Wednesday, July 17, 2013

Good Miss Could be Association Success Strategy

My teaching golf pro taught me a new phrase: Good miss! (He mentioned this when I hit the shot poorly but it ended up in a great place.)

I thought of this when reading Dan & Chip Heath’s new book Decisive

They discussed Peter Drucker’s suggestion that executives should capitalize on “unexpected success.”

The Heaths mentioned Rogaine (originally tested to lower blood pressure) and Viagra (originally designed to reduce angina) as products that surfaced as a good miss ... they were aimed at one solution but accidentally solved another issue.

As I’ve mentioned before, when I was at a large national association, we converted our monthly magazine from a members-only publication to a free, controlled-circulation magazine. The original intent was to generate ad revenues. And, in giving it away free to members and qualified non members, ad revenue increased from $85,000 to $3 million.

Unexpectedly, total paid membership doubled. We assumed because all those nonmembers now received the magazine and were more receptive to our membership appeals.

Does your association carefully look at an unexpected success that can become a strategic game maker.

Are you spotlighting your successes so others can duplicate them?

What are your unexpected successes? Have you capitalized on them?

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