Most associations are organized into a hierarchical structure of committees and departments.  The problem is this concept is governance focused, rather than be member focused.

If an association were thinking strategically about how to improve the professional development then consider the member centric value chain.  This is opposed to what a specific department does exclusively by itself.

If the driving force of the association is members served as opposed to services offered then a strategic realignment is necessary to innovate to create dramatic results.  Fixing only one category by itself would only lead to minimal gains.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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