Monday, May 28, 2012

Readings of the Week: 6 stories for Busy Association CEOs, EDs, Execs

Here are some articles you and others on your association management team should consider as “must reads” for association staff.

The difference between HELPING and SELLING is Just Two Letters
From Jay Baer. If you’ve ever had a salesperson try to “sell” you, you will value this article. And, it can serve as a guide for your staff ... to be sure that your association is helping more than selling!5 Drivers That Causes Members To Recommend Membership
Shared by Jeff Hurt: According to Jerry Elprin's research five key drivers that cause a member to recommend membership to others:
  1. A perception that the association is a good organization
  2. A feeling of strong connection to the association
  3. A belief that the association enhances credibility
  4. Faith that the organization is the leading source of best practices
  5. An opinion that the association is proactive
The member strongly feels that these three words adequately characterize the association: leading edge, stimulating and proactive.

Handy Tips for Presenting Your Story Anywhere and Everywhere
Robert Rose wrote an excellent post on how content marketing is all about storytelling. In it, he says that to be successful, “[you have] to weave a compelling, emotionally connected story around your brand.” From CMI to famed film producer Peter Guber to agencies like Story Worldwide, storytelling is a hot topic.

Do you have a Nudge Unit? Maybe you should.
Katya Andresen of the Network for Good: The authors of Nudge (Richard Thaler and Cass Sunstein) show that by knowing how people think, we can design choice environments that make it easier for people to choose what is best for themselves, their families, and their society. Using colorful examples from the most important aspects of life, Thaler and Sunstein demonstrate how thoughtful “choice architecture” can be established to nudge us in beneficial directions without restricting freedom of choice. Nudge offers a unique new take—from neither the left nor the right—on many hot-button issues, for individuals and governments alike. This is one of the most engaging and provocative books to come along in many years.

3 Ideas to Prevent Schools from Killing Creativity, Curiosity, and Critical Thinking
As you read, think about how these same ideas relate to working with your association’s staff and volunteer leaders. How might you modify your own behavior to help staff and leaders achieve organizational goals?
  1. Acknowledge Campbell's Law. If everyone knows what is being used to measure progress, expect corruption. Whatever is being used to make decisions about money, resources, teacher performance, and student performance is subject to distortion.
  2. Support the need for autonomy. If you want to steal a child's love of a topic, make it mandatory for them to follow precise guidelines of what they have to know and what is irrelevant.
  3. Recognize how much effort is required to focus attention for long periods of time, persevere at challenging tasks, and stifle the desire to socialize with all of the people sitting around you.
10 Things Lucky People Do Differently 
After listing all 10, Angel (the blogger) writes: “Those who take responsibility for their own lives and actions know that luck can be created. Live each day believing in yourself and your ability to be lucky, and over time you will be. I challenge you to review each bullet point again and think of your own personal luck in recent times. Think about how lucky you are right now.”

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