Whenever I hear Norfolk described as 'the graveyard of ambition', which is sadly all too often, it gets my hackles up.
Because surely there can be no greater ambition in life than to want to live somewhere that is rich in heritage, has stunningly beautiful landscapes, is one of the safest places in the country and has a wide range of activities and entertainment on offer for people of all ages?
These are just a few of the many characteristics which I think make our county one of the best places to be, not just in the UK, but the world.
And it is these attributes that make up what Norfolk Day is all about. A moment on the calendar to unashamedly shout about what it is that makes this place so great.
I'm not afraid to admit that, like many of the best ideas, this is one that is stolen. In Yorkshire, a county we often align ourselves to, Yorkshire Day has been a fixture and a success for many years.
Last year the first ever Suffolk Day was a big hit.
I'm biased of course, but I think we can make Norfolk Day an even bigger and better occasion than the one across the border.
But in order to do that we need your help. This will only be a success if people, organisations and businesses from all four corners of the county make it so.
Today's launch is therefore a clarion call and I would urge anyone reading this to think about ways they may be able to get involved, even if it is just by showing the Norfolk Day colours when Friday, July 27 comes along.
What Norfolk Day mustn't be is a nostalgic look back on days of yore. Yes we should celebrate our tradition and heritage, because it is so relevant to our success now, but this must be an event to champion the many and varied success stories in this county, which also add up to make the whole graveyard of ambition accusation a complete misnomer.
Norfolk has many innovative and forward thinking businesses, so let's celebrate them.
It has one of the country's biggest tourism sectors, its biggest agriculture economy, a growing food industry and so much more going for it. Now is the time to shout about these facts.
In no particular order, editor David Powles picks 10 (of the many) reasons why he loves Norfolk...
? Is there a better place to grow up or to have a family? Safe, friendly and so many things to do and see on the doorstep.
? Wells-next-the-Sea. It's a hard choice but officially my favourite place in the county. A perfectly sized town with great shops, pubs and restaurant, as well as walks along THAT seafront to Holkham.
? Amazing running routes (and flat). The North Norfolk coastal path, villages and countryside of South Norfolk, the Run Norwich route and Marriott's Way are my favourites.
? So many great towns to explore. After more than a decade back in this fine county, I still keep finding new things I've never seen before.
? The football team. Maybe not in terms of trophies, but Norwich City truly are the best football club in the land.
? The seals at Horsey. It's no longer the top secret it once was, but what a fantastic opportunity to experience nature close up. Don't get too close however.
? Norwich's Lord Mayor's Celebrations. My favourite weekend of the year and one the diary is always kept clear for.
? Parklife. Rarely a week goes by where I haven't found a reason to visit Eaton Park. And when I haven't, there are so many more to choose from.
? Our varied coast. I love a walk along Great Yarmouth seafront stopping for chips, donuts and a go on the machines, just as much as the tranquillity of places like Blakeney.
? So many music choices. I don't get to gig as much as I used to but the UEA, Waterfront, Arts Centre and Open are responsible for so many happy memories.
To submit your Norfolk 10 email norfolkday@archant.co.uk, tweet @norfolk_day or log on to the Norfolk Day Facebook group.
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