What we are witnessing with social networks is a “transition of influence”

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Anyone who follows this blog knows that for quite some time, I’ve been putting out a message through a variety of meeting, event, and association publications, that many asssociations really need to pick up the pace in ensuring that they stay relevant to their membership base.

NPR just ran an article, “Time for Associations to Trade in Their Past?“, which covers the issue and quoted some of my observations from a recent article on this issue.

Futurist Jim Carroll, author of Ready, Set, Done: How to Innovate When Faster is the New Fast, says, “Many associations came together to represent a particular profession, area of interest or sport, or for some other reason. Yet that very reason is changing at a furious pace.”

In 2010 Carroll wrote that many of the trade groups “remain stuck in a rut of complacency. They deliver the same old program. They focus on the same old issues, generate the same old knowledge, plan the same old conference, and have their agenda managed by the same old membership has-beens.

“Meanwhile, they bemoan the fact that membership is declining; that the Millennials seem to have little time or inclination to join them; and that the world is just becoming, well, too complex to deal with.

“So they form a committee, hire a consultant, study the issue, and lull themselves into a false sense of future-security.

“By doing so, they are almost guaranteeing themselves a march into oblivion.” If an association “doesn’t evolve at the same pace,” Carroll says today, “or doesn’t keep up, or doesn’t define the future, it risks becoming obsolete.”

One solution: An association must be in the business of providing “just-in-time knowledge” to its members, Carroll says. He defines it as “the right knowledge at the right time for the right purpose for the right strategy, all revolving around the fact that the knowledge is instant, fast and transitory.”

I certainly spend time with a lot of associations; probably half of the keynotes I do are to open or close major association events. I certainly see many who are making great progress in ensuring that they evolve with the times; however, I also see many that aren’t, and I worry about their future.

It’s a theme I’ve covered liberally here, and you can go through my Association Trends page

As an association executive, are you thinking BIG enough?

That’s the challenge I raise in a forthcoming article for the April / May CSAE Association publication, due out in print any minute.

You can get a sneak preview right now!

How small is your world? Are you thinking BIG enough?

Here’s how I close the article.

There is a lot of transformative change that is underway. This is no time to think “small.” This is the time in which you need to be thinking “big.” How “small” is your world? Do you have a narrow view of opportunity? The reality is that right now, thinking BIG in terms of opportunity and the future will be crucial to your future success.

What does that does it mean for your future? In the old days, companies had “industries” that they worked within, “markets” that they sold into, and “business models” that they pursued. Assumptions that drove their decisions. And associations that represented them in a world that moved relatively slowly.

Every single assumption that you might have about your future could be wrong. Challenge those assumptions, think about the rapidity of future trends, innovate — and you’ll find the growth opportunities that seem to elude so many others.

Think about this NOW!

 

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