seem to trust one another? Do people seem to feel free to express their individuality? And how important are these things to you? 8. Does it Light Your Fire? What are the aesthetics of the place? Does it have parks, old buildings, interesting stores? And which of these matters most to you? Does it seem authentic? Does it have unique neighborhoods or is everything generic? Does it value and preserve its history? Whatever you do for fun, is it available? Arts culture, music or theater, spectator or participant sports. Find the people who live there and share your interests, and talk to them. 9. Tally it up. Remember, no place is perfect. Make a chart of what’s important to you and compare the places on your short list. Add up the places and compare them. But don’t decide based on just numbers. Use your chart to choose places to actually visit. 10. Go There Do you know people who live in each city? Talk to them. Visit for more than just a weekend. What is the rhythm of the city during the week? Overnight? Is the noise level alright? Are the streets too empty or too crowded? Explore different neighborhoods. A city is more than just its downtown. This is a lot to think about, but it may be the most important decision of your life. It’s worth the work. Choose wisely. No 44.01 Info /2
  • 12. ChangeThis info ABouT THe AuTHoR Richard Florida is the Professor of Business and Creativity at the Rotman School of Management, University of Toronto, and the founder of the Creative Class Group, a for-profit think tank that charts trends in business, communities and lifestyles. Florida has held professorships at George Mason University and Carnegie Mellon University, has taught as a visiting professor at Harvard and MIT, and is a former senior scientist with the Gallup Organization. His national best-seller, The Rise of the Creative Class, was awarded the Washington Monthly’s Political Book Award and Harvard Business Review’s Breakthrough Idea Award. Florida’s next book, Who’s Your City?, will be released March 10th, 2008. SenD THIS Pass along a copy of this manifesto to others. SuBSCRIBe BuY THe Book Sign up for our free e-newsletter to learn about our latest manifestos as soon as they are available. Get more details or buy a copy of Richard Florida’s BoRn on DATe Who’s Your City? This document was created on March 5, 2008 and is based on the best information available at that time. Check here for updates. ABouT CHAnGeTHIS CopYRIGHT InFo WHAT You CAn Do ChangeThis is a vehicle, not a publisher. The copyright of this work belongs You are given the unlimited right to We make it easy for big ideas to spread. to the author, who is solely responsible print this manifesto and to distribute it While the authors we work with are for the content. electronically (via email, your website, responsible for their own work, they don’t This work is licensed under the Creative or any other means). You can print out necessarily agree with everything Commons Attribution-NonCommercial- pages and put them in your favorite available in ChangeThis format. But you NoDerivs License. To view a copy of this coffee shop’s windows or your doctor’s knew that already. license, visit Creative Commons or send a waiting room. You can transcribe the ChangeThis is supported by the love and letter to Creative Commons, 559 Nathan author’s words onto the sidewalk, or you tender care of 800-CEO-READ. Visit us Abbott Way, Stanford, California 94305, USA. can hand out copies to everyone you at 800-CEO-READ or at our daily blog. meet. You may not alter this manifesto Cover image from iStockphoto® in any way, though, and you may not charge for it. No 44.01 Info 2/2