I am about a quarter into the Heath brothers’ new book, Switch – How to Change Things When Change is Hard. Change is much on my mind these days as the turmoil of the book industry and the economy at large force hard decisions to be made. Perhaps, we should be grateful to change for assaulting our complacency and spurring our creativity. But I digress before even starting…
In making a point about how a single, often simple, call to action can spur dramatic change, the Heaths discuss Howard, South Dakota. It was a town and county in decline. The jobs had dried up, the population was aging as all the young people left, the median price for a house was $26,500 (in 1995). It was a classic case of rural decline analyzed and unsolved by many an academic. Local high school students asked, “How can we change this?” They surveyed the county residents and studied the situation and concluded the obvious – the area needed investment, entrepreneurship & immigration.
But they also found a solution. They had discovered that half the residents of the county were driving an hour to shop in big box stores. So they created a rallying cry: keep our money local. With some help from others who were interested in revitalizing the region, the spark started to grow. The students challenged people to spend just 10 percent more in the county; 10% would boost the economy by $7 million. A year later local spending had increased $15.6 million. Suddenly, there was a bigger tax base to get projects going to help turn around the town. As the years went by and tax receipts continued to grow, they were able to get matching grants to fuel the transformation. All sectors of the county benefited – just from people spending a bit more of their money locally – and the area rebounded.
Sometimes change is not so hard. If you want a vibrant community, keep your money local. 
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