The Executive - September/October 2017 - 7

BLOGSPOT

Is it Day 1 or Day 2
for Associations?
By Amanda Kaiser

H

ave you heard about Day
1 and Day 2? I had not
until JP Guilbault, CEO of
YourMembership, mentioned
it at the company's conference earlier
this year. A few days later my Dad mailed
me the first pages of Amazon's 2016 yearend annual report, which is a letter from
the company's CEO to shareholders. I
find the letter fascinating on many levels.
When you have 15 minutes, I highly
recommend learning about the Day 1 and
Day 2 mindsets.
Day 1 is the term that Jeff Bezos
uses for an organization's startup and
growth phases. He talks about "Day 1
vitality," which I assume he means when
organizations are delivering to their
customers' much needed great value.
Day 2 is the spiral of decline. He says,
"Day 2 is stasis. Followed by irrelevance.
Followed by excruciating, painful
decline. Followed by death." Yikes!
So where are most associations?
Teetering between Day 1 and Day 2? Or
are most of us solidly on Day 2? Where is
your association? If most of us are on Day
2, how do we get back to Day 1?
Bezos puts forth four essentials for
the Day 1 business. If I had to prioritize
these, I would focus initially on just two.
True customer (member) obsession and
high-velocity decision making are the
most critical but also the most difficult
for associations.
Think about your members. Think
about your best members. Not board
members but regular members who
are highly engaged. They come to the
conference. They spend time on the
website. They read emails. They attend
webinars. What do you know about
them? Do you know why they joined?
Really? Do you know why they renew?
Do you know what they are struggling
with right now? Do you know what they
will be struggling with three years from
now? It is Day 1 for the associations who
know the answers to these questions.
Let us say we know the answers
to these questions. Now we can act
on that information. We can change

the organization's strategy. We can
develop offerings members love. We can
attract high-quality members with our
improved marketing. But, we can only do
this with high-velocity decision making.
And this is going to be a tough one for
some associations for two reasons. The
board structure in some associations
slooooowwwwssss decision making.
And we are nice. We like consensus.
In our Association Leadership
Benchmarking Study, we found
that some associations had far more
autonomy from the board than others.
High-functioning boards empowered
high-functioning CEOs to make many
decisions themselves. Quick decision
making will always be tough on
associations whose boards want to be
involved in the tactics and this will keep
them firmly on Day 2.
Another behavior that enables quick
decision making is using the phrase
"disagree and commit." In essence,
team members use this mindset, "I do
not agree that this is the right direction.
But, you think it is important so I am not
going to hold up the project's progress."
Just think about what it takes to adopt
this mindset. Think about the message it
sends to the staff and board.
If you are thinking "Oh no, we are a
Day 2 association," explore ways to get
the organization firmly back to Day 1.
Amanda Kaiser is a qualitative
researcher for the association industry.
Channeling member insights, Amanda
writes a weekly blog for association
professionals at SmoothThePath.net or
follow her on Twitter @SmoothThePath.

CALENDAR

OF EVENTS
As of July 21, 2017

SEPTEMBER
14

15
27

Membership/Marketing/
Communications
Professionals Forum
Southern California Region
Membership/Marketing/
Communications
Professionals Forum
Capital Region
CEO Lunch
Bay Area Region

OCTOBER
13
27

Idea Exchange Breakfast -
Inland Empire
Southern California Region
CEO Lunch
Capital Region

NOVEMBER
3
3
8
30

Idea Exchange Breakfast -
Orange Co.
Southern California Region
Executive Resource Center
(ERC) Learning Lab
Sacramento
CEO Lunch
Southern California Region
LevelUP Education &
Holiday Luncheon
San Diego Region

DECEMBER
1
13-14

LevelUP Education &
Holiday Luncheon
Southern California Region

19

Seasonal Spectacular
Sacramento Convention Center
LevelUP Education &
Holiday Luncheon
Bay Area Region

C a l S A E ' s TH E E X E C UTI VE - S E P TE M BE R/ O C TO BE R 2 0 17

7


http://www.SmoothThePath.net

Table of Contents for the Digital Edition of The Executive - September/October 2017

Chair’s Message: Leadership Is an Exciting Journey!
At a Glance
What Stewards Do
How to Move From Talk to Action on Diversity and Inclusion
Association Advocacy Thrives in ‘fake News’ Era
Leading Major Change Efforts: Can Ancient Tribal Wisdom Show the Way?
Advancing Associations:
Destination: Colorado
New Members
Member Spotlight: Anne Marie Mourhess
Index to Advertisers
The Executive - September/October 2017 - Intro
The Executive - September/October 2017 - cover1
The Executive - September/October 2017 - cover2
The Executive - September/October 2017 - 3
The Executive - September/October 2017 - Chair’s Message: Leadership Is an Exciting Journey!
The Executive - September/October 2017 - 5
The Executive - September/October 2017 - At a Glance
The Executive - September/October 2017 - 7
The Executive - September/October 2017 - What Stewards Do
The Executive - September/October 2017 - 9
The Executive - September/October 2017 - 10
The Executive - September/October 2017 - 11
The Executive - September/October 2017 - How to Move From Talk to Action on Diversity and Inclusion
The Executive - September/October 2017 - 13
The Executive - September/October 2017 - 14
The Executive - September/October 2017 - 15
The Executive - September/October 2017 - Association Advocacy Thrives in ‘fake News’ Era
The Executive - September/October 2017 - 17
The Executive - September/October 2017 - Leading Major Change Efforts: Can Ancient Tribal Wisdom Show the Way?
The Executive - September/October 2017 - 19
The Executive - September/October 2017 - 20
The Executive - September/October 2017 - 21
The Executive - September/October 2017 - Advancing Associations:
The Executive - September/October 2017 - Destination: Colorado
The Executive - September/October 2017 - New Members
The Executive - September/October 2017 - 25
The Executive - September/October 2017 - Index to Advertisers
The Executive - September/October 2017 - cover3
The Executive - September/October 2017 - cover4
https://www.nxtbook.com/naylor/CSES/CSES0618
https://www.nxtbook.com/naylor/CSES/CSES0518
https://www.nxtbook.com/naylor/CSES/CSES0418
https://www.nxtbook.com/naylor/CSES/CSES0318
https://www.nxtbook.com/naylor/CSES/CSES0218
https://www.nxtbook.com/naylor/CSES/CSES0118
https://www.nxtbook.com/naylor/CSES/CSES0617
https://www.nxtbook.com/naylor/CSES/CSES0517
https://www.nxtbook.com/naylor/CSES/CSES0417
https://www.nxtbook.com/naylor/CSES/CSES0317
https://www.nxtbook.com/naylor/CSES/CSES0217
https://www.nxtbook.com/naylor/CSES/CSES0117
https://www.nxtbook.com/naylor/CSES/CSES0616
https://www.nxtbook.com/naylor/CSES/CSES0516
https://www.nxtbook.com/naylor/CSES/CSES0416
https://www.nxtbook.com/naylor/CSES/CSES0316
https://www.nxtbook.com/naylor/CSES/CSES0216
https://www.nxtbook.com/naylor/CSES/CSES0116
https://www.nxtbook.com/naylor/CSES/CSES0615
https://www.nxtbook.com/naylor/CSES/CSES0515
https://www.nxtbook.com/naylor/CSES/CSES0415
https://www.nxtbook.com/naylor/CSES/CSES0315
https://www.nxtbook.com/naylor/CSES/CSES0215
https://www.nxtbook.com/naylor/CSES/CSES0115
https://www.nxtbookmedia.com