San Diego is well known for its year-round warm weather and picturesque sandy beaches, but when more than 30 local C-level executives recently convened for LEAD San Diego’s INFLUENCE program, an intensive three-day exploration into the unique opportunities and challenges facing our region, one theme became clear – San Diego now truly embodies a “climate of collaboration.”

For a region preparing to grow by another million people and create more than 500,000 new jobs by 2050, our cohort learned how strong collaborations and a rich variety of industries are critical to our success. Combined with effective planning, improved transportation infrastructure and diverse educational offerings, we can responsibly prepare for this anticipated growth, while ensuring San Diego remains highly competitive and at the forefront of innovation.

Over the three-day period, the cohort was fortunate to hear from several highly respected business, community, military, educational and elected leaders representing a broad section of industries and viewpoints. Each offered a unique perspective, shared industry-specific insights, and challenged us to further explore our own passions and consider what each of us could do to more positively impact our communities. But all agreed that one of San Diego’s biggest strengths is its collaborative culture.

In the past, many San Diego organizations often worked in silos, myopically focused on addressing the needs of their specific cluster, but it became clear that today organizations and government leaders are actively sharing resources and information. This has led to business growth, improved regional planning, better understanding of salient issues and has become a selling point for companies that have identified this collaborative climate as a benefit for locating or expanding here.

For many regions, success depends on a single core industry sector. San Diego is fortunate to have three traded economies – military, innovation and tourism, all of which contribute greatly to the overall local economy. Among the wealth of information gleaned by the cohort was that one in every four jobs in the San Diego region is related to military spending, there are now more than 850 clean technology companies in San Diego, and nonprofit arts and culture organizations in San Diego are pumping nearly $600 million annually into the local economy.

These growing job clusters are combined with the support and resources of city and county government leaders working together to ensure that economic growth is balanced with a focus on our quality of life, improved health and wellness and a commitment to supporting the less fortunate.

Another compelling message, shared by numerous speakers, was the notion that we must stop thinking of San Diego alone, but instead consider the Cali-Baja Mega Region, which includes our neighbors to the south in Mexico. Collectively, this means thousands of additional skilled workers and provides extensive opportunities for local businesses to expand and prosper by keeping jobs and manufacturing nearby, rather than overseas. The challenge is the border crossing, where delays relative to growth and expansion coupled with long wait times are costing our region an estimated $1 billion annually in lost economic impact.

There is also much to celebrate. Whether it’s innovative research emanating from our top colleges and universities, the vital collaboration between the U.S. military and the San Diego community, the rapid growth of our burgeoning clean technology and biotech industries, or the essential and growing ties between San Diego and Tijuana, exciting opportunities are everywhere.

For three unforgettable days, LEAD San Diego afforded us a behind-the-scenes look at all that is great about our region and the important work still to be done to showcase San Diego’s attributes to the world. Individually, we all have so much to offer our communities and should take time to step back and consider the role we each play in this process. Collectively, San Diego’s future is limitless.

The cohort received an overview on base operations from Colonel Eugene Apicella, deputy commander at United States Marine Corps Marine Corps Installations West – Marine Corps Base Camp Pendleton.

Many of us see Camp Pendleton as that nice 17-mile stretch of coastline that provides a welcome buffer from the hustle and bustle of Orange County and the greater Los Angeles area. Despite having more than 40,000 active duty military and more than 85,000 personnel who live, work and play on the base, outsiders often have little knowledge of the role the base plays in our national security.

Understanding more about Camp Pendleton was exactly what the LEAD San Diego IMPACT group sought as it embarked on a recent optional session held at the base.

The cohort received an impressive overview from Colonel Eugene Apicella, deputy commander at United States Marine Corps Marine Corps Installations West – Marine Corps Base Camp Pendleton. He spoke of the installation’s role in preparing Marines and sailors to operate in extreme environments, and the incredible advancements in technology that are available to soldiers today. However, he stressed that while technology is important, focusing on the individual is paramount, which includes creating an environment for fostering leadership.

The cohort observed an initial training exercise for new Marines.

We also heard from a panel of Marines, who echoed the colonel’s sentiments on leadership and discussed how a structured environment like the Marine Corps fosters innovation and exploration. Panelists explained that the Marine Corps is constantly reinventing itself and encouraging constituents to think outside the box.

This includes leading with intent, not orders, which is a lesson we can all learn from. When you explain the intent of the action you’re seeking, you give those you are leading direction to see the big picture, not just the immediate task. For example, it’s not just about “taking possession of the next hill” it’s about understanding that “taking the hill” is a step in the overall goal of “clearing the road.” When clear intent is given, it allows others think strategically and empowers them to embrace innovation, so long as it meets the overall goal.

Through our tour of the base, the group engaged with a number of individuals as they trained to fulfill their missions and learned a number of interesting facts:

• Camp Pendleton was acquired to train soldiers for World War II.
• The base often partners with nearby municipalities to use their infrastructure to conduct mission rehearsals for tactics such as bridge crossings.
• They have a number of training facilities that mimic real-world scenarios, such as Afghan villages, and some are built with Hollywood-style sets, pyrotechnics and use actors to bring these situations to life.
• Marines are seeing a culture shift in how mental health and seeking help for these issues are perceived, and more Marines are getting the help they need.
• The cabins of amphibious assault vehicles are anything but “roomy.”
• There are 7,500 homes and apartments on base.
  

  The group got a close look at the inside of an Amphibious Assault Vehicle.

• Six percent of the active duty Marines are women.
• 70,000 retirees live within 50 miles of the new Navy Hospital being built on base.
• The Marines provide an extensive “Transition Readiness” program to prepare individuals for life outside the military.

The cohort successfully achieved its goal of gaining a greater understanding of the role and impact Camp Pendleton has on its Marines and sailors, and our region. I think I speak for the whole group when I say we walked away humbled and proud of the courage and sacrifices our military makes to preserve our freedom.

The cohort received a lift courtesy of the county’s “official” transportation vehicle.

With more than 70 percent of former San Diego County inmates returning to the prison system and state regulations forcing budget cuts at correctional facilities, the old theory of “lock ‘em up and throw away the key” is no longer rooted in reality.

The LEAD San Diego IMPACT cohort heard from law enforcement officials from different agencies – including San Diego County Sheriff Bill Gore and Joseph Jones from the U.S. Border Patrol and community partners, such as Second Chance, which provides work readiness training and other supportive services to former inmates –and collaboration was the resounding theme of the day.

San Diego faces some unique geographical challenges when it comes to law enforcement, and collaboration among different agencies – from federal to state to local – is key to maintaining San Diego’s safety record and weathering the funding challenges being felt throughout the state and nation. While jurisdictions are important, San Diego agencies understand that by working together and sharing information they can be more successful – a lesson to which most leaders will attest.

Collaboration with nonprofit community organizations is also essential to ensuring the safety and well-being of all San Diegans. As the county’s detention facilities face an influx of inmates from the state along with dwindling budget, it’s focusing on programs and partners that can help inmates successfully return to their communities and stay there. Whether it’s substance abuse cessation and work training programs during an inmate’s incarceration, or partnering with outside organizations like Second Chance, it takes collaboration from both public and private entities to ensure inmates can successfully transition the “outside” world.

The cohort had the opportunity to see life from an inmate’s perspective firsthand as we toured the George F. Bailey Detention Facility and the East Mesa Detention Facility. Needless to say, the experience was eye-opening – particularly as our role quickly turned from observer to the ones being observed – and one of my fellow participants said it best when she stated, “I’m so thankful that I don’t struggle to stay out of this place.”

Her assessment was spot on. What if I had the same circumstances these individuals grew up with? What if I was born into a drug-addicted home or grew up in a neighborhood where joining a street gang was an unavoidable option? What if that was the only life I knew?

It made me re-evaluate my own personal preconceptions about former inmates and helped me understand that while most of these individuals are there because of poor decisions, many have never known another option.

Hopefully, through continued collaboration among public, private and community leaders, we can raise awareness of these societal challenges that impact our growing inmate population and create programs that help these individuals transition back into society.

Despite being a fourth generation native to a city whose military history is as long as its sandy white beaches, my interaction with military life is limited at best. So when the LEAD San Diego IMPACT class recently spent the day learning about the military’s impact on our region, I was eager to get an in-depth look.

The cohort spent the day with well-respected military ambassadors, including Rear Adm. Dixon Smith, who presented a number of achievements and challenges faced by the San Diego military community – from sustainability efforts and post-military job training to the looming sequestration cuts.

The cohort gets a briefing from the USS Benfold crew before boarding for a tour.

Adm. Smith and retired Capt. Larry Blumberg of the San Diego Military Advisory Council painted a vibrant picture of just how integrated the military community is in the region’s economic prosperity.

With one in four San Diego jobs supported by defense spending and more than $20 billion in military funds flowing to San Diego through different channels, it’s no wonder that sequestration has many military personnel and civilians shaking in their boots. While some estimate San Diego’s geography and the Defense Department’s focus on the Pacific Rim may spare us from some of the worst cuts, the impact could reverberate well beyond the military community into engineering, food service, construction, shipbuilding and other industries.

One of the highlights of the cohort’s day on Naval Base San Diego was a tour of the Destroyer USS Benfold, which recently returned to San Diego after a seven-month deployment to the Western Pacific and Middle East. A young officer, who in addition to showing us the bridge and some impressive firepower, talked to us about learning to lead while he was deployed on the ship.

LEAD San Diego IMPACT class participants learned valuable lessons on leadership from our military hosts.

After graduating college, he joined the Navy and was assigned to lead the mechanical division on the USS Benfold, despite having no mechanical background. Imagine being a 22-year-old greenhorn, expected to lead an entire division of mechanical experts, some of whom may have decades of experience, but are looking to you for direction. He spoke, almost glowingly, about the assistance he received from superiors as well as subordinates, and said that both were instrumental in allowing him to grow as a leader.

It reminded me that we all too often look to authority figures or supervisors to teach us how to lead, when our peers can be just as rich of a resource. It’s also a reminder to emerging leaders that they can help improve the skills of those around them with a simple suggestion or by providing a different point of view.

Whether you’ve been mentoring for years or are just starting out on your journey, we’re all responsible for helping develop great leaders.

In a recent article for The Packer, NST’s CEO Kerry Tucker and Bill Bishop, chief architect for Brick Meets Click, highlight a recent Food Foresight trend: an increasing numbers of shoppers are making more intentional decisions to buy food that is healthier and supports the environment.

Tucker and Bishop explain that consumers are looking for more detailed information about the food they buy, such as what it is, and how and where it was produced. Two consumer segments are growing and creating great opportunities for produce marketers, in particular:

• Those who have difficulty affording to put food on the table but still want and need to get the most nutrition for the money.
• Those who define food as part of a healthy and enjoyable lifestyle, with cost remaining a consideration, but not the only one, as they are more open to paying extra for something that is better.

Read the complete article for more details and insight on how produce companies can take advantage of this emerging trend.

Food Foresight provides trends intelligence for anticipating, planning for, and managing trends/issues likely to impact the agri-food chain. It is a collaboration of NST and the California Institute of Food and Agricultural Research at University of California, Davis.

Tags: produce, retail, grocery, Food Foresight, Kerry Tucker, Bill Bishop, The Packer

“We offer service that is good, fast and inexpensive … but you can only pick two of the three.”

While it’s a popular saying among professional service providers and greasy spoon chefs, it accurately speaks to three elements of service that for many industries simply can’t be executed simultaneously.

A similar theory was discussed during a recent LEAD San Diego IMPACT class that focused on the hot topic of health care.

Tom Gehring, executive director & CEO of San Diego County Medical Society, gave the cohort a heavy dose of reality as it relates to the future of health care and the impact of the Affordable Care Act.

One of his examples related to the “pick two” theory. He explained that improving the cost of care, increasing quality of care and improving patients’ access to care can’t happen simultaneously. You can improve access and quality, but that’s going to increase the price. You can increase access and decrease cost, but quality will suffer.

However, these are three basic elements health care reform set out to improve. How well the Affordable Care Act addresses those issues is still up for debate, but the resounding theme the cohort heard throughout the day, was reform isn’t over. The Affordable Care Act isn’t the magic bullet to solve all our problems.

“Health care needed to be reformed. Health care still needs to be reformed,” said Mike Murphy, president and CEO of Sharp HealthCare. “Health care has not been solved.”

The session’s dialogue was data heavy and covered issues ranging from end of life care and health insurance exchanges to the importance of community health centers and the unsustainable nature of Medicare. Some of the mind-boggling statistics shared by the day’s presenters included:

• 18 percent of the U.S. population doesn’t have health insurance and unemployment contributes to this figure.
• Medicare is projected to be bankrupt in 2024.
• In addition to cutting reimbursements to medical providers, the government will also make cuts on payments to medical schools, meaning there may be less physicians, while the number of patients accessing care will increase.
• On average, today’s Medicare patient contributed $200,000 toward Medicare during their working years, but will consume $350,000 in care.
• 60 to 70 percent of health care costs are spent on roughly 10 percent of the population.
• 45 percent of the U.S. population has a chronic condition.

But Gehring reminded the cohort this session wasn’t all about doom and gloom, but rather awareness. By understanding the implications these decisions have on small businesses, large medical providers and low-income members of our community, we’re better equipped to address the needs of our region.

It’s critical for all of us to stay informed and look at the issue from a variety of viewpoints. Solving the health care conundrum will require not just the focus of the health care community and politicians, but all citizens.

The arts have an incredible ability to connect us, enrich our lives, inspire us and entice emotion, but as LEAD San Diego’s IMPACT cohort recently discussed, arts and culture provide much more than simple enjoyment.

“It’s not just about entertainment and leisure,” said Dalouge Smith, President and CEO of the San Diego Youth Symphony and Conservatory.  He suggested San Diego’s arts and culture community is about much more – community identity, neighborhood cohesion, creativity, education, sustainability, redevelopment and economic activity.

Through the session’s presenters – which included representatives from San Diego Natural History Museum, San Diego Museum of Art, San Diego Museum of Man, Museum of Photographic Arts, Balboa Park Celebration EDGE 2015, the City of San Diego and the Balboa Park Cultural Partnership  – the cohort learned the true contribution arts and culture organizations provide to our community. The group heard about how local museums serve our community through environmental sustainability efforts; how artist districts can act as seeds for redeveloping communities; and how our vibrant arts and culture community stimulates more than $170 million in spending and supports a workforce of nearly 6,000 individuals.

Having relished the few art history classes my coursework would allow in college, this idea reminded me of the framework through which I had studied – what a culture’s artwork said about its values and way of life.

As we spoke about the 2015 Centennial Celebration of Balboa Park, the center of cultural life in our region, I began to wonder what San Diegans in 2115 would learn from the arts we create today. Would they see the revitalization in our communities, the diversity of our neighborhoods and the pride San Diegans have for their city?

Creating a lasting arts and culture legacy isn’t just the responsibility of art patrons, it’s up to all San Diegans to foster the opportunities this community brings to our region. With more than 1,120 volunteer board positions and 11,600 arts and culture volunteer opportunities in San Diego, there’s no shortage of ways to get involved. So find what moves you, get involved and help shape the impact of San Diego’s arts and culture for future generations.

At Nuffer, Smith, Tucker, we’re feeling very thankful this holiday season for our health, friends, family, and the wonderful clients and partners we work alongside each day. As we make last minute turkey and travel preparations, we thought we’d share our Thanksgiving plans via the interactive map below. Click on the pins to see where our team members will be spending their holidays and what they will be doing. Be sure to use the zoom tool on the West Coast to see each person.

View A Nuffer, Smith, Tucker Thanksgiving in a larger map

Speaking of traveling, about 91 percent of Thanksgiving trips are made by car so be sure to check out the Red Cross’ Highway Safety Tips.

And though we have much to be thankful for, in the aftermath of hurricane Sandy, many of our fellow Americans on the East Coast are not fairing as well. If you are wondering how you can help, visit the Red Cross website to learn about donation options.

You can also donate $10 to disaster relief by texting REDCROSS to 90999.

Wishing you a healthy, safe and happy Thanksgiving – no matter where you are celebrating!

- The Nuffer, Smith, Tucker team

Brands are starting to see fewer impressions and less fan interaction on their Facebook pages, and the issue is now getting negative attention online. NST first shared this problem in a previous blog post that discussed how Facebook’s algorithm was preventing fans from seeing all of a brand’s posts. As Facebook expands its advertising products, brands that aren’t using Promoted Posts or other advertisements may see less interaction and fewer organic impressions.

Some of Facebook’s popular users are speaking out in frustration as they watch their impressions diminish due to Facebook’s algorithm. Per an All Facebook article, actor George Takei and basketball team owner Mark Cuban “… posted in anguish over their fans not being able to see all of what they post.” Takei asked his fans to add him to their Facebook “Interests” and Cuban vented on Twitter after a recent post was only seen by 27,000 of his 2.3 million fans.

Can Interest Lists help? Interest Lists, which allow users to group updates around similar topics, haven’t helped because they appear to the left of the New Feed, far down the page. It’s important to note “…you can’t replace your News Feed with an Interest List, and adding a brand’s page to an Interest List still doesn’t guarantee you’ll see all their posts.” 

Is there hope for brands? Facebook recently announced the addition of Page Notifications. Users will soon be able to be pinged about Page updates and then users will not miss updates from a specific brand.

Facebook is also testing a separate “Pages Feed” where users can view all the updates from the pages they like in a single stream. Per Adweek, a Facebook spokesperson said

“…the Pages Only feed won’t affect how posts get surfaced in the regular News Feed but is instead designed to surface posts that brands’ fans may not see in that feed. That doesn’t mean that every page post will be seen by every user checking their Pages Only feed. While brands should expect their fans who are fans of only a few other brands to see every post in the Pages Only feed, that won’t necessarily be the case for users who are fans of many brands. In those cases Facebook essentially weighs the page posts as they do any content to the regular News Feed, taking into account engagement signals to make sure the stream isn’t lame. ” 

The question is, will people want to be notified every time a brand page sends out an update? Will people switch between their regular News Feed and a Page Only News Feed to see what brands are posting? Do they really ant to see that information? Time will tell.

What can brands and Facebook page administrators do in the meantime? Create engaging posts by including an image and a link, use action words (watch, like, etc.), and write short attention-grabbing copy. Pay attention to the types of posts getting the most engagement. Some research says text-only posts,others say posts with images, which is why you need to pay close attention to your brand Page’s Facebook Insights. Also, pay attention to which days and times are best to post  and keep up to date on the latest information about Facebook’s News Feed algorithm and EdgeRank.  If you have questions, NST’s team is well versed in social media marketing and can provide thoughtful, researched guidance.