Attracting foreign companies to a city or region used to be quite an easy game. Selling land and creating jobs. But this has become a bit old-school. Perhaps it’s a logical development: land and especially talent are scarce, while prices for energy and raw materials are very unstable. So why bother? Meanwhile, support by the public is also slowly disappearing. New companies? That means big boxes and messy business parks! Meanwhile, climate ambitions are high and all over the place: every region wants to be a sustainable frontrunner. Volume is becoming less and less important, it’s more about ‘value’. Any companies to be attracted must therefore be clean, smart and green. Making such a move as an investment agency is not a piece of cake! We see a number of problems on the road from ‘volume to value’.