At the start of the year, I was approached to consult for an organization dedicated to attracting outside investment to Tijuana. One of the members who recommended me explained that they had failed to secure any outside investment in the previous two years and were now looking for a fresh approach.

During our first meeting, I inquired about their goals for the next two years and their budget. Their goals are ambitious, but their budget doesn’t reflect that. They responded with a number that was, frankly, too low. I immediately pushed back, saying, “We need to go higher. How do you expect to get different and better results when your budget is so low?”

They asked for a proposal, and I delivered one with a number that reflected the caliber of work required. I made it clear that the budget they had in mind was for a rookie—not for the level of impact they were seeking.

Not long after, I met with the CEO. He thanked me for the proposal, expressing his admiration for the vision behind it. But then, as expected, he asked me to lower my number. He reasoned, “You want a Ferrari, but Tijuana is not a Ferrari.”

I didn’t hesitate in my response: “I always think big, and so should you. You are in a position to change expectations, to create a new narrative—not to accept the current one. Why do you think so small?”

He didn’t appreciate being challenged, but I stood by my point.

This moment underscored a reality I have encountered time and again in business and economic development: many people are trapped in a cycle of limited thinking. They believe that past constraints dictate future possibilities. However, the organizations, leaders, and cities that experience real transformation are the ones willing to challenge the status quo, demand more, and invest in a bigger vision.

Tijuana, like any city, is only as great as the vision its leaders and stakeholders hold for it. If we continue to operate within outdated expectations and settle for less, we will never unlock the full potential of what’s possible. But if we push for excellence, refuse to settle, and commit to playing at a higher level, we redefine the game entirely.

This mindset applies beyond economic development—it’s a principle that fuels success in business, entrepreneurship, and personal growth. When you think bigger, you create bigger opportunities. When you elevate your standards, you inspire others to do the same.

It’s our job as leaders to always be bold—to push for more, to reset expectations of what’s possible, and to never settle. By embracing this mindset, we can drive meaningful change, not just in our organizations, but in the communities and industries we serve.

Change doesn’t happen by accident. It happens because we refuse to accept the status quo. It happens because we choose to push boundaries, take risks, challenge the norm, and never settle.

So, the question I pose to you is the same one I asked that CEO: Why think so small when you have the power to shape something greater?