What matters in your community? What defines it? What are people interested in and keep up with?
In Lexington, Kentucky, sports matter, according to an article by Kim Edwards in the December 2008 issue of Smithsonian Magazine. In most rural communities, high school sports, especially football in Friday nights, matter a whole lot. Take a look at how many signs proclaim the local team as the “Home of the (fill in the blank) State Champs.” In the Mississippi Delta, it’s the price of agricultural commodities that matter. Lately, “the blues” matters in the Delta.
So how does one discover these “things that matter” in a community? Listen to people talking. Read the local newspaper. And, of course, watch for those signs on the side of the road.