Depending on the industry or profession your association represents, disruption can create a environment that’s either favorable, or quickly becomes adversarial. Disruptive innovation has the ability to destroy industries or sidestep them entirely – and often there’s almost no time to adapt. Quickly developing and implementing strategies to deal with disruption is often the only way to cope. Learning to recognize the warning signs is key to survival. Over time change will not come suddenly with a whimper, but with a bang!

1. Big Bang Disruption: 5 Technologies &
Trends That Should Be On Your Radar
YM Thought Leadership Series
Presenter: Kathie Pugaczewski, CAE, CMP

2. 2
Today’s PresentersKathie Pugaczewski, CAE, CMP
• VP of Communication & Technology, Professional Development, Ewald
Consulting
• 25+ years of association management experience
• Focus on technology/data platform strategy, marketing communications,
conference management, continuing education and certification programs.
• Been with Ewald Consulting for 10 years
Big Bang Disruption

3. 3
• This webinar is eligible for 1 CAE Credit
• This webinar is being recorded for later view
• You will receive a post webinar email with:
• A link to the certificate for CAE credit
• A link to the recording
• Please participate in today’s polls questions
• We look forward to sharing your responses
• Ask you questions throughout the webinar
• Input your questions into the chat box anytime during the
presentation
• We will get to as many questions as time allows
Housekeeping
Big Bang Disruption

4. 4
Current Environment
Big Bang Disruption

5. 5Big Bang Disruption

6. 6Big Bang Disruption
Disruptive innovation describes
a process by which a product
or service takes root initially in
simple applications at the
bottom of a market and then
relentlessly moves “up market,”
eventually displacing
established competitors.
– Clayton M. Christensen (1997)

7. 7Big Bang Disruption
By only pursuing “sustaining innovations” that
perpetuate what has historically helped them
succeed, companies unwittingly open the
door to “disruptive innovations.”

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Disruptor
Big Bang Disruption
Disruptee
• Cellular phones
• Community colleges
• Discount retailers
• Retail medical clinics
• Online Job Boards
• Fixed line telephony
• Four-year colleges
• Full-service department stores
• Traditional doctor’s offices
• Newspapers - Classified Ads

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Disruptor
Big Bang Disruption
Disruptee
• Amazon
• iTunes
• NetFlix, Hulu, Amazon
• Mobile Computing
• Social Networking
• Brick and Mortar Shopping
• Music industry
• Television
• Traditional websites
• Membership Organizations

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Disruption for Associations
Big Bang Disruption

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Big Bang Disruption Attributes
Big Bang Disruption
• Unplanned
• Unintentional
• Do not follow conventional
paths or normal patterns of
market adoption
• More inventive
• Better integrated
- Larry Downes & Paul Nunes, 2014

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Rate of Adoption Shift
Big Bang Disruption

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Business Model Innovation-Disruptors
Big Bang Disruption
#4. Uber - A $50 billion on-demand ride
Now expanding - UberPool service, a ride-sharing
initiative that lets multiple passengers heading to the
same place and split the cost.
#5. Airbnb - The newest idea in room service:
Renting one.
Airbnb is an online marketplace that allows people
with extra rooms, or even a couch, to rent to folks
visiting their city.
2015 CNBC Disruptor Company List:
http://www.cnbc.com/2015/05/12/cnbc-disruptor-
50.html

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Membership
Communication
Professional Development
Conferences
Technology & Trends by Area
Big Bang Disruption

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Membership
Big Bang Disruption
• Access not ownership
• Ala carte
• Over deliver
• Emotional connection
• Relationship not
transaction
• Subscribers
• Free, trial, perpetual
membership, monthly dues

16. What percentage of budget income is
membership dues?
• 75%+
• 50-75%
• 25-50%
• Less than 25%
Poll Question

17. How have your membership numbers
been trending in the past 2 years?
• Increasing
• Decreasing
• Maintaining
Poll Question

18. Are you offering a free membership
option?
• Yes
• No
Poll Question

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Humans process images 60,000 times
faster than text
Big Bang Disruption
• Graphic design
• Original photography
• Social media
• Video
• Infographics
• Content development
• Context
Designed
by
Freepik

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• Personalization: merge first name, organization
• Calls to Action: in emails and on website sliders
Orange – Immediate Action; Blue – Trust & Security
Yellow – Attention; Green – Growth & Relaxation
44 x 44 pixels
• Use specific action words: “Download this Guide,”
not “Click Here”
• Subject lines: 10-40 characters (25-30 mobile); use
complimentary (not free); you or your
• Images: paint the picture, branded, compress files
• Paragraphs: 5 lines or less
Email Practices
Big Bang Disruption

21. 21Big Bang Disruption
Accessing,
analyzing and
synthesizing
information
Adaptability
Innovation
Entrepreneurship
Critical thinking

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Vision: Ewald Consulting Professional Development
provides an innovative, lifelong learning path for
professionals to gain confidence and expertise in their
career.
How we will get there: Assessment, Engagement,
Collaboration, Relevant and Quality Offerings,
Knowledge Management, Thought Leadership,
Instructional Design
Professional Development
Big Bang Disruption

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How We Learn
Big Bang Disruption

24. 24Big Bang Disruption

25. Over the past three years, is your
conference attendance
• Increasing
• Decreasing
• Same
Poll Question

26. • Over the past three years, is your
conference revenue:
• Increasing
• Decreasing
• Stable
Poll Question

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• Why before how: philosophy is important
• Knowing comes from doing and teaching others how
• Action counts more than elegant plans and concepts
• There is NO doing without mistakes.
• Fear fosters knowing-doing gaps, so drive out fear
• Beware of false analogies: fight the competition, not each other.
• Measure what matters and what can help turn knowledge into
action.
• What leaders do, how they spend their time and how they
allocate resources, matters.
- Jeffrey Pfeffer & Robert Sutton
Knowing & Doing Gap
Big Bang Disruption

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How to Survive Disruption & Create Some Disruption
of Your Own?
• Meditation, introspection, and journaling
• Companies with programs: Adobe, Aetna, Apple,
General Mills, Goldman Sachs, Google, Medtronic,
Target
• 30 years of academic and scientific research
• Clarity, focus, employee loyalty, creativity
Mindfulness
Big Bang Disruption

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Action Plan
Big Bang Disruption
1. Question everything you do and how/why – NOW
2. Make transactions easy, focus on relationships –
CUSTOMER SERVICE
3. Make best practices your standard practices –
RESEARCH TEAMS
4. Get Members Involved – THINK TANK, THOUGHT
LEADERS, CONTENT, CONTEXT, INFLUENCE
5. Move, and quickly! – AGILITY WINS
6. Analysis should inspire action – USE YOUR DATA
7. Don’t get distracted by the noise – FOCUS
8. Be the disruptor, not the disruptee – CREATE A
NEW MODEL BEFORE SOMEONE ELSE DOES IT
TO YOU

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Resources
Big Bang Disruption
Strategy & Innovation
• Membership Economy, Robbie Kellman Baxter -
www.membershipeconomy.com
• Clayton M. Christensen - www.claytonchristensen.com
• Accenture – www.accenture.com
• Gartner - www.gartner.com
• Forrester - www.forrester.com
• Harvard Business Review – www.hbr.org
• McKinsey Insights - www.mckinsey.com
• Eden McCallum - http://edenmccallum.com
• Business Talent Group - http://businesstalentgroup.com
Professional Development, Learning, Conferences
• Elliot Masie – www.masie.com
• Jeff Hurt - www.velvetchainsaw.com
• Tagoras - www.tagoras.com
• Training Magazine – www.trainingmag.com
• Brain Science: http://www.brainrules.net
Content/Communications
• Website Magazine: www.websitemagazine.com
• Content Marketing Institute: www.contentmarketinginstitute.com
• HubSpot: www.hubspot.com

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Thank you!
Big Bang Disruption
Kathie Pugaczewski, CAE, CMP
Vice President, Communication &
Technology, Professional Development
www.ewald.com
kathiep@ewald.com
@kathiep

32. Available August 27, 2015
https://www.youtube.com/user/yourmembership

33. 33Big Bang Disruption
YM Thought Leadership – 24/7

34. OUR NEXT WEBINAR
September 23, 2015
with Rick Rutherford
Industry Resource Director, YM
Providing On-Demand Services Through
Technology to Meet Member Expectations

35. 35
To learn how YourMembership’s integrated
member engagement platform helps more than
4300 organizations and their members please visit
www.yourmembership.com
and sign up for a free demo
Big Bang Disruption