A hiring manager selects two candidates with similar technical skills and backgrounds for a final round of interviews. The interview committee feels one candidate is more personable and exudes more energy than the other candidate. Which one gets an offer?
Every time members decide to renew; they do a similar two-part calculation. Am I getting value? Yep/Nope. How do I feel about being a member? Great/satisfied/unhappy.
We never make decisions purely on value, and we lean toward the things that tug on our emotions. Successful future associations will move beyond value and take ownership of their members’ experiences by thinking more about members’ emotional journeys.