enable u building place & profile a peters
TRANSCRIPT
The Art and Science of Innovation
Building place and profileEnable U – March 23-24, 2010
“In a world of global competition, sources of
competitive advantage are becoming
increasingly localized … true competitive
advantage is found within our communities."
- Michael Porter
Place matters…
www.communitech.ca
Today’s session: place and profile
• Why place and profile matter externally and locally
• Consider your objectives
• Frame your strategy
• Choose your tactics
www.communitech.ca
So..... where are you from?
www.communitech.ca
Where do you want to be from if you work in...
• Silicon Valley• Wall Street• Chicago• Hollywood• Champagne
Tech
Banking
Fashion
Entertainment
Wine-making
www.communitech.ca
Place gives weight to your activities
• Your tech companies need a street address that matters
• They need to belong to something bigger than themselves
Why?
www.communitech.ca
Silicon Valley North
Silicon Coast
Silicon Dominion
Silicon Triangle
Silicon Valley Forge
Silicon Island
Silicon Freeway Cyberchella Valley
Silicon Beach
Silicon OrchardSilicon Rain
Forest
Silicon Island
Silicon Forest
Silicon Vineyard
Silicon Village
Silicon Gulch
Silicon Valley
Digital Coast
Biotech Beach
Multimedia Gulch
Silicon Desert
Media Del Rey
Silicon Mountain
Silicon Glacier
Silicon Prairie
Silicon Hills
Telecom Corridor
Silicon Snowbank
Automation Alley
Silicon Mountain
Silicon CityCyber Distric
E-Coast
Silicon Necklace
Silicon Hill
Silicon Seaboard
Silicon Swamp
Silicon Beach
Silicon Hollow
Silicon River
Silicon Mesa
Silicon Bayou
Because this is your competition
www.communitech.ca
www.communitech.ca
Globally…
Objective: give companies a street address that matters
• Look for direct opportunities and indirect opportunities
• Seek brand transferrance – what’s the company you keep?
• Influence investors, partners, government, talent
Global tactics...
• Tell a good, consistent story• Make it one that gets better over time
– # of companies– # of new start-ups– # of job openings– $$ invested
• Activate and equip your channel partners• Arm them with good messages: clear,
consistent, relevant, repeatable
www.communitech.ca
Locally...
Objective: Build a culture of belonging to “something bigger”
• Tech talent needs a tribe
• Hold a mirror up that says “you belong here”
• Use promotion as well as activities
www.communitech.ca
Local tactics...
• Local PR
• Radio
• Magazines
• Blogs
• Web
• Peer Groups
• Events
www.communitech.ca
Who’s doing it well?
Boston, Stratford, Niagara, Research Triangle Park, Pittsburgh, Waterloo Region...
www.communitech.ca
How do you do it when you get home?
• Know your audience(s)
• Cut through the noise
• Don’t be meek – you need to reflect the culture of your industry.
• Balance – your profile vs. your cluster’s profile
www.communitech.ca
Ask yourself...
1. How are we doing globally – a street address that matters?
2. How are we doing locally – identity and belonging?
3. Who’s in our backyard?4. Which channels can we use? 5. What’s our message?
www.communitech.ca
