Principled Innovation LLC

What do association CEOs need to do: part I

July 29th, 2008

A few weeks ago, during the Michigan Society of Association Executives annual meeting, I was asked by a really great audience of association CEOs and senior executives what ten things they need to do to create 21st century organizations.  It’s a very interesting question, one on which I wanted to reflect before answering, but I did promise to post some thoughts on the blog for everyone to consider and discuss.

This post is the first part of my response, and focuses on what association CEOs and senior executives need to do to prepare themselves personally and professionally for the task of creating 21st century associations.  In part II, I’ll explore some of the big steps that association CEOs need to take to begin changing their organizations for the future.

+Commit to purpose–The task of reinventing an organization cannot be taken lightly.  To create something that is both truly original and enduring requires a passionate commitment to purpose that not everyone possesses.  If the thought of leading your association through a process of serious transformation doesn’t excite and energize you, I suggest you reflect on whether you’re the right person to undertake it, and act accordingly.  Regardless of what you decide, this is the place where profound change begins, with what you think and feel, and your will to act in a manner consistent with that sense of purpose.

+Adopt next principles–I define “principles” as “justified beliefs about the necessary condition to create success.”  Some of our principles are deeply-held and sacred, while others are open to adaptation and refinement based on new information.  It’s important for association CEOs to sort through the principles that have guided their work over many years, and identify those beliefs that no longer serve them or their organizations well.  In their place, leaders can adopt “next” principles, an updated set of beliefs that will help their associations move in a new, purpose-driven direction.

+Understand the Web–It is no longer sufficient for association CEOs to think of the Web as nothing more than a communications and marketing vehicle, a point of view better suited to the 1990s.  In the 21st century, association CEOs must understand that the Web, and especially the full range of social technologies it supports, changes the rules of the strategic game for their organizations along every conceivable dimension.  This is not hyperbole, and association CEOs can either choose to view this revolutionary shift as a threat and be paralyzed by it, or see it as an enormous opportunity and act confidently to embrace it.

+Rethink strategy–With the Web changing the content of strategy in a fundamental way, 21st century association CEOs must also act to rethink their beliefs about how to develop strategic options and reach strategic decisions.  Not surprisingly, the Web changes the rules here too.  In a world that is increasingly complex and non-linear, it is simply not possible for volunteer board members with limited time and narrow attention spans to know everything they need to know to make intelligent strategic decisions.  Association CEOs must strive to design strategy-making as a whole system collaborative learning process to which everyone can make a direct and meaningful contribution from anywhere.  (And we’re just scratching the surface here…more on this topic in part II.)

+Ask better questions–As much as transforming our organizations for the 21st century is about having a better and clearer understanding of what we believe in, it is our capacity for inquiry that may well determine whether we successfully translate our transformative intentions into action.  To create something new, what we already know will only carry us so far.  We must endeavor to learn “what we know we don’t know,” and we must seek to discover “what we don’t know we don’t know.”  Association CEOs can do this by learning to ask better questions that inspire everyone in their organizations to move beyond surface level answers, dig deeper and engage in meaningful dialogue and authentic self-expression around difficult and challenging issues.

+Listen more–If in the years ahead we can match the unprecedented growth in self-expression unfolding in our society with a comparable level of real listening, we will accomplish extraordinary things.  Our stakeholders must be confident that their hopes and dreams–their unique commitments to purpose–are receiving a fair hearing.  Association CEOs can set a powerful example for their organizations by making listening, with both head and heart, a personal habit, a cultural expectation and a shared responsibility.

What do you think?  Share your ideas on what association CEOs need to do to create 21st century organizations and, as always, your positive comments and constructive pushback are welcome!

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