In this episode of Develop This!, host Dennis Fraise sits down with rural innovation expert Becky McCray, co-founder of SaveYour.Town and author of the bestselling books The Idea Friendly Guide and Small Town Rules.

Becky brings a rare perspective to economic development—she doesn't just study rural communities, she lives in one (population: 30). From running a small-town liquor store to serving as a city administrator and nonprofit executive, Becky has spent her career helping rural places adapt, innovate, and thrive.

Together, Dennis and Becky explore why traditional economic development models often fail rural communities—and what works instead. They discuss how small towns can move forward without massive budgets, long strategic plans, or endless committees by becoming more Idea Friendly: open to experimentation, collaboration, and small wins.

Listeners will learn why supporting entrepreneurs matters more than recruiting big industry, how to engage skeptics productively, and how tiny experiments can lead to meaningful momentum. Becky also shares insights from her ongoing Survey of Rural Challenges and highlights positive trends emerging across rural America—from renewed interest in downtowns and walkability to stronger local business ecosystems.

This episode is packed with practical tools and mindset shifts for economic developers, community leaders, and anyone who believes their town's future is worth fighting for.

Your town matters. And change doesn't start with a perfect plan—it starts with one small step.

Key Topics Covered

• Why traditional strategic planning often fails rural communities
• The Idea Friendly Method: Gather Your Crowd, Build Connections, Take Small Steps
• How small experiments outperform big projects
• Supporting local entrepreneurs vs. chasing large employers
• Turning rural challenges into community strengths
• Engaging skeptics and building trust
• Creating momentum through incremental wins
• Why every community's future must be locally shaped

Episode Takeaways

• Rural communities need solutions designed for rural realities
• Economic development starts with entrepreneurs and small businesses
• You don't need permission to try small ideas
• Relationships drive innovation more than structures
• Skeptics can become allies when you listen first
• Progress comes from action, not perfect plans
• Tiny wins build confidence and momentum
• Communities thrive when people feel empowered to try