Where Do We Go from Here? Association Strategy in Motion
Posted by Kimberly LaBounty on Wed, Apr 13, 2011 @ 11:31 PM
Undoubtedly many associations (and organizations for that matter) struggle with the need to determine their strategy. Personally, I think that’s the easy part. Head to your local library, do your favorite web search for “strategy” or “strategic planning” and pow! Thousands of resources pop up, and hundreds of consulting professionals to help you verbalize it all. And strategy is necessary. But even once that is determined, I would argue it is even harder to maintain that strategy.
What does sticking with it matter you ask? IT IS YOUR LIFE. Too strong? Please ask yourself if you join/follow/support things because they sway in the wind or because they stay the course. Every organization needs a visionary to set the course and motivate others. But then life happens, and time passes…and they forget.
Don’t do it! Don’t waste the time, energy, and resources of your visionary! You know how hard it was to get him/her there! Consider visionaries like federal funding – use it up or it goes elsewhere. Answer: a strong leader willing to implement and leadership willing to accept the fact they have to stick with it.
If you consider this minimal you are mistaken. In fact, it is significant. As an association, it determines how you design your meetings, events and communications. It determines who you seek for support and collaboration.
It’s not easy. Even when leadership determines the strategy, leadership will continue to raise the same questions. Not because they question your authority, but because they think they have a great idea.
Entrepreneurs thrive on reinventing themselves. Sometimes they try to reinvent the association too. As a result, they lose sight of the organization’s core competencies. They need someone to be the heavy – to be the check and balance of whether new ideas fit the strategy. Don’t assume a decision – even by consensus – won’t be questioned or swayed six months later.
Strategy takes vision. Implementation takes guts. I would encourage management companies to take the risk – remind leaders and tell members about the focus, strategy and goals of an organization. Don’t just be a “third party.” Yes, the board governs. The board sets strategy. The board determines where the organization should be heading in the year(s) ahead. But then the retreat is over…