Place Matters

The Rise of the Creative Class, Revisited is an eighteen chapter book published in 2012 by Basic Books and written by Richard Florida, of the University of Toronto's Rotman School of Management and New York University. The author presents a revised and expanded version of his classic work, which pioneered the idea that our society is in the midst of a fundamental economic and cultural shift led by an emerging class of people, defined by their occupations as the Creative Class. He argues that human creativity has become the pivotal force at the heart of current societal change. Supporting his theory with substantial research and grounding his arguments in classic historical and economic thinking, Florida sheds new light on successful Creative Age companies and cities. Chapter 10, Place Matters (20 pages), starts the fourth section of the book, which focuses on geography. The author disputes the common view that technology has rendered geography obsolete by pointing out several factors to prove how the Creative Class values location. He updates his original research to show that creative workers are drawn to particular metro areas that support their lifestyle priorities. Using the music industry as an example, the author explains both why creative people "cluster" in cities and how those cities drive innovation and economic development. Cities and creativity, he posits, have a symbiotic relationship.

• Talent management
• Change management
• Innovation
• Creativity
• Finance and investing