Where should we spend our association’s resources, our time time and our precious emotional energy?
— Pursuing non-members or serving current members?
— Focusing on unengaged members or helping our best members?
— Worrying about appealing to every professional or thinking about how to be indispensable to those who get the most value?
Interestingly, when we pursue the later rather than the former, the former seems to take care of itself.