1.   Use authenticity

What were, and are the specific character traits of the city? How has the city or district become what it is today? This shapes the base for the fundament of the creative process. Expose the DNA and continue building on that. Avoid the comparison, move forward with all your strengths. Take a starting point that makes an original combination of values that can help the city in the next decade. 


2.   Combine local power

Collect the local creatives by letting ambitious professionals work together. Let them present ideas to each other and discuss about chances and the interpitation. Avoid pitches between agencies, but immediately make the correct combination of possible ‘winners’. These parties are going to also locally help you with making this plan succeed.


3.   Do a thorough research

Precious data of the city are rarely in one spot but are usually located in unused and unusual locations. Search, find and use work of other people. Interpret data with creativity, findings and founded new statements about the future.


4.   Build your dream skyline

Without choosing a utopia, bring the ideal picture into frame: what does the ideal situation look like? It creates an ambitious vision during the process it becomes clear what is missing for the best imaginable result. So, move past the traditional ways and make room for protentional new powers for the city.


5.   Enjoy the experiment

Give new ideas and new ways of working a chance. Take a look at new possibilities for the future. Creativity flows best under limitation. Realise that even in bad ideas, there are good and usable parts. Communicate about it. 


6.   Make sharp choices

A strong brand is based on strong choices. Make it very clear what the city/area stands for and what not. Agree on ambitions for a bright future. The clearer, the stronger the profile:  the easier man chooses for the city.



7.   Be optimistic

Processes are benefitted by people with energy and who won’t be convinced to change their opinion. In complex processes it can be very difficult to keep structure with findings and advise. Clients feel more comfortable and safer if everybody is on board with the same opinion.


8.  Long term

Judge every idea or details on the consequences and durability for the next decade. Our environment plays an important role in this. Instead of opting for obvious trends, look for sustainable opportunities. For the residents and the city. To move forward with the process a strict value needs to take place to continue; you need a ‘trouble maker’ to protect the brand.