One of the most difficult challenges with making decisions is figuring out what to make the decision between. Things are never as black and white as we wish. So often there are many answers, many ambiguous data points and many competing priorities.
Do we focus on member acquisition, engagement or retention? Do we focus on younger members, long-time members or a whole new member segment? Do we focus on a dying business segment, the conference cash-cow or a potential new offering that is very un-association-like?
All of this becomes a lot clearer when you have a strong vision to work by. Not a vision statement but instead a clearly communicated and adopted vision of where we are heading to.
Whether you are an association CEO or VP of your department, visions are difficult for the same reason decisions are difficult. There are many possible paths to take, each with a different risk and reward. Visions become so much easier however, when we understand and adopt what is in the hearts and minds of our members and use that as the basis of our vision.
If you are struggling with your vision and you are weighing where to take the association or your team into the future, we should talk.