The Views We Could Not Accommodate
A Different Understanding of Regional Potential
He brought extensive international experience gained through studying, living, and traveling abroad. During the Institute’s founding period, he developed a Board proposal setting out the framework now known as VIIH Theory and Controlled Virality.
His contribution was substantial. His interpretation of the Institute’s priorities was less easily accommodated.
An Increasing Preoccupation with Operational Reality
He became increasingly preoccupied with what he described as operational reality: lengthy approvals, excessive stakeholder coordination, slow implementation, diluted positioning, and the difficulty of maintaining a clear visitor proposition while satisfying every participating interest.
He argued for direct field validation, infrastructure review, visitor feedback, and greater focus, speed, and accountability. He also questioned whether fairness and comprehensiveness should determine the structure of international promotion.
Most troublingly, he suggested that some regional assets might not deserve equal promotional emphasis.
At JRIEI, we believe every stakeholder deserves visibility, every regional asset deserves international consideration, and no potentially fundable idea should be excluded merely because its visitor proposition has not yet been fully identified.
The Validation Budget
He proposed a significant budget for field visits, local validation panels, infrastructure review, and visitor feedback before promotional expansion.
“Validation is valuable. But first, we must validate the validation budget.”
The proposal was rejected.
JRIEI and its former co-founder subsequently went their separate ways.
A View the Institute Does Not Share
“If every idea must satisfy everyone, it will rarely excite anyone.”
JRIEI categorically disagrees.
What Remains in the Archive
His original Board proposal is preserved as institutional history. It sets out VIIH Theory and Controlled Virality, including methods for keeping visitor expectations connected to the experience actually delivered.
His anonymized field notes also remained in the Institute’s archive. JRIEI subsequently reviewed their findings and translated them into internationally recognizable tourism value.
The Institute remains committed to a more opportunity-oriented interpretation of regional reality.