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News: Associations News

Finding your Soul and your Steel - why community and commerce is the way forward for Associations

22 November 2017   (0 Comments)
Posted by: Katie Spackman
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Selling an Association is a competitive challenge. Today, every business seems to be creating a ‘community’ or turning their customers into ‘members’. The commercial world is seeing the potential in these ideas. They are borrowing these ideas from the Association world, and in some cases becoming stronger competitors to Associations because of it.

What can an Association do about this? In my view, the answer is to borrow from the commercial world. To discover your commercial edge (the steel) and connect it to your community (the soul) of your Association. In doing so, you will become a stronger, more confident Association, able to stand alongside, work with and compete with those around you.

How do you take your Association on this journey?

That’s what I’ll be speaking about at the Association Leaders Forum in Delhi in December.

How do you bring aspects of commerciality and blend them into your Association?

What personal change is required of you to make this happen?

What will you be asking of your people?

I’ll share my own experience of finding the right blend of community and commerciality. I’ll show how I did this and suggest ways that you can apply my experience to your situation.

Then I’ll be running a one-day workshop where we work on the mindset and skills associated with bringing your communications to life and selling your Association. 

I look forward to seeing you there.

John Scarrott

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