As part of my on-going rant on why public policy matters to emerging companies, I like to point to various surveys and informal studies that measure the more qualitative factors such as how quality of life impacts the individuals that are the force responsible for the sustainable economic gain. I’m not referring to the manufactured metrics and accolades from the AEA, Enterprise Florida or other lobbyist-driven organizations that paint the picture of Florida as thriving technology mega-region (insert cynical laughter here). I am talking about the analysis that reports on the walk-ability of neighborhoods, urban lifestyle and other quality of life issues that separate the fun, growing cities from the ones that roll up their sidewalks every night at 6PM.

Frequently these surveys by Inc., Money, Forbes, etc. rank Tampa well below average. The most recent can be seen in Forbes Magazine’s ranking of “The Best Cities For Working Mothers” . I guess Tampa shouldn’t feel too bad, none of Florida’s major cities broke into the top 40 with Orlando just edging out Vegas as the worst of the top 50 to be listed. Now I know that I will take a lot of shit for publishing this post and get a slew of reasons why these surveys are flawed and authors off base in the typical “shoot the messenger” editorial replies. But regardless of the methodologies or any particular anti-Florida bias from the authors, perception is reality and we are consistently on the (s)low end of the curve.

This all ties into the last 5 months that I spent participating in Hillsborough County’s Economic Stimulus Task Force. Yes, there was an occasional mention of life-style, quality of education and other livability factors, but at the end of the day the recommendations to the county commission focused on the same four pillars of old school economic development – land permits, tax incentives, public-private partnerships and of course marketing. The first three only benefit the developers and the big companies that are heavily incented to move “jobs” to Tampa. I won’t dwell on the futility and inefficiency of this out-dated strategy, but I will say that this is another reason why lagging cities are a lot like floundering tech start-ups. The developers (coincidence?) are in control and focused on the technical minutia of the project without a clue as to the bigger picture. Their efforts in tweaking the small details that appeal only to them and not focusing at least a little on the usability and simple functionality of the product bogs down or maybe even kills the project.

Which leads me to the fourth pillar of economic development’s strategy – Marketing. Just like the hamstrung start-up with the not-so usable product, there is the perception that overwhelming marketing can compensate for any shortcomings. Yes, it’s the old fallback position of all desperate CEOs, presidential candidates or local chamber of commerce executives everywhere, “with enough lipstick, nobody will notice the pig.”

This unfortunately is where our county leaders are told to focus (and invest). Rather than creating a superior lifestyle based on factors that matter to the innovative individuals that start new companies or would want to move here to join great companies, we print lavish brochures and dish out tens of millions in incentives so that we can be the low-bidder on some company’s relocation plan. As any good marketing person will tell you, if all you are doing is trying to “win” based on price (low cost of labor + incentives + cheap land +++), then don’t pretend that you are actually offering value (lifestyle + education + affordability, etc.). No amount of marketing or even a fancy Facebook page and Twitter account can make up for the fact that your “product” is sub-par and all you are doing is contributing to the shell game that moves lower-paying jobs from one community to another.

Go back to the drawing board with your economic development plans, reevaluate your priorities and try to understand where the real value is (or can be) in what you hope to offer. Build your programs around what matters to the economic future of Tampa and not just what the developers are saying is important (to them). With an expanded view of the opportunity and a more balanced portfolio strategy for investing in economic potential, maybe then we can market Tampa as the place where individuals (and great companies) want to move. Examine not just what makes some communities excel (economically and in lifestyle), but understand how economies and work styles are changing. For once we need to “skate ahead of the puck” and build something that is positioned for success and not just mimic the features of some other city’s downtown landscape (Riverwalk) or thriving target industry(medical tourism). Get out and talk to your customers (the innovators and entrepreneurs, not the same tired companies at the Chamber luncheons) and figure out what they need, how they work and where we are falling short. Bottom line, make Tampa a city that is not consistently ranked on the (s)low end of the curve and maybe companies will want to start or move here without all the bribes and bullshit.