Some associations are busy solving the problem their members had 40 years ago. Or 30 years ago or 15 years ago or even 5 years ago. That problem was a problem then, but it is not an urgent, painful problem right now.
Now your members are grappling with entirely new problems. Every industry and profession is shifting, and each change brings on a new set of challenges. These challenges might demand our members learn new skills, change their behaviors, or experiment with new solutions.
The 40-year-old problem may still attract some members. But the innovators in your industry or profession will want to solve the new challenges, and they will work on addressing these new problems with or without the association.
How do you know if you are solving a 40-year-old problem or a new one? Ask members what they worry about most as they imagine the industry or profession 3-5 years in the future. Their answers are likely the problems the association should be helping members solve right now.