The Big Picture in 100 Words

Associations are so dependent on a historically successful, narrow and prescriptive product portfolio, we no longer feel our customer’s pain, we don’t understand how our organizational position and assets can be leveraged to solve their problems, and we don’t have the skills to envision appropriate, applicable and profitable solutions. But we need to –  if we want to stay relevant.

Close your eyes and imagine – your customer’s delight in a service that will supply job-ready new-hires – compared to your attempts to sell her postings on your new job board. This is how life could be – you can open your eyes now.