Most associations are organized into a hierarchical structure of committees and departments.  The problem is this concept is governance focused, rather than be member focused.

If an association were thinking strategically about how to improve the professional development then consider the member centric value chain.  This is opposed to what a specific department does exclusively by itself.

If the driving force of the association is members served as opposed to services offered then a strategic realignment is necessary to innovate to create dramatic results.  Fixing only one category by itself would only lead to minimal gains.

dougdevitre

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