Expectations are everything. When we expect a certain outcome, we make it more likely to happen.

The best we can do as parents, as teachers, as role models and government leaders is to have high expectations for those we influence.

At the Economic Forecast presentation held at the Twin Pine Event Center on Dec. 9, 2015, one of the speakers made the point that Lake County is poised to rise from being one of the bottom counties in the state’s socioeconomic ladder.

Christian Ahlmann said that we have a beautiful lake, outdoor adventure, and great wines and produce. If we continually push to get that message across, businesses will come that will add value to our county and we all will rise.

He was right. It’s happening, but it will take time for the county to feel the effects. We all must be patient and keep delivering the message, over and over.

We have a great opportunity right now because of our recent fires and headlines.

People know us. People know our name. Let’s teach them that Lake County is a land of treasures: beautiful lake, outdoor adventure, great wines and produce.

The visitors will come. The businesses will come. The money will come. Just as it did in Napa a short few decades ago.

We compare ourselves to Napa because we have the same roots, the same beginnings. We can achieve their median income level if we have that expectation. And we can do it better since we can learn from their mistakes!

When we don’t hold out for our best version of Lake County, when we cave in to the demands of the present, we lose our opportunity to prosper.

The Dollar General brand is a rapacious corporate entity that brings with it the mark of economic distress. That’s because Dollar General specifically seeks out communities marked as low income.

The presence of a Dollar General store in a community creates an expectation of poverty for residents, visitors and, notably, future residents and business leaders.

We urge you to hold out for Lake County’s best. Have high expectations and we will rise to them. Quick fixes are just a finger in the dike.

Beth Rudiger is president and Monica Rosenthal the secretary of the Middletown Area Merchants Association Board of Directors in Middletown, Calif.