90 Days to a Winning Community

Jim Dittoe and I met back in the summer of 2005. At the time, I was touring across the country, and giving speeches about my book, Boomtown USA: The 7 ½ Keys to Big Success in Small Towns. As a partner, Jim had invited me to speak in Blackford County, Indiana, one of the communities in which he was helping to develop a vision- and action-plan. During the process of writing my book, I conducted much research, analyzing trends and statistics, to uncover the real reasons why small towns thrive and others struggle. In my book, I outlined these as the ‘7 ½ Keys to Success’: 1) Adopt a Can-Do Attitude; 2) Shape your Vision; 3) Leverage your Resources; 4) Raise up Strong Leaders; 5) Encourage an Entrepreneurial Approach; 6) Maintain Local Control; 7) Build your Brand; and 7 ½) Embrace the Teeter-Totter Factor. After several conversations with Jim, I realized that my message – my theories on the keys to successful communities – matched up seamlessly with his methods in his Winning Communities visioning and action planning process.

The qualities of a ‘Winning Community’ (or Boomtown as I named it) include developing a can-do attitude (Key #1) and creating a vision for the future (Key #2). The Certified Winning Community process emphasizes that leaders need that can-do attitude to succeed, and includes the development of a strategic action plan to carry out the community’s vision. In my book, I discuss leveraging community resources (Key #3). Similarly, Jim uncovers the assets, challenges and opportunities that exist in a community, and helps communities utilize their resources (volunteer time, facilities and funds) to initiate and complete community projects.

Both Jim and I recognize that good leadership is at the forefront of successful communities (Key #4). The Certified Winning Community process always includes a steering committee made up of mayors, town board members, economic development directors and other leaders from the community to drive the effort. I mention in my book that successful communities often take an entrepreneurial approach (Key #5), staying on top of the latest trends, anticipating and responding to change. Jim’s process helps communities realize that change occurs all the time, and that in order to plan for the future of your community, you have to plan for and respond to change.

Many of Jim’s Certified Winning Communities have maintained local control (Key #6) and support through their community banks and news media throughout the community development process, as seen in Blackford County, Indiana. Jim and I share the same philosophy that these entities help support and encourage participation in community growth efforts. And in smaller, rural communities, a brand becomes especially important to help distinguish it from neighboring cities, towns or counties competing for new residents, industry, commerce, tourism and more. When it comes to building a brand (Key #7), Jim’s Certified Winning Communities not only have that vision but also a way to articulate what they want their community to become in the future as part of a brand identity.

Embracing change in your community – what I call the Teeter-Totter Factor (Key # 7 ½) – is also an integral part of the Certified Winning Communities program. A Certified Winning Community continues to re-evaluate itself and its vision plan so that unexpected changes will not have a negative impact on the community.

Finally, Jim and I both agree that people – both leaders and ordinary citizens – are responsible for making a community what it is, and helping to make it successful. Jim’s vision and methods for helping communities reach their goals are unique in that he not only helps communities develop their vision and goals for the future, but also helps them develop the action steps and the impetus needed to achieve success. After reading this practical book, you will not only have the inspiration but also the path before you to go about achieving a successful future for your city, town or county.

– Jack Schultz, Author, Boomtown, USA: The 7 ½   Keys to Big Success in Small Towns