Next month, ASAE will release Road to Relevance: 5 Strategies for Competitive Associations. It is a follow-up to the best selling book Race for Relevance.
Earlier this week, I visited with authors Harrison Coerver (HC) and Mary Byers (MB), CAE about the book and what they are sharing
SCDdaily: Race for Relevance: 5 Radical Changes opened up lots of questions and dialogue … why come back with a sequel?
MB: The first book was really about making sure your structure and systems are right. This is about making sure your strategies (assuming you have them!) are well thought out.
HC: We’ve had conversations with hundreds of execs and leaders since the first book. Associations face unprecedented competition from members, publishers, companies and the internet. Most associations don’t seem to recognize this competition or, if they do, are not able to act on it. Associations need to create strategies to compete in this environment.
SCDdaily: What’s the “big picture” behind R2R: 5 Strategies for Competitive Associations?
MB: Be intentional and deliberate. Know what you’re doing and why you’re doing it. Don’t be afraid to stop doing some things. We think a “To Don’t” list is as important as a “To Do” list.
HC: Tradition—not strategy – is the master of most associations. In today’s competitive environment, many associations are trying to do too much while facing single-minded competitors. And on top of that, a lot of resources are wasted and under-utilized in associations, making them overweight and out of shape while vying with lean competitors. In Road to Relevance, we outline five strategies that lead a relevant association to successfully compete in the new normal.
SCDdaily: What are the 3 main points a reader will uncover in the new R2R?
HC: #1: Wake up and smell the competition! #2: Apply the tools – which are not new – to meet your competitors. #3: Reduce waste and redundance in your systems and processes. Most associations seem to suffer from ADD. They can’t stick with something for more than five minutes before wondering off to a “new and improved” program or service.