“Road to Relevance”
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This document outlines 5 strategies for associations to remain competitive: 1. Build on their strengths by better assessing them, fully exploiting them, and using them as a source of innovation. 2. Concentrate resources by making difficult decisions about which programs and services to focus on to avoid organizational complexity. 3. Ensure all activities and programs are integrated and fit together under a clear strategy or "theme." 4. Implement lean processes to eliminate waste like unnecessary activities and redundancies that do not add value for members. 5. Regularly abandon low-value offerings and redirect resources to better serve members and innovate.
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“Road to Relevance”
- 1. Harrison Coerver, President, Harrison Coerver & Associates
- 2. Road 5 Strategies for Competitive Associations Relevanceto
- 3. Time pressures Expectations; R.O.I. Member diversity Generational values Competition Technology New Normal
- 4. The Mismatch Association Model • Time intensive • Slow, tradition-bound • Designed for homogeneous member • Face-to-face and print • Package of services Association Environment • Time pressures • Accelerating change • Specialization and consolidation • World going digital • “What/when/how I want it”
- 5. • 5-Member Competency-based board • Empower CEO and Staff • Rigorous member market definition • Rationalize programs and services • Bridge the technology gap Race for Relevance
- 6. Association Association members Media companies For Profits Buying groups Internet Social media vs. Associati on
- 7. When a competitor does a better job of delivering value, they matter more and the association matters less Relevance
- 8. Skillful, creative and disciplined use of resources to achieve objectives Strategy
- 9. Tradition – not strategy – is the master of most associations Strategy
- 10. • Build on Strength • Concentrate Resources • Integration; Fit • Lean Processes • Abandonment 5 Strategies
- 12. • Can’t compete from a position of weakness • Meet increasing member expectations • Pressure on resources Why?
- 13. • Better assessment • Fully exploit • Source of innovation Strengths
- 14. • Passionate commitment • Best at producing it • Drives economic engine Hedgeho g
- 17. How many businesses can you be in?
- 18. • Organizational complexity • Disperses resources • Communication challenges Diversity Downsides
- 19. “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
- 22. 50-mile stretch of beach 850,000 men 148,000 vehicles 570,000 tons of supplies
- 23. Fit
- 24. • Master plan for services and programs? • Integration: activities that complement and Fit
- 25. “Fit is far more central component of competitive advantage than most realize.” Michael Porter “What is Strategy?”
- 26. Short Flights No Meals No Seat Assignments One Type of Aircraft
- 27. • Education • Job board • Compensation surveys • Resume bank • Career coaching Suites of Services
- 28. • The fit “theme” • Governance “fit” • Technology “fit” Fit
- 29. Lean Processes
- 30. • Response to competition • Focus on eliminating waste • Manufacturing origins Lean
- 31. • Activities or resources that do not add value to end user (member) • Toyotas “Eight Wastes” Waste
- 32. • “Waiting” • “Defects” • Redundancies • Human Capital Waste
- 33. • Defining “value” • Value stream mapping • Eliminating waste Lean
- 35. Abandonment
- 36. • Withdrawing resources from low value offerings • Redirect to high value • Key to innovation Abandonmen t
- 37. NO! “The art of leadership is saying no, not yes… It is very easy to say yes!”
- 38. Steve Jobs eliminated of the product line70%
- 41. • Don’t underestimate resistance • Use data • Compelling opportunity first • Risk free! Abandonmen t
- 42. Roles
- 44. • Small, competency- based board • Make the concentration decision • Hold board and CEO accountable Board
- 45. • Empowered • Owns strategy • Source of continuity and reality CEO
- 48. Road 5 Strategies for Competitive Associations Relevanceto