Economic development can be one of the most overused and under-explained talking points in a campaign. Too often, candidates rattle off buzzwords like “growth,” “jobs,” and “investment” without ever connecting them to lived experience.
But if you’re running for office-especially at the local level-you don’t need to be a policy wonk or a Wall Street exec to speak credibly about the economy. What you do need is authenticity, a clear understanding of how government shapes business conditions, and ideally, a personal story that grounds your message in reality.
Here’s how I approach it, drawing from my own experience as a small business owner, local official, and someone who’s had to keep a business thriving through a crisis.
Messaging Tip: Use Your Story
I opened my store in October of 2019-just in time, as I like to joke, for COVID to hit. The timing could have been catastrophic. But something incredible happened: the community rallied around me. People went out of their way to shop local, to support a business they believed in, and to make sure we not only stayed afloat but sustained consistent and meaningful growth. Thanks to that support, not only did we survive-we stayed profitable during one of the most uncertain times in recent history.
Part of that success came from preparation. Even before the pandemic, I had already implemented worldwide online shopping with local options for in-store pickup and free delivery. That foresight made our transition to fully online sales almost seamless when in-person traffic slowed.
Telling this story isn’t about self-promotion-it’s about credibility. When voters hear real stories of leadership under pressure, they listen. It builds trust.
Voter Lens: Explain the Government’s Role
Small businesses are the backbone of our economy. While government doesn’t create jobs in the private sector, it plays a critical role in shaping the environment where jobs are either possible-or impossible. Roads, permitting, zoning, infrastructure, public safety, and access to capital all intersect with local government decisions.
If you’re running for office, this is where you draw a clear line between vision and reality. Voters want to know that you understand how to make things work-not just what you want to see happen.
Campaign Application: Economic Development Without Gimmicks
Too often, economic development is reduced to flashy announcements or tired tropes like “We’re Open for Business”.
Which is vague, overused, and rarely backed by specifics. It implies that just saying you’re business-friendly is enough-but it doesn’t address how you’re removing barriers, who you’re prioritizing, or what kind of growth you’re aiming for.
Real development isn’t about short-term wins. It’s about long-term stability. That means investing in infrastructure, supporting small and midsize businesses through mentorship and resources, and improving transparency around processes like permitting and procurement.
Talk about how you would remove barriers. Talk about how you would improve efficiency. And above all, talk about how government can act as a partner-not a roadblock-for people trying to build something.
One of the most powerful things you can do as a candidate is speak up for the people who are often left out of the conversation. Small business owners, for example, don’t usually have lobbyists. They don’t have PR teams. They don’t have access to insider networks or deep pockets. What they have is grit, creativity, and the willingness to risk everything for something they believe in.
When you come from that world-or even if you simply understand it-you have a responsibility to use your platform to speak authentically. Don’t try to sound like a politician. Always sound like yourself. Voters are incredibly good at sensing when someone is giving them a canned message. They overwhelmingly respond to honesty, especially when it’s backed by lived experience.
If you’ve ever navigated city bureaucracy, juggled invoices, worried about keeping your team employed, or celebrated a hard-earned win with a skeleton crew-you have a story worth telling. Use it. Be the voice for people who don’t have a machine behind them. That kind of leadership resonates because it’s real.
Too often, economic development is reduced to flashy announcements or buzzword-laden agendas. But real development isn’t about short-term wins. It’s about long-term stability. That means investing in infrastructure, supporting small and midsize businesses through mentorship and resources, and improving transparency around processes like permitting and procurement.
Talk about how you would remove barriers. Talk about how you would improve efficiency. And above all, talk about how government can act as a partner-not a roadblock-for people trying to build something.
Final Thought: Ground Your Message in Real Leadership
You don’t have to reinvent economic theory to earn people’s trust. But you do need to connect the dots between your experience, your values, and how those inform your approach to local economic growth.
The best campaign messages aren’t abstract. They’re personal, they’re practical, and they’re honest about what government can-and can’t-do. Use your story. Show you understand the terrain. And don’t be afraid to talk about the hard parts. That’s where real leadership shows up.
Christina Catsavis is a City Director in Fort Smith, Arkansas. She writes about leadership, community, and running for office with courage and clarity.
