Ask Jim Morgan why Wisconsin comes in dead last in the race to attract new entrepreneurs, and he'll tell you it all comes down to perception.

"We see people often leaving because they don't think there are opportunities here, when actually we have a pretty diverse economy here and may have 60,000-70,000 open jobs," said the president of the Wisconsin Manufacturers & Commerce Foundation. "But if you're 16 or 17 years old, you don't see it."

Morgan also said it's not just about young people.

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"People in that 50 to 65 to 70 year range leave Wisconsin, and so they take their wealth with them, and so you don't have that investment," he said.

Studies show people stay in Wisconsin because of the cost of living and natural beauty. Morgan said making that perception of the state mainstream is seriously needed.