The document discusses how to rebuild emotional attachment to public schools in communities. It argues that focusing only on rational factors like measurable results and cost efficiency reinforces the view of schools as commercial enterprises. Instead, communities emotionally support organizations they feel welcome in, are proud of, and have influence over. The document outlines trends like declining young families and engaged taxpayers that erode this attachment, and proposes responding by thinking of community first, embracing reinventing schools, challenging narratives, and giving communities more responsibility and relevance.