What is a development target?
• A development target is a way of grouping together findings from the research into a few simple concepts. The approach fits well with Creative Class Theory where it says that in order to appeal to the creative class, it is best to offer a package of related attributes. Putting too much emphasis on a any one attribute, even one that is highly rated, is not likely to have as much of an impact. A better strategy is to package related attributes. The development targets approach assembles attributes that are related to each other allowing for better focused product development and marketing programs. These groupings are among the strongest confirmation yet from the survey of the Michigan approach or, Cool Cities. First, it has resulted in development targets that are closely aligned with Creative Class Theory. Second, it has identified a number of additional development targets not included in Creative Class theory that are unique to Michigan’s situation.
