Associations Unorthodox e-book available on August 8

Jeff De Cagna’s new e-book, Associations Unorthodox: Six Really Radical Shifts Toward the Future, will be available as a free download beginning this Wednesday, August 8. The e-book was produced in collaboration with DC-based branding firm, CHIEF. Jeff De Cagna serves as a senior advisor to CHIEF.

Scott Johnson, co-founder of CHIEF, said “For 35 years, I have watched associations do the same thing over and over again and expect different results. That is why it has been such a great privilege to collaborate on this amazing e-book with our friend and partner Jeff De Cagna. Jeff has long been the nagging voice in the wilderness, committing the heresy of suggesting associations may want to try something radically different. If Jeff’s new e-book isn’t enough of a wake up call, stay tuned. There’s more radical thinking to come!”

In the e-book, Jeff challenges boards, CEOs, C-Suite executives and other key contributors to break free of the association community’s orthodox beliefs and make six radical shifts toward the future to help their organizations thrive in the face of relentless societal transformation:

  • De-emphasize membership
  • Crowdsource strategy
  • Eliminate budgets
  • Go all in on digital
  • Collaborate everywhere
  • Build a strategically legitimate board

Jeff De Cagna said, “Over the last ten years, I have collaborated with a wide variety of associations in the areas of strategy, innovation, governing and the impact of new technologies on the future of associating. During this period, I have grown increasingly concerned that association leaders continue to receive advice from various sources that is firmly grounded in the failing yet still sacrosanct assumptions of the past. Associations Unorthodox presents a new mental model of association leadership that questions conventional wisdom and embraces a 21st century sensibility.”

Please visit the Associations Unorthodox page on the Principled Innovation site at to download the e-book, and learn more about how to join the Associations Unorthodox conversation. If you have any questions about Associations Unorthodox, please contact P.I. and provide details on your inquiry.

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Jeff De Cagna

Jeff De Cagna is chief strategist and founder of Principled Innovation LLC, and a contrarian thinker on strategy, business models, governing and the future of associations.

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