The Executive - November/December 2016 - 13


First'
Directors
By Jeff De Cagna, FASAE

and data-driven approach to governing can deprive senior
decision-makers of the more holistic perspective they will
need to make genuinely wise choices to help both their
organizations and their stakeholders thrive. Association
boards operating as stewards, however, benefit from taking
the long view, and gathering and situating valuable data in
that more expansive context, so they can develop a much
richer understanding of the environment in which their
organizations will operate in the years ahead.
Foresight is an intentional process of learning with the
future: Whether association boards realize it or not, their
decision-making processes are significantly influenced by
largely invisible and often counterproductive assumptions
about their organizations and stakeholders, as well as the
world around them. In some cases, these orthodox beliefs
have been in use for years or decades and are still deeply felt
by many stakeholders even though they are no longer true or
helpful. Orthodoxies are significant obstacles to the serious,
on-going learning that all association decision-makers must
pursue in a time of societal transformation, and need to be
carefully examined and questioned at every opportunity.
Association boards can develop a consistent practice
of foresight through which they pursue a cycle of learning
defined by the three connected practices of 1) sense-making,
i.e., building an intellectual understanding of plausible
futures through thoughtful exploration, inquiry and
dialogue, 2) meaning-making, i.e., probing the specific
positive and negative implications of plausible
futures for their associations, stakeholders and
fields of work, including their impact on orthodox
beliefs and 3) decision-making, i.e. bringing
both intellectual understanding and real-world
meaning to bear on present-day decisionmaking with the intention of anticipating
and preparing for a full range of plausible
futures. Decision-making is not the end
of learning, but the beginning of the next
*

C a l S A E ' s TH E E X E C UTI VE - N O VE M BE R/ DE C E M BE R 2 0 16
16

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Table of Contents for the Digital Edition of The Executive - November/December 2016

President’s Message
At a Glance
Calendar of Events
Building a ‘Foresight First’ Board of Directors
10 Tips to Experience Unlimited Success When Communicating
Media Relations: Building a Strategic and Comprehensive Communications Strategy
Associations Communications a Study in Perception vs. Reality
Destination: Santa Barbara
Advancing Associations: 9 Tips for Concise Writing
New Members
Index to Advertisers
The Executive - November/December 2016 - cover1
The Executive - November/December 2016 - cover2
The Executive - November/December 2016 - 3
The Executive - November/December 2016 - 4
The Executive - November/December 2016 - 5
The Executive - November/December 2016 - 6
The Executive - November/December 2016 - President’s Message
The Executive - November/December 2016 - At a Glance
The Executive - November/December 2016 - Calendar of Events
The Executive - November/December 2016 - 10
The Executive - November/December 2016 - 11
The Executive - November/December 2016 - Building a ‘Foresight First’ Board of Directors
The Executive - November/December 2016 - 13
The Executive - November/December 2016 - 14
The Executive - November/December 2016 - 15
The Executive - November/December 2016 - 16
The Executive - November/December 2016 - 17
The Executive - November/December 2016 - 18
The Executive - November/December 2016 - 19
The Executive - November/December 2016 - 10 Tips to Experience Unlimited Success When Communicating
The Executive - November/December 2016 - 21
The Executive - November/December 2016 - 22
The Executive - November/December 2016 - 23
The Executive - November/December 2016 - Media Relations: Building a Strategic and Comprehensive Communications Strategy
The Executive - November/December 2016 - 25
The Executive - November/December 2016 - 26
The Executive - November/December 2016 - 27
The Executive - November/December 2016 - Associations Communications a Study in Perception vs. Reality
The Executive - November/December 2016 - 29
The Executive - November/December 2016 - Destination: Santa Barbara
The Executive - November/December 2016 - Advancing Associations: 9 Tips for Concise Writing
The Executive - November/December 2016 - 32
The Executive - November/December 2016 - Index to Advertisers
The Executive - November/December 2016 - 34
The Executive - November/December 2016 - cover3
The Executive - November/December 2016 - cover4
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