Ron Miriello of Miriello Brand Expression says describing San Diego is often a conversation of caveats—great weather, but not the best environment to get things done; a fantastic place to play, but the cost of living is high. While these attributes are true, they’re not quite an accurate portrayal what makes the region distinct and unique. San Diego’s DNA is more complex.
Miriello, a longtime San Diegan, poses the question: “Rather than this heads-or-tails approach, could it be time for a more nuanced and updated characterization of the region?” It’s time to modernize our approach to examining our identity, he says. To embrace our imperfections and realize that “San Diego’s way of living and working is changing the face of innovation in other parts of the world.” When we spoke with Miriello, he had these four observations about what makes San Diego stand out.
1. Nature and Nurture
In San Diego, a love for the outdoors is a common thread in all walks of life. The beach, the bay, the mountains, the trails—these are the things that bring us together. Thinking of the person on the board next to yours as a surfer, instead of a CEO or a carpenter, levels the playing field and opens up a dialogue. “When you stand above the Pacific and see its vastness you realize you’re a small part of a big world.” Instead of the idyllic weather distracting us from our work, nature influences us to foster and support creativity, collaboration, and transformation. We like to be outside, and we like to commune and share. That combination leads to big things, like the modern triathlon, which got its start in San Diego. We collaborate in a slightly different way. And the high cost of doing business forces us to play together and come up with new ways to get things done.
2. Creation and Recreation
Work and play are not mutually exclusive here. In fact, they drive each other. They overlap and become something greater. Miriello says San Diego “gets creative about being productive.” Here, people turn passion into product. Take Comic-Con, for instance, which has grown into an iconic celebration with over $140 million in economic impact. Ideas grow here. The “shorts and flip-flops” attitude has taken on a new significance in today’s innovation-driven economy. And interests usually associated with “checking out”—like yoga and games—are being incorporated into the office space. Being in a relaxed, joyful state of mind inspires new ways of thinking. “Play and work are symbiotic; they belong together. And when you can’t tell the difference, you’re innovating.”
3. English and Spanish
San Diego is steeped in Cali-Baja culture. Cross-border collaboration is elevating both sides, as evidenced by the Tijuana Innovadora, a biennial creative industry showcase, and the Cross Border Xpress, which makes the Tijuana airport easily accessible to American travelers. When you evolve with such a rich culture outside your door, you approach the world differently and it opens your mind on a daily basis. The resurgence of the arts in Tijuana inspires creativity in San Diego, and San Diego’s business acumen has trickled south. “We are in a hotbed of creative thinking.”
4. Surfers and Soldiers
Military towns aren’t typically seen as innovation centers. But San Diego’s military history lends a pragmatic air to the thriving business scene. It also brings a steady stream of educated, disciplined people into the local workforce, since many don’t leave town when their service is up. “That institution is providing us with a very unique characteristic set, and it’s extremely valuable.” The influx of out-of-towners also makes the old sentiment “It’s not what you know, it’s who you know” less relevant than ever. San Diego gets great mileage out of being untraditional, and that’s leading to a quicker acceptance of new ideas and fewer expectations. It’s ideas that earn you a seat at the table, not connections or history.
Tags: Creative, Ideas, Miriello Brand Expression, People, Ron Miriello
