It has often been said that “the market defines you”. That is, you can do all the PR and advertising you want to become something else, but the market will define you in ways that are embedded in perceptions and, believe it or not, the truth.
For Ireland, the market has defined it for hundreds of years, and it is a good position. I just received this note from travel site Yapta. I like Yapta and I use it all the time. Take a look at how they define Ireland through words like: beauty, culture, history and finally, inspiration. Yapta knows what will sell Ireland.
For those of us who are trying to work in and assist the Irish economy we need to find a new set of words. The words I hear all the time are flat, negative, emigration and “someone opened an office” somewhere in the country. We need to continue to work on perceptions of how the market has defined our economy so that to hear are words like innovation, entrepreneurship, company building and talent; and not from those who are preaching to the choir.
Maybe we can learn from Yapta.