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BUILDING GLOBAL CONNECTIONS | Alexander Abrashkin

Name: BUILDING GLOBAL CONNECTIONS | Alexander Abrashkin
Uploaded: 2022-08-02T23:59:19+00:00
Duration: 1 min 5 s
Channel: Matt Vaadi
Description: In this segment of the talk, Alexander Abrashkin uses the example of Augusta’s airport announcement—branding the city as the "home of James Brown" and…

2 Aug 2022 · 1 min

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1:05

In this segment of the talk, Alexander Abrashkin uses the example of Augusta’s airport announcement—branding the city as the "home of James Brown" and the "future cybersecurity capital of the world"—to illustrate how aspirational self‑branding can shape community perception. He argues that such collective self‑image, even if not yet factual, can motivate local stakeholders to improve standards. Abrashkin urges the audience to either raise the bar themselves (e.g., by creating the best burger in town) or help spread the word about existing excellence, emphasizing that everyone present can actively contribute to elevating their community’s reputation.

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Could be an unpopular example, but when you fly through Augusta, the PA system in the airport says, "The home of James Brown and the cybersecurity capital of the world." They say the future cybersecurity capital of the world. They're not, but they have aspirations. And the important thing is, it's how we see ourselves. So if we all decide You know, we're gonna have the best burger in town. That's the meat we need here. And everyone can play a role in this. You know, you may know a guy who has the best burger in town, but he does nothing about it. You can inspire him or her. Or you know someone who already does an amazing job, and this is something that could spread the word. So my message is: raise the bar or spread the word. Everyone in this room can do this today.