THE big news for the Lake District is the recent announcement that it has been granted World Heritage Site status and therefore joins the ranks of Machu Picchu, The Grand Canyon and the Taj Mahal.

Westmorland and Lonsdale MP Tim Farron has welcomed the decision, saying it will boost the local tourist economy, but has warned that the area must remain a viable place for local people to live and work.

Nigel Wilkinson, of Windermere Lake Cruises, believes the status could boost the economy and as reported by Sky News: “With the benefit of world heritage status, day trippers could become overnight guests, and short stay visitors from overseas may choose to lengthen their vacations."

This would clearly benefit the local economy as the guest houses, hotels, restaurants, bars, caravan sites, marinas and their supply chains support the demand. This is great news to stimulate jobs throughout the Lake District and provide the type of stimulating career opportunities that will retain the bright young talent of the area, saving them from the siren call of the City.

The voices of conversation and sustainability will be equally strong and a balance needs to be struck.

If you will permit me to apply a business analogy to this situation: renowned business author Peter Drucker wrote that “A business has two basic functions: Marketing and Innovation. Marketing and Innovation produce results; all the rest are costs.”

Being promoted to World Heritage Status is arguably marketing gold dust. The Lake District is now going to be forever emblazoned on the international travellers' bucket list, driving more tourism to the area. But to encourage the visitors to stay longer than the few hours on a tick box coach tour so that they can truly absorb the beauty of landscape, enjoy the culture and savour the hospitality. A supply chain needs to blossom, employment created and vibrant places of work to be created.

This is where the innovation component of Drucker’s 2 pillar philosophy comes in, if we are to preserve the beauty of the area while providing modern, inviting and high quality, fresh and modern places to work, collaborate and innovate.

It is not longer good enough to deliver excellent service in today’s market place. In fact, if you deliver excellent service, your customer will see it as good. If you deliver good service, your market will see it as average and average service will be seen as poor. You have to be outstanding in what you do for customers to see it as excellent.

The natural beauty of the Lake District is arguably outstanding but that is only part of the experience for the visitor. High quality, motivated and capable people with a desire to create an outstanding experience for the customer is crucial to driving economic value for the area.

To attract such people you need to create a work environment where they not only want to show up and give of their best, but where you can meet new people, collaborate and create. Developments such as ‘The Factory’ in Kendal and the newly launched ‘Windermere Works’ (www.windermereworks.com) in Windermere provide the type of space for bright and motivated talent to meet, collaborate and do what that which Peter Drucker believes to be essential - innovate.

As Tony Robbins says: “People’s lives are a direct reflection of the expectations of their peer group”. Create an engaging work environment or take your team to an engaging work environment so that they can hold each other to a higher standard and in so doing create a living for themselves and future generations in the newly crowned World Heritage Site.