Good news is no news

A British journalist visited Embach this week. This journalist is widely travelled and his work has taken him to every Continent. He specialises in writing about property and the potential for property development – often with a readership of wealthy investors in mind. The journalist stayed in an Embach home pre-built in a factory and took an interest in a “model village” showing off a range of these kit houses.

While in Embach, he was full of praise:

• ·      for the wonderful scenery around the village
• ·      for its traditional charm and working practices in harmony with nature
• ·      for the clean, fresh air
• ·      for the delicious drinking water
• ·      for the gentle dawn chorus of cock-crow, birdsong, falling water and church bells
• ·      for the sight of clouds drifting slowly past the window on a showery day
• ·      for the high quality and well-kept homes all over the village

So, when he returns home, what is he going to write about development prospects in Embach?

“Nothing. There’s no story.”

And why is this good news for Embach? Because if the village has no story to tell to Chinese investors, Russian oligarchs, British bankers or package holiday companies and hotel multiples looking for new destinations, then there is unlikely to be any significant change in the foreseeable future.

Embach’s greatest asset and attraction is not its investment potential, but what it is today; a working, farming village, with solid roots and traditional ways. Let’s enjoy it for itself and be thankful there is no story.