Who's Your City?
Richard Florida
 Whos Your City? is divided into four parts with a total of 16 chapters. The first part presents data that suggests the world's population and economy are becoming increasingly geographically concentrated into few mega-regions, such as BosWash and the San Francisco Bay Area. Thomas Friedman's Flat World Theory, or his assertion that distance and place is becoming irrelevant, is countered by Florida with maps of population growth, economic activity, innovation (as demonstrated by patent registration), and scientific discovery (as demonstrated by residence of the most heavily cited scientists). Florida's maps show "spiky" concentrations in these mega-regions, although each region does not necessarily rank high in each category. For example, the Taiheiyō Belt ranks high in innovation but low in scientific discovery, and Indian and Pakistani cities show high population concentrations but low economic activity. Florida explains the existence of these geographical spikes by insisting that talented individuals tend to cluster to one another, creating a (non-linear) multiplier effect that attracts additional talented individuals to that geographical area. The second part of the book presents evidence that globalization is creating a new class divide: those who are able to move to a different community to take advantage of opportunity and those who are rooted. This mobile class of people are differentiating urban areas in terms of values, culture, economic specialization, and other factors, and businesses are following the most talented people to these cities despite high land prices and labor costs. Florida also insists that a disproportionate amount of wealth is being generated in those cities which have been successful in attracting the creative class. Finally, globalization has reduced the importance of resource extraction and manufacturing in the economy and increased the importance of fields in which the creative class participate. The third part of Who's Your City? examines the role of "where someone lives" as a factor of happiness. Florida's "Place and Happiness Survey", which he conducted with The Gallup Organization, shows that higher incomes and levels of education produces more community satisfaction, married people tend to be more satisfied with their community than singles, as older people as compared to younger people. In addition, renters are slightly more satisfied with their living arrangements than home owners, and people are generally satisfied with where they live. Adding psychological profiles to his previous work, Florida was able to find strong connections between the Big Five personality traits and regions in the United States. For example, neuroticism is concentrated in the New York metropolitan area and the ChiPitts area, agreeableness and conscientiousness in the eastern Sunbelt area, extraversion in the Chicago metropolitan area, the St. Louis/Nashville/Atlanta area, and the South Florida area. Openness seems to be concentrated in the BosWash and the San Francisco Bay Area. Florida explains the results by linking the dominant forms of employment in the areas with the personality traits: manufacturing regions require people who are agreeable (i.e., they follow rules) and conscientious (they work with dangerous machinery), areas with high immigrant populations require that their residents exhibit openness, and management and sales-related jobs need workers with extroversion. Florida was also able to find that his "Gay and Bohemian Index", which connects gay and artistic communities to high growth and wealth generation areas, is a proxy for regions with large concentrations of the openness personality trait. The final part of the book suggests that most people have three significant moves: when leaving their parents' home, when starting a family, and when retiring (or when their own adult children move out). When young people leave their home (or when they complete college), they tend to locate to areas that offer attractive job markets, cultural or recreational amenities, and rank high in quality of life factors. When they get married or have children, people choose areas that are perceived as safe and family-friendly. Florida suggests using a "Trick-or-Treater Index" to gauge if parents feel safe allowing their children to go door-to-door on Halloween. He also cites Catherine Austin Fitts' "Popsicle Index", which gauges how far are parents willing to allow their children to walk to buy a treat. Once retired, or when their adult children move away, people tend to gravitate towards similar areas as young people, if it is close to their grandchildren, but in quieter neighborhoods that provide opportunities for hobbies or for a second career.