PI Interview #1: Six questions for WOMMA’s Andy Sernovitz
June 1st, 2006
In less than two years, the Word-of-Mouth Marketing Association (WOMMA) has enjoyed a meteoric rise. A true start-up association, WOMMA is flourishing under the leadership of Andy Sernovitz, Internet marketing expert and founder the Association for Interactive Marketing, who joined the organization as its founding CEO in July 2004. Since opening its doors, WOMMA has led the effort to define this new arena of marketing by creating an ethics code, as well as standards to help measure the success of word-of-mouth marketing (WOM) efforts. The association provides “basic training” opportunities, as well as other in-person and virtual learning events, and uses social media very effectively to share ideas and engage its audience.
Given his and WOMMA’s recent success, Andy seemed like a natural choice to be the subject of the very first interview on the PI Blog. As you can see below, his philosophy is pretty simple and direct, which I expect will appeal to all of you as much as it does to me!
1. What makes WOMMA a different kind of association?
We’re really, really excited about what we do. Our field (word of mouth marketing) is all about real, genuine connections between people. So is our association. We not only represent the industry, we are a living example of it at it’s best. Just as important is our focus on ethics. We started with an ethics program when we had 10 members. We did it not only because it has strategic value, but because it is the right thing to do. Now 300 other companies have signed on to the vision. I’ll take that as a sign that we’re on the right track.
2. What is the philosophy of leadership you’ve tried to pursue at WOMMA?
Be nice. Be real. It’s about the members. Let everyone win. Find ways to say “yes.”
3. How do you define innovation?
There’s always an easier way. It’s never easy to see. So try some stuff, see what works (and what doesn’t), keep the stuff that works.
4. Why do you think so many association leaders fear innovation?
People aren’t so good at estimating risk. They overestimate the downside. But life is much more forgiving than you think. Just give it at try!
5. What is the most interesting thing you’re working on right now?
Creating amazing tell-a-friend technology to let our members network with each other.
6. What advice would you give to other association CEOs about making innovation a priority?
What do you have to lose? Everything new is cheaper, more effective, and more fun than the way you are doing it now.
Could not have said it better myself Andy…thanks for the great advice to kick off the month of June and what promises to be a very exciting summer!
Entry Filed under: Principled Innovation Blog, What's New?, The Principled Innovator Newsletter, Social Media, PI Interviews, Innovation, Associations, Extreme Makeover, Simplicity
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