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To understand the member, be the member

from Associations Now

A great golfer once said, "There's a force in the universe that makes things happen. All you have to do is get in touch with it, stop thinking, let things happen, and be the ball." Fictional as that golfer may be, it is sound advice. Golf is a difficult pursuit that is easy to over think; perhaps not unlike running an association. Association executives do a lot of thinking and communicating and meeting and surveying to try to understand members, but maybe the answer is much simpler: Be the member. more

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