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What does your association offer?
The classic observation that railroads stumbled when they failed to realize that they were in the transportation business, not railroading, represents the difference between knowing what you do versus knowing the utility you provide.
One takes a producer-oriented view while the other takes a customer-oriented one. It’s a matter of identity, and the questions that issue raises are important. Who are you and what utility do you offer your members?
Source: The Decision to Join, Dalton, James and Dignam, Monica, page 17. Copyright. 2007. ASAE: The Center for Association Leadership. www.asaecenter.org.
Used with permission.
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