Seen in Boston yesterday outside a tee-shirt shop. This says it all about Boston, one of the world’s top tech centers that is full of colleges and universities, expressed in the local slang and accent.

Unfortunately, most places are shy and insecure about who they are, and that comes across in their marketing. If they were more honest and forthright about what makes them distinctive, they might be more successful in drawing talent that matches their personality. Ironically, Chicago gained its reputation as the “windy” city not because of what blew in off the lake but because the chamber-of-commerce types were relentless promoters. Pick a phrase that a college sophomore would use and you’ve got a good start.