We Have Always Done It That Way

I’m pretty sure I don’t need to write too much here, but in case you’re wondering why, here are my three simple, one-sentence answers:

1. It can’t be done–can you think of an organization of any kind that does “all things” equally well?
2. It shouldn’t be done–can you think of a good reason to pursue a strategy that sets up everyone in the organization for frustration and failure?
3. It doesn’t work anyway–can you think of a good reason why anyone would want to be member of an association that doesn’t get the first two?

Instead of being everything to everyone, consider being a single thing for most people, and let the others figure out where and how they want to play. I can’t tell you what that “thing” is, because it is going to be different for every organization. There are no ready-made answers. Figuring out what your association’s one thing should be is the whole point of strategy, but we tend to overlook this basic fact while we’re busy administering the thousand-and-one details contained in our multi-year, multi-page, multi-goal, multi-objective, multi-tactic and largely non-strategic strategic plans.

Why are we making it so hard, when we could be making it easier on ourselves and our members? Give up the illusion that being all things to all people is either desirable or achievable, and, instead, focus on the genuine strategic opportunities that will emerge as soon as you begin looking at the world in a new way.

Tags: Innovation, Leadership, Membership, Professional Development, Staff Issues, Strategy, Technology, We've Always Done It That Way // Add Comment »