The project that looked ready
What Matters Next
Clear thinking for leaders who need to decide what matters next for their downtown.
👀 First Look
By the end of January, plans for the year tend to feel more solid than they actually are.
But every downtown has that one "January Darling." This is an idea of some sort that has captivated everyone.
The concept is solid, a timeline was mentioned in passing during a coffee meeting, and now everyone treats it like gospel.
Unfortunately, assumptions are currently outpacing actual decisions and this is where stress starts long before we see the other issues arising.
👓 This Week’s Lens
Field Notes
✏️ The Point
Almost every downtown that I’ve worked with has at least one idea that looks ready in January. This can be a new project, event or initiative.
The concept makes sense. Heck, someone has probably seen something like this work somewhere else. The partners seem aligned. The board has heard about it more than once. On paper, it feels like the natural next move.
In practice, these are the things that often stall out or hit a wall. Not because they’re bad ideas, but because something essential was never resolved. Ownership is a little fuzzy. Capacity is assumed (they assume you’ll do it). Dependencies of people needed, funding, or other red tape to break through are left open or still too vague.
When February arrives, these projects have a sneaky way of absorbing time, attention, and political capital without producing any traction. The issue is rarely ambition. It is usually readiness masquerading as alignment.
In my experience, this pattern shows up over and over. Those projects, events, and initiatives don’t fail because they don’t start early enough. They fail because they start without enough clarity to carry them through the first point of friction.
It’s easy to mistake a room full of people agreeing for a project that is actually ready to break ground. Ambition is great, but it’s the unresolved "who’s paying for the insurance?" or “what do we do if we don’t get the grant for this next year?” questions that actually kill momentum.
🪜 What This Changes
Do now
+ Stress test your project against real capacity and hours to manage this idea
+ Name dependencies out loud, even if it slows enthusiasm or kills the “vibe” of the meeting
+ Confirm who is actually making the final call, not just who is doing the work
Can wait
- Hold off on the big announcements
- Calendar commitments or deadlines tied to assumed progress
- Anything that requires sustaining momentum you can’t control
Stop doing
x Treating verbal agreement as readiness
x Letting a project move forward just because it feels familiar or “we’ve seen it work somewhere else”
x Saying “We start in May.” Start saying “We start as soon as the grant agreement or the permit is signed.”
🗣 Say It This Way
“I love where this is headed, but we aren't quite ready to pull the trigger yet.”
☕ Closing Thought
A project usually doesn’t hit a wall because of a lack of vision or excitement. It gets snagged because we forgot to check if the gate was unlocked.
If you’re already double-checking your “sure things,” you’re doing better than most. I help communities figure out which ideas are actually ready for prime time and which ones need a little more time in the oven.
Let’s talk about what’s happening in your downtown. Reach out by email at erik@readerareadevelopment.com anytime.
Written by Erik Reader, Reader Area Development, Inc.
From Stuck to Standout — Faster.
How to read What Matters Next
Each issue follows the same simple structure to make it easy to scan, even on a busy day:
First Look
A quick grounding in what many downtown leaders are feeling right now.This Week’s Lens
The thinking frame for the issue. Each lens shows up throughout the year to help make sense of common pressure points.The Point
One clear idea meant to sharpen judgment, not add another task.What This Changes
Practical guidance on what to carry forward, what to steady, and what to stop.Say It This Way
Language you can use with boards, partners, or staff when the conversation gets tricky.Closing Thought
A final line to sit with before moving on to the next thing.
Each edition is designed to be read in just a few minutes and useful whether you’re new to downtown work or have been doing it for years.