"But I come home and I sit on my back porch and the mountains are all lit up and I have a glass of wine with my wife,'' Heasley quoted the person who was part of a group discussion.

It was a bit different, she said, for those who live in the Phoenix area. But here, too, the things people said they like about Arizona were related to quality of life.

For example, she said, one person commented about getting to live in a major metropolitan area and have a good career.

"And I can be home in time to hang out with my son,'' Heasley quoted the respondent. "A lot of those people have come from other places where there is no family life because you're driving two hours, one way coming and one way going.''

What all that means, Heasley said, is Arizona needs to scrap the same kind of advertising that every other state uses to promote economic development, all the stuff about a healthy business climate, low costs and a willing workforce. Even Scarpinato conceded that the press releases he sends out about how high Arizona is ranked by major business magazines really doesn't do much good in actually convincing CEOs that this is the place to locate.

What does sell, Heasley said, are images, feelings -- and heart.

She compared it to buying a car.