Delivering The American Dream

Delivering The American Dream

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Ed Burghardeburghard@me.comwww.StrengtheningBrandAmerica.comBA State University of New York @ Potsdam in MathematicsMBA 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 MarketerRetired Executive Director, Ohio Business Development Coalition Started the 501 c(3) at the Governors request in 2005 and then Ohio won the Site Selection Magazine Governors Cup in 2006, 2007, 2008, 2009 and 2011.CEO and Manager, The Burghard Group LLC Creator of the Strengthening Brand America ProjectRetired Member of the Association of Ohio CommodoresNemacolin Energy Institute Founding Board MemberAmerican Dream Composite Index Advisory Board MemberNonresident Fellow, Maxine Goodman Levin College of Urban Affairs, Cleveland State University

First QuestionHow many residents directly benefit from focusing on year-over-year job growth?

3NOJob Growth Impacts Only 3% Of Ohios ResidentsUnemployment in Ohio is 6.1%National Analysis Suggests 12% are unemployable48% are marginally employable10% employable30% highly employableSource: http://cjonline.com/blog-post/mrwednesdaynight/2013-06-07/unemployed-or-unemployable-lets-consult-mwn-employabilityNew Jobs Directly Impact Only 2.4%4/18/144Second QuestionDo CEOs want help from the economic development community to create jobs?4/18/145

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).4/18/146NO4/18/147

Third QuestionDo economic development professionals believe they create jobs and should have their performance measured based on year-over-year job growth?4/18/148

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.

4/18/149NOFourth Question4/18/1410So If:Job growth only impacts 2.4% of the population.CEOs dont want help creating jobs.ED pros dont believe they create jobs and dont feel they should be measured based on job growth.Then What Should We Measure?

Job Growth Is Only One Piece Of A Complex Puzzle4/18/1411Its Really About Enabling Ohio Residents To Better Achieve Their American Dream.

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

But, How Do You Measure Success?The American Dream Composite Index powered by dunnhumby Was Created By a Team of Xavier University Professors4/18/1412

1,000 Respondents/month provide feedback on 139 statistically derived statements4/18/1413Statistically Validated Measure Of How Well Residents Feel They Are Achieving Their American Dream35 Dimensions (or unique dreams within the dream)5 American Dream sub-indexesAmerican Dream Composite Index

4/18/1414General Description Of The American Dream

Summary IndexMeasured DimensionsEconomicFinancial SecurityMaterial ProsperityAccess to EducationDestinations in LifeJob BenefitsHealth CareFreedom of ChoiceGenerational ProgressHome OwnershipJob Environment

Well-BeingFamily SupportSupport of FriendsHappinessFreedom of ExpressionFruits of My LaborEntrepreneurial SpiritLeisure ActivitiesSocial StatusPersonal HealthSatisfaction with ResidenceOptimismSocietalTrust in GovernmentTrust in BusinessJust SocietyTrust in PeopleEducation QualitySafety in TravelSafetyin CommunityCivic ParticipationDiversityMelting Pot NeighborhoodMelting Pot Personal DifferencesMelting Pot DiversityPolitical FreedomEnvironmentalPollution air, food,water, land4/18/1415The American Dream Can Be Quantified Based On 5 Dimensions American Dream Economic Index Measures ones satisfaction, freedom, and progress with respect to their finances, job, home ownership and health care.Financial Security - Satisfaction With Financial SituationMaterial Prosperity - Ability to meet expenses and afford desired material possessionsAccess to Education - Ability to access a quality and affordable educationDestinations in Life - Ability to choose destinations in life (i.e. job, housing, travel, etc.)Job Benefits - Satisfaction with job benefits and securityHealth Care - Ability to access and afford good health careFreedom of Choice - Ability to choose what one wants in lifeGenerational Progress - State of one's life relative to his/her parentsHome Ownership - Desire and ability to own a homeJob Environment - Satisfaction with work environmentAmerican Dream Well-Being Index - Measures the extent of one's contentment, health, and prosperity in lifeFamily Support - Availability of help and emotional support from ones familySupport of Friends - Availability of emotional and tangible help from friendsSupport of Someone Special - Availability of care and support from a certain special personHappiness - Satisfaction and contentment with one's lifeFreedom of Expression - Ability to express oneself freely without repercussionFruits of my Labor - Extent to which one is rewarded fairly for efforts in lifeEntrepreneurial Spirit - Interest in the pursuit of new ideas and progress in lifeLeisure Activities - Ability to engage in leisure activitiesSocial Status - Belief that one is well-regarded by othersPersonal Health - Satisfaction with physical and mental healthSatisfaction with Residence - Satisfaction with where one livesOptimism - Expectation of good things for oneself in lifeAmerican Dream Societal Index - Measures the extent to which the government, businesses, and people are fair and trustworthy.Trust in Government - Satisfaction with government's fairness and trustworthinessTrust in Business - Satisfaction with businesses' fairness and trustworthinessJust Society - Extent to which society is fair and moralTrust in People - Satisfaction with peoples' fairness and trustworthinessEducation Quality - Extent to which schools are good and promote originalitySafety in Travel - Extent to which one is safe when travelingSafety in Community - Extent of safety where one livesCivic Participation - Extent of participation in one's communityAmerican Dream Diversity Index - Measures the attitudes toward the assimilation of differences in one's communityMelting Pot Neighborhood - Acceptance of diversity in ones neighborhoodMelting Pot - Personal and Social Identity - Acceptance of different personal and social ideates (i.e. sexual orientation and religious practice)Political Freedom - Satisfaction with the ability to vote freely and make political choicesMelting Pot Diversity - Extent of exposure to diverse cultural experiencesAmerican Dream Environmental Index - Measures the extent of pollution in the air, food, water, and land that one encounters on a regular basisEnvironment - Extent of pollution in the air, food, water, and land that one encounters on a regular basis15ADCI64.5 DOWNEconomic63.1DOWNWell-Being69.9DOWNSocietal52.5DOWNDiversity75.2DOWNEnvironmental68.8DOWN4/18/1416Residents Are Not Feeling They Are Fully Achieving Their American DreamAccording to FutureBrands 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.American Dream Economic Index Measures ones satisfaction, freedom, and progress with respect to their finances, job, home ownership and health care.Financial Security - Satisfaction With Financial SituationMaterial Prosperity - Ability to meet expenses and afford desired material possessionsAccess to Education - Ability to access a quality and affordable educationDestinations in Life - Ability to choose destinations in life (i.e. job, housing, travel, etc.)Job Benefits - Satisfaction with job benefits and securityHealth Care - Ability to access and afford good health careFreedom of Choice - Ability to choose what one wants in lifeGenerational Progress - State of one's life relative to his/her parentsHome Ownership - Desire and ability to own a homeJob Environment - Satisfaction with work environmentAmerican Dream Well-Being Index - Measures the extent of one's contentment, health, and prosperity in lifeFamily Support - Availability of help and emotional support from ones familySupport of Friends - Availability of emotional and tangible help from friendsSupport of Someone Special - Availability of care and support from a certain special personHappiness - Satisfaction and contentment with one's lifeFreedom of Expression - Ability to express oneself freely without repercussionFruits of my Labor - Extent to which one is rewarded fairly for efforts in lifeEntrepreneurial Spirit - Interest in the pursuit of new ideas and progress in lifeLeisure Activities - Ability to engage in leisure activitiesSocial Status - Belief that one is well-regarded by othersPersonal Health - Satisfaction with physical and mental healthSatisfaction with Residence - Satisfaction with where one livesOptimism - Expectation of good things for oneself in lifeAmerican Dream Societal Index - Measures the extent to which the government, businesses, and people are fair and trustworthy.Trust in Government - Satisfaction with government's fairness and trustworthinessTrust in Business - Satisfaction with businesses' fairness and trustworthinessJust Society - Extent to which society is fair and moralTrust in People - Satisfaction with peoples' fairness and trustworthinessEducation Quality - Extent to which schools are good and promote originalitySafety in Travel - Extent to which one is safe when travelingSafety in Community - Extent of safety where one livesCivic Participation - Extent of participation in one's communityAmerican Dream Diversity Index - Measures the attitudes toward the assimilation of differences in one's communityMelting Pot Neighborhood - Acceptance of diversity in ones neighborhoodMelting Pot - Personal and Social Identity - Acceptance of different personal and social ideates (i.e. sexual orientation and religious practice)Political Freedom - Satisfaction with the ability to vote freely and make political choicesMelting Pot Diversity - Extent of exposure to diverse cultural experiencesAmerican Dream Environmental Index - Measures the extent of pollution in the air, food, water, and land that one encounters on a regular basisEnvironment - Extent of pollution in the air, food, water, and land that one encounters on a regular basis16Fifth Question4/18/1417Do 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).

4/18/1418YESSixth QuestionDo economic development professionals want to be evaluated on year-over-year improvement on residents achieving their American Dream?4/18/1419

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).4/18/1420YESWhich States Are Doing Well At Enabling Residents To Achieve Their American Dream?4/18/1421

4/18/1422Ohio Is Not In The Top 10 States For Achieving The American DreamRANKSTATE1New Mexico2Delaware3DC4Connecticut5Montana6South Carolina7Florida8New Hampshire9Minnesota10Utah2013Based on the outlook of people who live thereTop 10 States: Living the American DreamOhio is Performing On Par With The Mid-West Region

4/18/1423STATEADCI 2013 RANKINGMichigan21Illinois27Indiana29Ohio32Wisconsin33Kentucky47Ohio Performance By Sub-Index

Sub-IndexADCI 2013 RANKINGEconomic35Well-Being28Societal35Diversity31Environment394/18/1424Ohio vs. MichiganPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)NONE

Access to EducationHome OwnershipSatisfaction with ResidencePersonal HealthCivic ParticipationEducation QualityTrust in GovernmentSafety in TravelTrust in PeopleSafety in CommunityEnvironmentPOINTS OF COMPETITIVEDISADVANTAGE(index 95 or less)4/18/1425Ohio vs. IndianaPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)JobBenefitsFruits of My LaborSatisfaction With ResidenceEducation QualityTrust in GovernmentJust SocietyTrust in Business

Financial SecurityHome OwnershipMaterial ProsperityCivic ParticipationPOINTS OF COMPETITIVEDISADVANTAGE(index 95 or less)4/18/1426Ohio vs. PennsylvaniaPOINTS OF COMPETITIVEADVANTAGE(index 105 or greater)Fruitsof My LaborLeisure ActivitiesHome OwnershipCivic participationPOINTS OF COMPETITIVEDISADVANTAGE(index 95 or less)4/18/14274/18/1428Vs. PennsylvaniaVs. IndianaVs. MichiganCompetitiveDisadvantageOverlapFinancial SecurityMaterial ProsperityAccess to EducationSatisfaction with ResidencePersonal HealthEducation QualityTrust in GovernmentSafety in TravelTrust in PeopleSafety in CommunityEnvironmentHome OwnershipCivic ParticipationNothing UniqueIndex Vs. National4/18/1429Best in Class Performers4/18/1430Last QuestionsWhy do Ohio Residents Feel The Way They Do?What are the Best in Class Performers Doing That You Might Reapply?4/18/1431

Columbus, OH MSA Performance By Sub-Index

Sub-IndexVersus National AverageEconomic107Well-Being103Societal105Diversity104Environment1034/18/1432BONUSDATAColumbus MSAIndex Vs. National4/18/1433Columbus, OH MSA Ranked #6 Nationally [Among MSAs With Populations => 1 Million (52 MSAs)] For Enabling Residents To Achieve Their American DreamCincinnati #14Cleveland #374/18/1434

NEW Last Questions For YouWhat can you learn from Hartford, CTJacksonville, FLSan Bernardino, CAMiami, FLRochester, NY4/18/1435

Its Really All About Better Enabling Residents To Achieve Their American Dream4/18/1436New Paradigm:Resident Is Boss