Earlier this year, CNBC once again named North Carolina the No. 1 state for business. As a lifelong North Carolinian, I can tell you there’s more to that ranking than tax incentives and talent pipelines. We are blessed with genuine people, world-class education institutions, innovative businesses, affordable energy, abundant natural resources, and first-class infrastructure, from Murphy to Manteo. (Murphy is a small mountain town near our western border, and Manteo is a historic boating community at the coast. Because they are on opposite ends of the state, they have become common shorthand for “every corner of North Carolina.”)
If you’re moving your business here, welcome. We’re thrilled you are here. As a rapidly growing state, we are fortunate to have welcomed a lot of wonderful people and businesses to North Carolina over the years. The same qualities that make North Carolina a wonderful place to live make it a uniquely rewarding place to do business.
That said, success here isn’t just about setting up shop, it’s about understanding the culture you’re joining. We have seen some parts of our culture catch other newcomers by surprise, so I thought it may be helpful to share a few things to ensure you settle in more quickly:
- “Bless your heart” can be either sympathy or shade. If someone says it to you, there’s a good chance they think you’re a bit out of the loop.
- Barbecue is a cultural battleground, so proceed with caution.
- Know that in N.C., barbecue is not a grill, it’s smoked pork, traditionally cooked whole hog, but sometimes prepared with just the shoulder or “Boston butt.”
- There are two predominant styles of N.C. barbecue: Eastern and Lexington. Both are delicious, but be prepared that native Tar Heels have very strong opinions about which is better.
- Eastern N.C. (what I was raised on) is prepared with a vinegar-based sauce and typically served pulled.
- Lexington barbecue is prepared with a red tomato-based sauce and sometimes served chopped.
- Both are typically served with slaw, either hush puppies or corn sticks, and sweet tea.
- College sports are king. Yes, we love the Panthers, Hurricanes, and Hornets – especially if they make the playoffs – but college basketball and football are a major cultural force. You probably know about UNC and Duke, but don’t underestimate the passion behind N.C. State, East Carolina, Wake Forest, Appalachian State, and the many other universities that produce the workforce likely attracting you here in the first place.
- These cultural touchpoints may sound lighthearted, but understanding them helps you build instant rapport. In North Carolina, relationships drive results – whether you’re hiring, partnering, or navigating local approvals.
You should also know that growth fatigue is real. This is especially true in major cities and their rapidly expanding suburbs. The governor, mayor, and economic developers may have bent over backwards to recruit you, but don’t expect every corner of Main Street to embrace you. Most of us are thrilled you’re here, but you can make life much easier for yourself by doing a few simple things.
- Find local allies. Connect with someone who’s already well connected. Every community has its behind-the-scenes leaders whose voices carry weight. A trusted partner can help you navigate those networks, facilitate introductions, and ensure you’re engaging with the people who matter most. We know a lot of these people and would be happy to make introductions. You can also ask the local economic developer to help.
- Listen intently. Think about what you want to accomplish in North Carolina and what that will mean for the local community. Share this vision with these influencers, and ask them to educate you about the personal implications of your economic impact figures on the people who live in your new community. Think deeply about what you learn, and adjust your messaging accordingly.
- Engage authentically. We have been a high-growth state for many years, so don’t underestimate the sophistication of our local journalists. They grow suspicious when things seem too good to be true. If your incentive package includes game-changing employment numbers, be forthright on the market conditions necessary to meet those forecasts, or expect sharper questions as time goes on. Authenticity here is about substance, not appearances. It’s right here in our state motto, Esse Quam Videri – To be, rather than to seem.
I have traveled extensively for work throughout my career, and each trip makes me fall in love with North Carolina a bit more. The people here are welcoming, our beaches and mountains are serene, and we are blessed with a multitude of opportunities. If you lead with respect, transparency, and genuine curiosity, North Carolina will meet you halfway – and then some.
I hope this will help you quickly adjust to the rhythms of a place where barbecue divides us, college rivalries unite us, and relationships last longer than contracts.