Rallying Around Outdoor Recreation

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Originally published by the Economic Development Council of Seattle & King County in EDC Economic Insight – Q1 2016

Historically, the Economic Development Council of Seattle & King County (EDC) has focused on Fashion & Apparel as a targeted industry cluster, given our region’s strengths in apparel manufacturing and retail and homegrown giants such as Nordstrom and Filson. In 2010, the EDC commissioned an economic impact study, in partnership with Washington State University and theWorkforce Development Council of Seattle-King County, revealing that the Fashion & Apparel industry was worth $8.3 billion and provided 34,500 jobs in Washington State.

The industry has continued to grow in recent years, prompting the EDC to take a deeper dive into what’s driving its growth. Looking at the companies contributing to job and revenue growth, we noticed a pattern. Many of these companies were manufacturing and selling gear or apparel for outdoor recreation. These manufacturers and innovative retailers took advantage of our region’s unique outdoor experiences – also a key driver in our quality of life – by offering goods to get you outdoors. Quality of life is often viewed as a regional asset used to recruit talent or businesses. Outdoor Recreation companies have turned that recruitment tool into a thriving industry. Therefore, we expanded our cluster focus to include Outdoor Recreation, Fashion & Apparel. In fact, the industry has been so impactful, Governor Jay Inslee announced the State’s first Policy Advisor for Outdoor Recreation and Economic Development in December of last year.

bigtent.jpgIn February of this year, the EDC participated as a sponsor of the first “Big Tent Rally Day” to offer our services and network with the Outdoor Rec community. Organized by the Big Tent Outdoor Recreation Coalition, Big Tent Rally Day was a unique gathering of Outdoor Recreation companies, interest groups, and enthusiasts to spread awareness and educate lawmakers about the Outdoor Recreation industry cluster. The crowd heard from Governor Inslee, industry leaders, and elected officials as they boasted the $21.6 billion in annual spending and 199,000 jobs that Outdoor Recreation creates in Washington State. With competition heating up in Utah, Colorado, Oregon, and California, it’s time we give Outdoor Recreation its due attention.

jga-rally-day.jpgAt Big Tent Rally Day, I met the founder of a small startup, called TOTAGO. The acronym stands for “Turn Off This App Go Outside.” The company uses technology to increase access to the outdoors, particularly for those without a car. With a web and mobile application, individuals can plan an outdoor adventure to predetermined destinations for free. For $5, TOTAGO will plan a personalized day trip for you, complete with an itinerary and offline maps.

After TOTAGO’s founder inquired about our free consulting services, I brought him and his business partner in for a meeting with our Information & Communications Technology Business Development Manager to learn more about their business. We advised them on strategic partnerships and provided a framework for further developing their business and marketing plans. With many exciting applications for TOTAGO’s technology and concept (and countless opportunities to enjoy the outdoors in the Seattle region), this won’t be the last time you hear “Turn Off This App Go Outside.”

The Port of Seattle & the EDC – A Natural and Long-Standing Partnership

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Originally published by the Economic Development Council of Seattle & King County in EDC Economic Insight – Q4 2015

Ever since its creation in 1911, the Port of Seattle has worked to develop infrastructure to support our region and state’s trade-dependent economy. From piers and marinas, to conference centers and cruise ports, not to mention Seattle-Tacoma International Airport, the Port of Seattle’s contributions to our region cannot be ignored. In case you missed it, the Port of Seattle is one of the key economic drivers in our region, impacting about 40% of Washington State’s economy in some way.

Birthed out of progressive reform, the Port was established to preserve economic assets for the greater good of the region, preventing private rail and shipping corporations from maintaining control. Although controversial at its inception, the Port became a mainstay “public enterprise” that continues to have a significant impact on our region.

Today, the Port of Seattle is King County’s only port, supporting Washington State’s most populous county which has nearly half of the state’s jobs. One of its current key initiatives is safeguarding middle class jobs. Port Commissioner and EDC Executive Committee member, Tom Albro, considers himself and other commissioners “urban middle class advocates” who are aggressively addressing the shrinking middle class. The Port is a critical leader in the preservation and growth of key legacy economic clusters, Aerospace & Advanced Manufacturing and Maritime & Logistics, while it also rapidly responds to dramatic growth, historic activity at SeaTac Airport, and technology-driven innovation and new opportunities.

Over its more than century-long history, the Port of Seattle has become a center of economic development. According to a 2013 economic impact study, the Port generated more than 216,000 jobs and $4.2 billion of direct wages and salaries. This is where the valuable partnership with the Economic Development Council of Seattle & King County (EDC) comes in.

Together, the Port and the EDC build strong coalitions to drive economic vitality across King County. We work in concert to support companies expanding their real estate footprint and to recruit new companies locating within the region, with a focus on community priorities and job creation. The Port has prioritized working collaboratively with the EDC and cities to leverage its real estate holdings and significant financing tools for economic development that benefits individual communities and the entire region. The most recent example of our collaborative relationship, in partnership with several others, is the opening of Greencore Group’s facility at the Port’s Des Moines Creek Business Park, which has seen significant recent leasing activity. Commissioner Albro refers to the EDC as “the place where transactions happen.” Through its cluster-driven, client-focused approach, the EDC often acts as a broker and connector between a company and the real estate community, whether that be a property owner, such as the Port or a municipality, a real estate firm, and/or a property developer. As the only public-private economic development partnership encompassing King County, the EDC naturally makes these connections.

Economic development requires extensive collaboration: between property owners and real estate brokers, between municipalities and economic development organizations, and between those who provide and deliver infrastructure, talent and services to address business’ needs, but most of all, between the company and the region in which it wants to conduct business. The seamless coordination between several partnering entities is vital to the success of a company doing business here. The Port’s commitment to collaboration helps our region’s economic development engine run. And as the Port of Seattle’s CEO, Ted Fick puts it, when we all collaborate, 2+2=5 (commonly known as “Ted’s Math”).

Millennial Miscomm

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I’ve read a plethora of articles on millennials, from topics covering how to work with millennials, to the changing face of the workforce and adapting to the millennial work ethic. A new generation of business professionals brings with it a variety of significant implications. Employers must respond with answers to two questions: how can we attract millennials and stay competitive? How can we capitalize on the changing workforce to do better business?

So, I get it. Everyone wants to learn more about the mysterious and unique creature that is “the millennial.” As a millennial, I appreciate the curiosity and adulation. Millennials bring to the table a whole new world of social media expertise, highly connected networks, and experience with new technologies. However, if you’re responding to the changing workforce by simply accepting millennial demands, you’re doing it wrong!

In case you missed it, millennials are considered the “entitlement generation.” We’re children of baby-boomer, helicopter parents who all received participation trophies whether we finished first or fifteenth in competitions. We expect immediate, if not instant, gratification in most settings (apologies if this page took longer than 2 seconds to load). Is this a culture that employers want to accommodate? How low can you limbo before you fall on your behind?

Full disclosure: I’m gainfully employed at an economic development organization where I manage social media, a website, and wear whatever hat that needs a good head.

I wish not to criticize my fellow millennials, but rather to break the mold and release the stigma. When we read and agree with these articles on working with millennials, written by experts (or even millennials!), we feed the entitlement beast. We give millennials the security blanket they expect! Ushering in a younger workforce is a two-way street. Why not ask millennials to adapt to what works now? Is it so radical to think that millennials could learn a thing or two from their predecessors? I don’t always agree with establishmentarianism. However, as we shape-shift as a knee-jerk reaction to change, we discount the establishment even if it’s successful. It would be a shame to rob the younger generations of the knowledge gathered from experienced businesspeople.

I propose only to welcome change with experience. Maintain an outgoing lane of knowledge exchange so that the broader cross-generational workforce can benefit. Millennials need maturation. Baby boomers need rejuvenation. Seems mutually compatible, right?

I’ll leave you with a quote from American economist and author, Thomas Sowell: “Much of the social history of the Western world, over the past three decades, has been a history of replacing what worked with what sounded good.”

Millennials, let’s learn from the wise generations before us. Just because the change we bring may sound good doesn’t mean it’s gonna work.

IT Forecast: Clouds Have Formed, Raining Innovation

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Originally published by the Economic Development Council of Seattle and King County in Northwest Economic Insight – Oct. 2014

Seattle’s moniker “Cloud City” has gained more and more traction in recent months as our region affirms itself as an international hub of cloud computing. The strength of our region’s information technology economy is evident in the continued prowess of major tech players, startup growth and investment, and the concentration of tech talent in King County. The unforeseen virtue of the IT industry is its transferability.

It begins with education. A graduate with a computer science degree isn’t confined to the IT industry. That graduate can apply his or her skills to just about every industry. Aerospace, clean technology, life sciences, and fashion all employ large IT departments working on a variety of projects, like digital fabrication, medical devices, and app development. The computer science degree becomes more and more transferable as industries see opportunity in adopting new technologies.

What’s truly exciting about IT transferability is the enabling of collaboration. In our region’s strongest industries, a unique nexus is formed with IT. These intersections drive the collaborative innovation we see in our region. Our airplanes are built more precisely, our buildings are more energy-efficient, and our medical devices are using cutting edge wearable technology to monitor our health (and can be fashionable to boot!). IT has even managed to overhaul the historically non-tech industries to adapt to changing consumer behavior (note how you’re reading this story today). The cloud alone has contributed to much of this collaboration as it has transformed communications, the workplace, and how we do business.

Not only have we confirmed the vitality of the local IT sector, we have transferred that vitality to the rest of our region’s economy. Think of this in terms of an old adage: a rising tide lifts all boats. Clouds have formed and tech innovation has rained down all around us. Let’s continue to ride the IT wave!

Let’s Build Safer Communities

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Last Saturday night, I was assaulted by three men after helping to break up a four-on-one fight outside of Lil Woody’s restaurant on Capitol Hill. This resulted in a black eye, severe swelling, a concussion, and a broken cheek bone (I’m booked for surgery next Thursday to correct it). However, this is not the message I wish to share.

Instead, I wish to shed light on the value of health and safety. It’s unbelievable how quickly life can shift and we can’t afford to lose sight of what’s important. I risked my health to do what I thought was right. I don’t regret that for a second. I do, however, regret the sad and violent state of our local communities. My experience has only brought about recent memories of similar, if not more violent, occurrences from my friends and family. My point being, I’m not the only one.

Contrary to popular belief, I do not seek revenge. I refuse to contribute to the statistic of 18-30 year-old minority males who exhibit violent behavior that resulted in my current condition. My sense of justice is not “an eye for an eye,” but rather, lesson learned and action taken. I’m asking for your assistance in taking said action.

It’s time to step up and affect change in our increasingly dangerous backyards. House by house, neighborhood by neighborhood, let’s all take strides to build safer communities. It’s not worth risking our collective health and safety to sit in silence. Please help me in sharing this message.

Take care and be safe.

The Most Interesting Man, Lily Adams, & A Gecko Walk Into A Bar…

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…So they order a round of Mexican lagers, check in on Facebook using their 10GB family data plans, and discuss saving 15% or more on car insurance.

Given the ambiguity of this article’s title, it would seem quite difficult to predict the situation between the three characters. However, if you’ve watched TV or been on the internet lately, you could’ve nailed it on your first guess. That’s because marketers have successfully tapped in to a fundamental aspect of social engagement: personality.

With the rise of social media and inevitable content overload, it’s easy for brands and products to get lost in the fray. Connecting with consumers may be as easy as it’s ever been, but building a relationship beyond the superficial “like” or “follow” is still tricky. Finding profitable, new customers while pleasing loyal fans takes creative thinking. In one of the biggest marketing trends I’ve seen, this creative thinking takes a human-oriented approach.

Successful brand and marketing managers know that building strong, valuable relationships with consumers requires being a human being. It’s difficult to relate to a bottle of beer or a smartphone feature. And very few of us get excited about insuring our vehicles [sorry broker friends]. This is where personality marketing comes into play.

Dos Equis grabs your attention with humor, curiosity, and aspiration. How many “I don’t normally do X” scenarios have you heard or created? We believe that the Most Interesting Man in The World is, in fact, the most interesting man in the world. And we drink Dos Equis because we want to be the most interesting, too! Or, because we want our beer to be an extension of our curious and humorous selves. Chances are, you’re not drinking Dos Equis just for the taste.

AT&T recently launched a campaign to promote its new family plans with a different kind of spokesperson. Lily Adams is sharp and witty, yet sweet and approachable. We see her interact with a variety of characters throughout the campaign, to whom many of us can relate. Whether she’s whispering so she does not disturb a sleeping baby or exchanging basketball accolades with Grant Hill, we listen and remember. 10 gigs to share with unlimited talk and text never sounded so sweet.

And who can forgot everyone’s favorite insurance-purveying gecko: The Geico Gecko? Geico recognized the American infatuation with foreign accents and animals as an opportunity to reach us on a personal level. We can’t help but love the personification of animals. The Gecko’s accent [even with its changes] is memorable and perfect for comical impersonations. His subtle, animated mannerisms are adorable. And just like that, something as dull and, perhaps, gloomy as insurance becomes fun and engaging. That took way less than 15 minutes.

When it’s all said and done, humans are sympathetic creatures looking to relate to one another. Products and services, otherwise mundane and inanimate objects outside of their function, need some spice and flavor to capture our attention [and wallets]. Brands with personality help us justify our purchases and add to our own personal expression. Brands without personality fade into the content abyss. The stickiest of brands are the ones that we can relate to, appreciate, and be proud of; all of which are feelings typically associated with human-to-human relationships, rather than B2C relationships.

When the bill comes, we, the consumers, pay the price. But a valuable brand relationship is worth every penny.

Seattle’s Growing IT Industry

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Editor’s Note: Originally published by the Economic Development Council of Seattle and King County as part of their Northwest Economic Insight – July 2014.

Information Technology: Growing our own for a growing industry

Information Technology (IT) is rapidly becoming one of King County’s most exciting and impactful sectors. From increases in videogames and software development, to big data and cloud computing, King County is solidifying its reputation as a world hub of IT.

The New York Times recently deemed Seattle as the “New Center of a Tech Boom” as local companies flex their tech muscles. Microsoft and Amazon are key players in the boom, attracting high-skilled talent and convincing other dominant tech companies to open up shop in King County. Most recently, HP decided to bring its cloud computing business to Pioneer Square. These recent developments are contributing to Seattle’s newfound reputation as “Cloud City.”

As the IT sector continues to create more and more jobs, educational institutions and organizations are working hard to fill them with bright graduates. University of Washington is a proven leader in computer science and engineering education, while DigiPen Institute of Technologyremains a top game development institution. Other local institutions with prominent technology degrees include Bellevue College, Lake Washington Institute of Technology, and Art Institute of Seattle. However, tech education doesn’t start at higher-ed. Local organizations, includingWashington STEM and Code.org, are focused on computer science education in K-12 systems by developing curriculum and building training tools to help young students learn the basics of coding (one of the fundamentals of computer science).

Although the large corporations are taking the lion’s share of credit for elevating the IT sector, tech jobs are sprouting up in small and midsize businesses across all sectors. At the Technology Alliance’s State of Technology Luncheon, the organization released data from a recent study that shows technology-based employment accounts for over 268,000 jobs in King County. Job growth in IT shows no signs of slowing as local tech powerhouses expand their reach and national companies take advantage of the rare talent pool that exists here.

 

No Falls, New Shoes, And A Change in Perspective

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Over the weekend, I had the amazing opportunity to volunteer with the Special Olympics of Washington [SOWA]. Little did I know at the time, it would be one of the most impactful experiences I’ve felt.

Three months ago, my friend, Cary, invited me to join her and coworkers at Cobalt Mortgage in volunteering for SOWA. At the time, I thought it would be a fun and rewarding experience. As we arrived at Joint Base Lewis-McCord on a beautiful Saturday and learned our roles in the Post-Race Staging area on the track, my beliefs were confirmed. Our duties included cheering on athletes as they approached the finish line, escorting them to the cool-down tent, and providing water, before taking them to their award ceremonies.

Sounds fun and rewarding, right? It wasn’t until the races began that I realized this experience would be so much more. I’d like to take you through two interactions that rendered “fun” and “rewarding” insignificant:

First, I met a SOWA veteran participating in the female 100-meter assisted-walk. As she hustled toward the finish, the competition proved much quicker and passed her by. I greeted her as she crossed the finish line in last place, thinking I’d be met with disappointment. Instead, I was met with a bright smile and multiple high-fives. Before I could utter one encouraging word, she exclaimed, “I didn’t fall! I fall every year, but didn’t this time!” Regardless of her standing in the race, she was a winner.

Next, I met one of the more enthusiastic athletes racing in the male 100 meter dash. He crossed the finish line in 7th place, but seemed to have plenty to celebrate. I raised a hand for a high-five only to receive the most endearing bear hug that nearly drove us both to the ground. After the heartwarming embrace, I asked him how he ran so fast. He pointed to the ground and said, “it’s the shoes.” I peaked down to see a sharp, brand new pair of running shoes, fit for a proud winner.

Throughout the day, I shared high-fives, big smiles, and moments of pure, uninhibited joy. I forgot that most of the athletes were entirely dependent upon loved ones and caregivers to get through each day. I forgot only because they forgot. During those rare and exceptional moments, all that mattered was quite simple:

Finish the race without falling…Strut a new pair of shoes…Share in a moment of pure, uninhibited joy with someone waiting at the finish line.

Perhaps, now, you can understand why “fun” and “rewarding” just don’t cut it. My experience was perspective-changing.

The simplicity of life’s gifts makes them easy to overlook. Our perspectives get clouded with work stress, family drama, relationship issues, and a plethora of disheartening circumstances. Periodically, we need a reset; an experience that changes our perspectives and reminds us to appreciate the little things.

Next time you’re in a race, wear a new pair of shoes; celebrate the fact that you finished; appreciate who you have cheering you on at the finish line. Because winning the race isn’t just about getting first place.

 

Busy Is The New Lazy

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Before we get started, I want to ask you a quick question: how’s work?

By the end of this post, perhaps you’ll understand why I, more often than not, can answer that question right now.

We’ve all engaged in a conversation about work, listening [hopefully] and responding as needed. If you follow the normal protocols, you can walk away having learned something new or discovered new opportunities. However, somewhere along the line, the normal protocols changed on us.

Now, It seems as though you’re lucky if you can pull enough teeth to glean any valuable knowledge from a work conversation. Why is that? “How’s work?” is a question that elicits boastful monologues, drama-ridden gossip, and/or vengeful workplace war stories. We’re given full license to brag, celebrate, vent, and complain! However, we’re no longer taking advantage of this gratuitous opportunity.

Instead, we’re substituting our otherwise engaging response with a single word: busy. Expression can be added, occasionally, with an extended vowel or emphasized syllable: “buuuusy,” for example. Perhaps, a heavy sigh and a head-shake can be included for dramatic effect.

Since when can one word, no matter how dramatic and expressive, articulate the thing we spend most of our hours awake doing? Well, since we got lazy. It’s easy to reduce all of the things we do [or should be doing] at work to a generic answer. This saves time and requires minimal effort. Most importantly, it makes you sound important. That’s why we do it, right? Myself included. What paints a better picture of busyness and importance than not even having the time to fully explain your work?!

This sounds like a solid communications strategy until you realize that every working professional with any semblance of a workload does that exact same thing.

My point is this: as soon as “busy” became en vogue as a work status, its ubiquity across conversations demeaned its true meaning. Being busy is now so subjective and relative that no one knows what that really means.

Today, I’m deeming the word “busy” a cliche. It’s a lazy attempt at sounding important. And, it’s a conversation-killer [a major pet peeve of mine]! Next time someone asks you about work, offer that person a worthy response that facilitates a dialogue. Don’t leave him or her hanging with a vague, meaningless remark that may actually work counter to your intentions. Converse. Share. Learn.

On the flip side, at least you now know how to end a drawn-out exchange with a service provider trying to sell things you don’t need.

I should get going, I’m busy.

Hey, You. How About Some Good Juju?

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In casual conversation, I frequently run into references of “bad juju.”  In most instances the reference is reactionary, conveying the sheer negativity of an unfortunate occurrence. We’ve all made or heard the reference. Frankly, I’m sick of my beloved nickname, Juju, being restricted to connotations of hardship and misfortunate.

I’m here to bring you nothing but Good Juju.

It’s time to change the status quo. I’ve created an ecosystem where bad juju ceases to exist and is replaced by only that which is positive, wishful, and, well…good. The only business in which I choose to engage is positive. My business brings Good Juju.

Good Juju Consulting is a sanctuary where brands discover their Good Juju, enabled by integrated marketing communications that create connections and build relationships. This is what will keep your audience engaged, whether you’re communicating with consumers, employees, key stakeholders, or the greater community. Good Juju stands by one simple truth: communicate value to succeed. Let’s eliminate all of the bad juju that exists in the forecast and proactively uncover some Good Juju.

No, this is not a “Hello, World” blog post. This is more than that. Consider this a, “pleasure to meet you and thanks for stopping by” post. Take a look around. Hang out for a while. Connect with me and let me know your thoughts! And remember, this is only the introduction. Stay tuned for what’s to be written.