Speaking your members' language: 6 gaps that might be dooming associations to irrelevance
Associations sell knowledge service and strategic solutions rather than products, hence there is a need for even deeper and more expansive levels of understanding of the whole person in all its dimensions and contexts. Associations' path to relevance depends on their willingness and ability to: re-imagine; think and act strategically; conceptualize and design from the perspective of their customers; and make sense to their markets and customers rather than in-house committees or policies.
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