edc whitley county, indiana presentation - delivering the american dream

DELIVERING THE AMERICAN DREAM

Ed Burghardeburghard@me.com

www.StrengtheningBrandAmerica.com• BA – State University of New York @ Potsdam in

Mathematics• MBA – Syracuse University in Innovation Management

and Marketing • Retired P&G Marketing Director with 33 years of

successful brand building experience resulting in lifetime appointment as a Harley Procter Marketer

• Retired Executive Director, Ohio Business Development Coalition – Started the 501 c(3) at the Governor’s request in 2005 and then Ohio won the Site Selection Magazine Governor’s Cup in 2006, 2007, 2008, 2009 and 2011.

• CEO and Manager, The Burghard Group LLC – Creator of the Strengthening Brand America Project

• Retired Member of the Association of Ohio Commodores• Nemacolin Energy Institute Founding Board Member• American Dream Composite Index Advisory Board

Member• Nonresident Fellow, Maxine Goodman Levin College of

Urban Affairs, Cleveland State University

First Question

Does focusing on year-over-year job growth make sense?

NOJob Growth Impacts Only

3% Of Indiana’s Residents

• Unemployment in Indiana is 6.8%• National Analysis Suggests –

– 12% are unemployable– 48% are marginally employable– 10% employable– 30% highly employable

Source: http://cjonline.com/blog-post/mrwednesdaynight/2013-06-07/unemployed-or-unemployable-lets-consult-mwn-employability

• New Jobs Directly Impact Only 2.7%

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Second Question

Do CEOs want help from economic development

professionals to create jobs?

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They Want Help In Getting Access To Top Talent.

For the first time in American history, the number of younger workers entering the labor market will not replace those who are leaving (source NC Office of State Personnel Presentation).

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NO

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Third Question

Do economic development professionals believe they

create jobs and should have their performance measured based on year-over-year job

growth?

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They Want To Be Accountable For

Facilitating Community Strategic Planning .

• 97% agree employers create jobs. Only 2% felt economic development professionals.

• 30% felt year-over-year job growth was not a good performance measure (only 24% indicated it was).

• 85% feel strongly – definitely economic development professionals should be facilitating community strategic planning.

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NO

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Fourth Question

If It Is Not About Jobs, What Is It Really About?

Job Growth Is Only One Piece Of The

Puzzle

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It’s Really About Enabling Indiana Residents To Better Achieve Their American Dream.

And by doing so, you will attract/retain the talent your companies want and need.

The American Dream Composite Index™ powered by dunnhumby Was Created By a Team of Xavier

University Professors

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1,000 Respondents/month provide feedback on 139

statistically derived statements

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Statistically Validated Measure

Of How Well Residents Feel

They Are Achieving Their American

Dream

35 Dimensions (or unique dreams within the dream)

5 American Dream sub-indexes

American Dream Composite Index

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General Description Of The American

Dream

Summary Index

Measured Dimensions

Economic Financial SecurityMaterial ProsperityAccess to EducationDestinations in LifeJob BenefitsHealth Care

Freedom of ChoiceGenerational ProgressHome OwnershipJob Environment

Well-Being Family SupportSupport of FriendsHappinessFreedom of ExpressionFruits of My LaborEntrepreneurial Spirit

Leisure ActivitiesSocial StatusPersonal HealthSatisfaction with ResidenceOptimism

Societal Trust in GovernmentTrust in BusinessJust SocietyTrust in People

Education QualitySafety in TravelSafety in CommunityCivic Participation

Diversity Melting Pot – NeighborhoodMelting Pot – Personal Differences

Melting Pot – DiversityPolitical Freedom

Environmental

Pollution – air, food, water, land

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The American Dream Can Be

Quantified Based On 5 Dimensions

ADCI 64.5 DOWN

Economic 63.1 DOWN

Well-Being 69.9 DOWN

Societal 52.5 DOWN

Diversity 75.2 DOWN

Environmental 68.8 DOWN

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Residents Are Not Feeling They Are Fully Achieving Their American

Dream

According to FutureBrand’s 2012-13 Country Brand Study – The US is ranked #8 in the world down 2 places versus year ago.

According to the latest ADCI data - Roughly 36% of the American Dream Is Not Being Achieved.

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Fifth Question

Do CEOs Care About Enabling Residents To Achieve Their

American Dream?

They See Positive P&L Benefits.

• ATTRACTION: Executives will use the ADCI score to differentiate between locations that are finalists in the site selection decision process (63.9% likely to highly likely).

• RETENTION: Executives will be reluctant to relocate their business to a location with a lower ADCI score even if incentives were offered (31.3% unlikely to highly unlikely).

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YES

Sixth Question

Do economic development professionals want to be

evaluated on year-over-year improvement on resident’s achieving their American

Dream?

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They Find It Inspirational .

• 27% believe residents should be viewed as “the boss” (29% felt their Board should be)

• 54% feel year-over-year improvement in the ADCI score is a good measure (only 18% indicated it was not).

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YES

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Indiana Is Not In The Top 10 States For Achieving The American Dream

RANK STATE

1 New Mexico

2 Delaware

3 DC

4 Connecticut

5 Montana

6 South Carolina

7 Florida

8 New Hampshire

9 Minnesota

10 Utah

2013Based on the outlook of people who live thereTop 10 States: Living the American Dream

Indiana is Performing On Par With Mid-West

STATE ADCI 2013

RANKING

Michigan 21

Illinois 27

Indiana 29

Ohio 32

Wisconsin 33

Kentucky 47

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Indiana Performance By Sub-Index

Sub-Index ADCI 2013

RANKING

Economic 31

Well-Being 31

Societal 45

Diversity 12

Environment 33

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Indiana vs. IllinoisPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)

Melting Pot – Diversity

Job BenefitsHealth CareSatisfaction with ResidenceEducation QualityTrust in GovernmentJust SocietyTrust in BusinessTrust in People

POINTS OF COMPETITIVEDISADVANTAGE (index 95 or less)

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Indiana vs. OhioPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)

Financial SecurityHome OwnershipMaterial ProsperityCivic Participation

Job BenefitsFruits of My LaborSatisfaction With ResidenceEducation QualityTrust in GovernmentJust SocietyTrust in Business

POINTS OF COMPETITIVEDISADVANTAGE (index 95 or less)

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Indiana vs. MichiganPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)

Generational ProgressMelting Pot – Personal and Social Identity

Health CareDestinations in LifeFruits of My LaborSatisfaction with ResidenceCivic ParticipationEducation QualityTrust in GovernmentJust SocietySafety in TravelTrust in BusinessTrust in PeopleEnvironment

POINTS OF COMPETITIVEDISADVANTAGE (index 95 or less)

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Vs. Michigan

Vs. Ohio Vs. Illinois

CompetitiveDisadvantageOverlap

Last Question

What are you going to do about it?

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Enabling The American Dream Workshop

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Vs. Michigan

Vs. Ohio Vs. Illinois

CompetitiveDisadvantageOverlap

Competitive Disadvantage

Dimension Definitions• Satisfaction with Residence – satisfaction

with where one lives• Education Quality – extent to which schools

are good and promote originality• Trust in Government – satisfaction with

government’s fairness and trustworthiness• Trust in Business – satisfaction with

businesses’ fairness and trustworthiness• Just Society – extent to which society is fair

and moral04/07/2023 31

Best in Class Performers

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Index Vs. National

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Workshop Exercise

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