Does Economic Development Need Storytellers?
Sandra Harbrecht Ratchford
Paul Werth Associates
In 1992, political strategist James Carville coined a phrase that would help focus Bill Clinton’s campaign and lead him to a presidential victory later that year. That phrase: [it’s] the economy, stupid.
Today, economists are sharing a surprising message of their own: Economics needs storytelling.
But I wouldn’t stop there. Economic development professionals need storytelling too, and, just as important, storytellers.
In her eye-opening article in The Washington Post, Heather Long details how the decade-plus shift toward STEM fields and the “great migration” away from the humanities now calls for a correction. This is intriguing given that individuals in STEM-related fields are advocating for skill sets deeply entrenched in the humanities.
Nobel Prize winner Robert Shiller is leading that charge with his book Narrative Economics, where he makes the case for storytelling to help advance the science of economics. Shiller’s advocacy for storytelling comes at a time when English majors are in steep decline, and perhaps that too is in part due to STEM’s memorable storytelling of higher pay and guaranteed employment in IT and computer science fields.
Yet, as Long points out, a 2017 study revealed that English majors had lower unemployment rates
than individuals with degrees in Economics, Mathematics, Mechanical Engineering, and Computer and Information Systems. Another study suggests that earnings for those with backgrounds in the humanities catch up with STEM-based peers by mid-career.
The takeaway is that narratives evolve, but too often they aren’t being communicated effectively. Most economists aren’t natural storytellers, and neither are economic development professionals. However, it’s critical to their work. Today’s environment, in which there are a lot of distractions and data points flying around, makes this task even more difficult. Targeted messaging reinforced with compelling stories are essential to making economic development stories stick.
In an excellent Forbes column from a couple of years ago, branding expert Ryan Short puts it simply: “A brand is the shared system of beliefs and values that define an organization and attract others to it … Economic development experts, developers and business owners who get that are smartly investing in defining and nurturing district and community brands.”
Economic development initiatives are, at their core, about persuasive storytelling that goes beyond tax incentives. Why is this community right for this project? Why will business owners and their employees want to live here? Why is the targeted business or industry the right fit? Why is the investment worth
the risk? Why do we have the right workforce to make it successful? How will this positively impact businesses, individuals, local government and the local economy?
Answering these questions requires a consistent narrative by all the stakeholders who stand to benefit. It’s about weaving a compelling story that brings all stakeholders together in full, or near, consensus.
Think of it this way: English majors might not write a single line of computer code, but they know how to crack the code when it comes to telling a story about what that code can do. And that’s just as valuable.
OEDA announces and congratulates the 2021 class of OhioCEDS — Best in Class Ohio Certified Economic Developers
Congratulations to the 2021 Certified OhioCED Economic Development Professionalsread more
(Wilmington, Ohio) The Clinton County Port Authority is pleased to congratulate David Riggs, Director of the SBDC at Miami Regionals, for being named Ohio’s SBDC State Star in 2021.
America’s SBDC, the national association that represents the nationwide network of Small Business Development Centers (SBDCs), annually recognizes one outstanding SBDC employee from each of its 62 members. This outstanding employee exhibits exemplary performance, makes a significant contribution to their state or regional SBDC program, and shows a strong commitment to small business. Using a peer-based selection process, the Ohio SBDC network selected David Riggs for Ohio’s SBDC State Star.read more
Tiffin Foundry and Machine has announced it will purchase new machinery and hire more staff with assistance from a $50,000 JobsOhio Inclusion Grant. Tiffin Foundry has eight employees in Tiffin, and has an additional operation in North Ridgeville, Ohio.
JobsOhio’s grant, secured with assistance from the Regional Growth Partnership, will support a planned $321,923 in machinery and equipment upgrades and three new jobs. In addition, Tiffin Foundry and Machine worked with Tiffin-Seneca Economic Partnership and OhioMeansJobs – Seneca County on other potential incentives to support the company’s growth.read more