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White space

from The Demand Perspective

For decades now, businesses passed up opportunities that did not seem to fit with what they were doing well, says Mark W. Johnson in his book, Seizing the White Space. His conclusion is that as a company matures it gets better and better at what has proven to work well. It refines systems, improves execution and organizes to produce and maintain its core business hence, ironically, becoming imprisoned in it. This is precisely the challenge facing association leaders today: How do they become something more than and different from their current membership models, products, governance structures or benefits? more


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