Associations often grapple with whether to focus primarily on internal factors or look outward for insights and opportunities. Most organizations face this issue, which is common in the association community. This blog explores why associations might benefit from an outside-in perspective rather than remain solely internal.
Incorporating Multiple Perspectives involves various stakeholders: board members, staff, regular members, industry partners, community leaders, the interested public, and volunteers. Each brings a unique perspective. The more voices included; the better the organization's strategy will hold up. It can also limit short-sightedness in decision-making. Keeping a value and purpose-centered approach to the organization's strategy, we must consider outside trends, influences, and challenges that our more global community represents.
1. Understanding Member Needs:
Member needs are seen from another perspective when we look from outside the organization. Associations can better understand the member's needs, challenges, and preferences from a POV that is often not explored. This external perspective allows the organization to tailor their services, programs, and advocacy efforts to better serve its members' interests.
2. Industry Trends and Next Practices:
Keeping an eye on external trends and following practices within their industry or field helps associations stay relevant and innovative. By learning from what other organizations are doing successfully, associations can adapt and improve their strategies and offerings.
3. Networking and Collaboration Opportunities:
Engaging with external stakeholders such as other associations, industry experts, related disciplines, policymakers, and partners can lead to valuable networking, data collection and research, and collaboration opportunities. These connections can foster knowledge sharing, resource pooling, and collective action to address common challenges or pursue shared goals.
4. Advocacy and Representation:
To effectively advocate for their members' interests, associations must be aware of external factors such as regulatory changes, market dynamics, and societal trends. By staying informed about external developments, associations can more effectively represent their members' concerns and influence decision-making processes.
5. Innovation and Adaptation:
External insights can inspire innovation and adaptation within associations. By learning from external sources, associations can identify new ideas, technologies, or approaches that can enhance their operations, programs, and services to meet their members' evolving needs better.
6. Risk Management:
Awareness of external risks and opportunities allows associations to manage potential threats and capitalize on emerging opportunities proactively. Associations can develop more robust risk management strategies and contingency plans by staying informed about external factors that may impact their organization. We operate in a foresight-driven environment. Associations benefit from a balanced approach that considers internal strengths and external opportunities. A sustainable strategy requires a brutal look in the mirror. Not only must you see yourself, you must also view all that surrounds you.
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