Road to Relevance: 5 Strategies for Competitive Associations

Presented by Mary Byers, CAE

Time famine

Challenges:

Time famineReturn on Investment

Challenges:

Time famineReturn on InvestmentSpecialization/consolidation

Challenges:

Time famineReturn on InvestmentSpecialization/consolidationGenerational differences

Challenges:

Time famineReturn on InvestmentSpecialization/consolidationGenerational differencesTechnology

Challenges:

Time famineReturn on InvestmentSpecialization/consolidationGenerational differencesTechnologyFor-profit competition

Challenges:

New Normal

IncreasedCompetition

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

AssociationMedia companies

Association members

Buying groupsInternet

Social media

vs.

Association

Over 1 Billion!

175 Million!

Build on Strengths

Can’t compete effectively from a position of weakness

Add member value

Do more with less

Why?

AssetsResourcesCapabilitiesIntangibles

Strengths

EducationStandard settingCertificationData mining

Optimum Strength…matched with opportunities

Concentrate Resources

How many businesses can

you be in?

“Wherever we find a business that is outstandingly successful,

we will find that it has thought through the concentration

alternatives,

and has made a concentration decision.”

Peter Drucker, Management: Tasks, Responsibilities, Practices

Strategic Planning!

Strategic Planning!

Technology Concentration8%

Fit

“Great strategies are like complex systems in which all of the parts fit together seamlessly. Each thing you’ve chosen to do amplifies the value of other things you do…”That’s how ‘fit’ improves the

bottom line.It also enhances

sustainability.Joan MagrettaInstitute for Strategy and Competitiveness

Short FlightsNo MealsOne Type of Aircraft

Leadership Development

HealthcareBusinesswomen’s

Association

LeanProcesses

Complacent

Lack of cost reduction

Value stream mapping

Redundancies & Duplication

Abandonment

NO!

“The art of leadership is saying no, not yes…

It is very easy to say yes!”

Steve Jobs eliminatedof the

product line70%

Fueled turn-around from $1.04 billion loss

in 1997 to $309 million profit in 1998!

Aston MartinVolvoJaguarLand Rover

SaabPontiacOldsmobileHummer

SuccessfulAssociations

More DisciplinedMore Entrepreneurial

Business-likeTechnology Driven

If you always do what you’ve always done…

If you always do what you’ve always done…you’ll always

get what you’ve always gotten!