Lyons and IDEO’s design-driven project aimed to solve the alleged problem of insufficient “competitiveness.” That problem, as stated — and the changes Gainesville instituted to address it, including beautiful graphic design, better web resources, and that friendly new office called the Department of Doing — had at best a tenuous relationship to the experiences of many of Gainesville’s poor and Black residents. Although the plans were intended to boost Gainesville’s economy on the whole, they did not create affordable housing, eradicate food deserts, or raise high school graduation rates. They didn’t address those for whom “competitiveness” seemed a distant problem. They seemed to leave much of Gainesville behind.