CETANA PROOF - Flipbook - Page 94
FORWARD
STATE OF
THE MARKET
THE NEW KID
ON THE BLOCK
THE PROJECT
OVERCOMING
CHALLENGES
CHALLENGE:
Conventional
Design
SOLUTION:
Choose the
Right Team
CHALLENGE:
Attracting
Investors
SOLUTION:
Building
Con昀椀dence
CHALLENGE:
Real Estate
Acquisition
SOLUTION:
Resident
Engagement
CHALLENGE:
Competitive
Industry
SOLUTION:
Building
Legitimacy
CHALLENGE:
Community
Support
SOLUTION:
Local Leadership
& In昀氀uencers
CONCLUSION
ACKNOWLEDGEMENTS
94
Identifying Municipal Allies:
Municipal support can make or break a development. We were
fortunate to already have a strong connection with a councillor
who happened to share his early career with Cetana’s CEO, having
worked together at the Toronto and Region Conservation Authority.
While a single strong connection is great, we knew that we needed
to grow our network. This friend and ally became a conduit to the
greater local government, introducing us to other councillors, the
Mayor and Deputy Mayor, urban planners, and other Town staff.
Storytelling:
When speaking to the local community, there are several aspects
of our project’s intentions that come with questions, assumptions,
and unknowns. Instead of conveying our direction through facts and
昀椀gures, we like to explain our project through storytelling. A story
becomes relatable, recognizable, and connects abstract ideas.
These are emotional times and in order to connect with people
and become in昀氀uential one needs to be a storyteller. Discoveries
in neuroscience prove decision-making is largely emotional, not
logical. Studies have shown that when we hear a story, our brains
release dopamine, a chemical that is associated with pleasure and
reward. This creates a positive emotional response and reinforces
the connection between the story and our own experiences. So
how can we persuade the emotional part of the brain? One answer
is through the art of storytelling. One piece of science to always
remember: human brains are hardwired for stories.
