The city's urban regeneration company Derby Cityscape is in the process of delivering a £2bn programme of investment to make Derby a top 10 city.
And new chairman, Peter Richardson welcomes feedback – good and bad – to some of the plans it has to change the city – just as long as while they are making a point, those people offer alternative ideas.
Clearly, coming up with ideas that are welcomed by all is not easy. Peter's job is to take each and every one and look at what it will do for Derby as a whole.
It is also not simply a case of coming up with an idea and then building it.
"Take the river that runs past this place, which continues on into the city centre. I believe, like many other people, that the river is a great natural asset but it hasn't been exploited. We could come up with some fantastic plans – but then the Environment Agency could say that they could increase the chances of the city flooding, which could put you back to the drawing board.
There are a whole host of factors to consider, says Peter.
He said: "Another is who owns the land. In Derby, land is owned by a number of people, which makes it more difficult to pull a scheme together. You have to persuade all those owners that the scheme is in their best interests and that of Derby.
"Despite the obstacles, it should not stop us from coming up with ideas. However, when we have these ideas we should also be realistic."
Peter was appointed chairman of Derby Cityscape in July, following in the footsteps of Norman Askew.
He already has an intrinsic knowledge of the city and what the people are about through his previous role as chief executive of Derbyshire Building Society.
He said: "When I came to Derbyshire Building Society, I realised the strength of the brand was in its heartland and felt it was therefore very important to get out there and talk with people in the communities we operated in. As a result, I tried to go to every networking event I could to engage with people and find out what Derbyshire meant to them.
"At Derby Cityscape, Norman has done a tremendous job of getting across to people what the organisation is about. Now, I want to build upon that solid work. The next few years will be key for Derby's long-term future and I will do all I can to put us in the best shape possible."
For Peter, co-operation and communication are two of the most important ingredients to the success of Cityscape's masterplan.
He said: "We have got to listen to what people think of the various schemes. After all, we only get one shot at this and we have to get it right first time.
"For example, the Eastern Fringes Area Action Plan involved the demolition of the Liversage Trust care home. Residents and their families were upset that they would have to move.
"I remember going to that care home, looking at the buildings and the people inside and thought how I would feel if I had an elderly mother in there. I felt that if I was told she would have to move out, I would have to say something."
Peter says Derby Cityscape listened to the results of the consultation and is now rethinking those plans.
He said: "It proved that consultation is an effective and vital part of the process."
Derby Cityscape is also faced with another challenge over plans by hospital bosses to redevelop 20 acres of the Derbyshire Royal Infirmary site with a hotel, shops, restaurants, offices and housing.
Derby Hospitals NHS Trust is moving most of its services to the new £330m Derby City General Hospital and says regeneration of the infirmary site has the potential to kick-start the biggest economic change in the city since Pride Park was built.
But the site has already been earmarked by Derby City Council for housing under its Eastern Fringes plans put together with Derby Cityscape.
Peter said: "We will be holding talks with the trust in the very near future about its plans and what they will mean for Derby. The main thing to consider is whether they fit in with the overall regeneration of the city in the medium and long term."
One thing Peter is keen to sort out is the areas that have suffered as a result of Westfield Derby opening.
He said: "I want to see that area around the former Debenhams' store, Duckworth Square and the Hippodrome, brought back to life. This would involve creating some kind of link to Westfield from this area.
"This area, along with the Cathedral Quarter, is what makes Derby unique. It's important that we maintain this uniqueness while creating a city that can appeal to all.
"For example, in 2012 the country will attract people from all over the world – and not all of them will want to stay in London. Derby must be in there putting itself forward. Historically, it's something that we're not used to. In the past, we have been a little bit insular. And we must be of the mindset that if we are going to do something, we have got to do it well. It is a big challenge, but I've got the energy and the enthusiasm to take it on."
Article courtesy of Derby Evening Telegraph