J.U.M.P.!!! J.U.M.P.!!!

On Wednesday, we attended a introductory meeting at Boise City Hall for our soon-to-be neighbor, J.U.M.P. For those who don’t know, J.U.M.P. (Jack’s Urban Meeting Place) is a $100 million multi-purpose community gathering place going up between Front and Myrtle Streets and 9th and 11th Streets. Right out the window of our office.

We’re very excited for the project for many reasons (you can get an idea of some of them by reading this). Wednesday’s meeting gave several more reasons, including learning that the development team is filled with kindred spirits. We could tell by some of the words they used.

Two great quotes came out of the meeting.

The first was this description by Bert Eberwein of Hoffman Construction of his company: “We specialize in the kind of projects that get on the front of postcards.”

What a beautiful word picture of your brand’s positioning. It’s a colorful, tangible description of how they view themselves — and how they want others to view them.

The second was a quote by Maggie Sodderberg, the J.U.M.P. Project Director. She said the project team was looking for input from the community in the form of a “Board of Dreamers.”

Not directors, dreamers. That phrase says a lot about how she views the project. How transformational, inspirational and innovative it will be. Dreamers, not directors, create places like that.

Words matter. Both on their surface and sub-text. They shape the conversation. They add texture. Choose wisely.