Planning for Relevance
No matter what we call it, the beginning of a new year is a natural time to renew commitments and revise our goals. And, as discussed in this column previously, the AAO-HNS/F begins this year with new guidance from its leaders who gathered in December to revise and renew our strategic plan. In preparation, we sent Board Members and other AAO-HNS/F leaders various materials for the strategic planning event, including the 2011 book, Race for Relevance: 5 Radical Changes for Associations. We based this year’s strategic planning on a system described by the book’s authors, Harrison Coerver and Mary Byers, CAE. The importance of being increasingly relevant to our Members had been brought to my attention as part of training for association presidents-elect and their CEOs. And, I believe this book to be a very useful and powerful assessment vehicle. Both authors present impressive knowledge of association management. Harrison Coerver is president of Harrison Coerver & Associates, a management consulting firm that specializes in strategy and planning for trade associations, professional societies, and other tax-exempt membership organizations. In the last 25 years, he has consulted with more than 1,200 associations on strategy, planning, governance, and management. His colleague, Mary Byers, is a former association executive, consultant, and professional speaker who specializes in facilitating strategic planning and organization-focused events. Together they have more than 40 years of experience working with associations. In their work, the authors researched emerging changes in the association environment and presented convincing case studies. Their book targets what associations need to be aware of to continue to provide member value in the future. Why Radical Change? Harrison Coerver, who agreed to facilitate our strategic planning sessions, and his co-author, make a strong case for bold changes that will be needed to sustain our organization now and in the future. In fact, the authors attest that while it was a given in the past for professionals to support their societies, renewing their membership yearly, volunteering within the society on boards, committees, and task forces, such loyalty has been severely constrained by changes in our world. The authors outlined three areas of environmental shift so basic that they shook up our economy and changed our society. They further pointed out that most of these changes evolved from advances in technology. Specifically, the things that have changed in all of our lives involve “Time” available and the pace of change, the “Expectations for Value,” the “Market Structure” in its consolidation and specialization, “Competition” from specialized sources, the “Generational Differences,” and a sea change in the nature of competition. What We Have Done Already and How We’ve Moved Forward Governance and Value—efficient, flexible, and relevant Fortunately, our Academy and Foundation have seen this shift coming and we have worked during the past several years to make some of the changes that will address the needs of our new age. These included assessing and reworking our governance systems and researching our value offerings with members. However, radical change requires more from us. And so we asked our leaders to read the book prior to our meeting. That book provided the foundation to make our strategic planning even more successful and our time more effective, efficient, and satisfying. We also asked them to complete and return a strategic planning matrix that addressed the “Related to Mission and Vision” and the “Competitive Advantage” areas. And they did. When we came together in December, the AAO-HNS/F leaders rated 36 programs for: their importance related to our mission and vision, and for their relative competitive advantage. It was not easy, especially when hard choices resulted in some assumptions not being realized, but with gratitude and respect for all of my colleagues’ efforts, I can say we reached a consensus for moving forward. The 2014 Plan As I write, our expert staff enthusiastically takes on the responsibility for moving the plan forward, transitioning our efforts to action plans and budgets. Tactics are being assigned and measureables set. In March, our boards will receive a draft of the budget for the plan that will be finalized during their May meeting and offered to you as the FY 2014 Budget in the June Bulletin. I hope you can see the determination and respect for each of you that your leaders bring to these activities. We act for you who care so deeply for our specialty and our patients’ health.
No matter what we call it, the beginning of a new year is a natural time to renew commitments and revise our goals. And, as discussed in this column previously, the AAO-HNS/F begins this year with new guidance from its leaders who gathered in December to revise and renew our strategic plan.
In preparation, we sent Board Members and other AAO-HNS/F leaders various materials for the strategic planning event, including the 2011 book, Race for Relevance: 5 Radical Changes for Associations. We based this year’s strategic planning on a system described by the book’s authors, Harrison Coerver and Mary Byers, CAE. The importance of being increasingly relevant to our Members had been brought to my attention as part of training for association presidents-elect and their CEOs. And, I believe this book to be a very useful and powerful assessment vehicle.
Both authors present impressive knowledge of association management. Harrison Coerver is president of Harrison Coerver & Associates, a management consulting firm that specializes in strategy and planning for trade associations, professional societies, and other tax-exempt membership organizations. In the last 25 years, he has consulted with more than 1,200 associations on strategy, planning, governance, and management.
His colleague, Mary Byers, is a former association executive, consultant, and professional speaker who specializes in facilitating strategic planning and organization-focused events. Together they have more than 40 years of experience working with associations.
In their work, the authors researched emerging changes in the association environment and presented convincing case studies. Their book targets what associations need to be aware of to continue to provide member value in the future.
Why Radical Change?
Harrison Coerver, who agreed to facilitate our strategic planning sessions, and his co-author, make a strong case for bold changes that will be needed to sustain our organization now and in the future. In fact, the authors attest that while it was a given in the past for professionals to support their societies, renewing their membership yearly, volunteering within the society on boards, committees, and task forces, such loyalty has been severely constrained by changes in our world.
The authors outlined three areas of environmental shift so basic that they shook up our economy and changed our society. They further pointed out that most of these changes evolved from advances in technology. Specifically, the things that have changed in all of our lives involve “Time” available and the pace of change, the “Expectations for Value,” the “Market Structure” in its consolidation and specialization, “Competition” from specialized sources, the “Generational Differences,” and a sea change in the nature of competition.
What We Have Done Already and How We’ve Moved Forward
Governance and Value—efficient, flexible, and relevant
Fortunately, our Academy and Foundation have seen this shift coming and we have worked during the past several years to make some of the changes that will address the needs of our new age. These included assessing and reworking our governance systems and researching our value offerings with members.
However, radical change requires more from us.
And so we asked our leaders to read the book prior to our meeting. That book provided the foundation to make our strategic planning even more successful and our time more effective, efficient, and satisfying. We also asked them to complete and return a strategic planning matrix that addressed the “Related to Mission and Vision” and the “Competitive Advantage” areas. And they did.
When we came together in December, the AAO-HNS/F leaders rated 36 programs for:
- their importance related to our mission and vision, and for
- their relative competitive advantage.
It was not easy, especially when hard choices resulted in some assumptions not being realized, but with gratitude and respect for all of my colleagues’ efforts, I can say we reached a consensus for moving forward.
The 2014 Plan
As I write, our expert staff enthusiastically takes on the responsibility for moving the plan forward, transitioning our efforts to action plans and budgets. Tactics are being assigned and measureables set. In March, our boards will receive a draft of the budget for the plan that will be finalized during their May meeting and offered to you as the FY 2014 Budget in the June Bulletin.
I hope you can see the determination and respect for each of you that your leaders bring to these activities. We act for you who care so deeply for our specialty and our patients’ health.