{"id":13586,"date":"2026-06-09T10:13:42","date_gmt":"2026-06-09T10:13:42","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13586"},"modified":"2026-06-09T14:13:24","modified_gmt":"2026-06-09T14:13:24","slug":"podcast-why-taking-smart-risks-will-grow-your-association-with-sheri-jacobs-of-avenue-m-group","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/podcast-why-taking-smart-risks-will-grow-your-association-with-sheri-jacobs-of-avenue-m-group\/","title":{"rendered":"Podcast: Why Taking Smart Risks Will Grow Your Association with Sheri Jacobs of Avenue M Group"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13586\" class=\"elementor elementor-13586\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da184f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da184f3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2f252303\" data-id=\"2f252303\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c95d87b elementor-widget elementor-widget-text-editor\" data-id=\"4c95d87b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/40-why-taking-smart-risks-will-grow-your-association-with-sheri-jacobs-of-avenue-m-group\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-13588 alignright\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/Article-Graphic-AA-Podcast-S4-Episode-8-One-Guest-1.jpg\" alt=\"\" width=\"336\" height=\"336\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/Article-Graphic-AA-Podcast-S4-Episode-8-One-Guest-1.jpg 336w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/Article-Graphic-AA-Podcast-S4-Episode-8-One-Guest-1-300x300.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/Article-Graphic-AA-Podcast-S4-Episode-8-One-Guest-1-150x150.jpg 150w\" sizes=\"(max-width: 336px) 100vw, 336px\" \/><\/a>Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In today\u2019s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is <\/span><i><span style=\"font-weight: 400;\">The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it&#8217;s safe to test new ideas.<\/span><\/p><p><span style=\"font-weight: 400;\">In this episode, you\u2019ll learn:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why risk\u2014not pricing\u2014may be the biggest barrier to revenue growth.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to experiment with new revenue streams more effectively.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The connection between risk capacity, innovation, and growth.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What associations discover when they evaluate their ability to take risks.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why adaptable teams are better positioned for long-term growth.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">About Our Guest:\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation.<\/span><\/p><p><span style=\"font-weight: 400;\">Resources:<\/span><\/p><p><span style=\"font-weight: 400;\">Read <\/span><a href=\"https:\/\/www.amazon.com\/Unexpected-Power-Boundaries-Rethinking-Innovation\/dp\/B0G194H1NM\"><span style=\"font-weight: 400;\">The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation<\/span><\/a><span style=\"font-weight: 400;\"> by Sheri Jacobs.<\/span><\/p><p><span style=\"font-weight: 400;\">Explore more on <\/span><a href=\"https:\/\/www.naylor.com\/associationadviser\/invite-risk-to-the-party-still-play-it-safe\/\"><span style=\"font-weight: 400;\">the balance between taking risks and playing it safe in your association<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Learn more:<\/span><\/p><p><span style=\"font-weight: 400;\">LinkedIn: @naylorassociationsolutions<\/span><\/p><p><span style=\"font-weight: 400;\">Connect with Sheri Jacobs &amp; Avenue M Group<\/span><\/p><p><span style=\"font-weight: 400;\">LinkedIn: <\/span><a href=\"https:\/\/www.linkedin.com\/in\/sherijacobs\/\"><span style=\"font-weight: 400;\">@SheriJacobs<\/span><\/a><span style=\"font-weight: 400;\"> &amp; <\/span><a href=\"https:\/\/www.linkedin.com\/company\/avenue-m-group-llc\/\"><span style=\"font-weight: 400;\">@AvenueMGroup\u00a0<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Visit: <\/span><a href=\"https:\/\/www.sherijacobs.com\/\"><span style=\"font-weight: 400;\">https:\/\/www.sherijacobs.com<\/span><\/a><span style=\"font-weight: 400;\"> &amp; <\/span><a href=\"https:\/\/www.avenuem.org\/\"><span style=\"font-weight: 400;\">https:\/\/www.avenuem.org<\/span><\/a><\/p><p><strong>*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you\u2019ll never miss an episode and be sure to leave us a rating and review!<\/strong><\/p><p><span data-contrast=\"auto\">Listen now to the full conversation with Sheri Jacobs: <a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/40-why-taking-smart-risks-will-grow-your-association-with-sheri-jacobs-of-avenue-m-group\">Why Taking Smart Risks Will Grow Your Association<\/a><\/span><\/p><div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/03\/Tamara_Approved-Leadership-Background-Working-Files-768x512-1.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<strong>Tamara Perry-Lunardo<\/strong><strong>\u00a0<\/strong>is the Vice President of Content Services with Naylor Association Solutions. Reach her at <a href=\"mailto:tplunardo@naylor.com\">tplunardo@naylor.com<\/a> or connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/tamara-perry-lunardo\/\">LinkedIn<\/a>.\n\t\t\t<\/div><\/div><\/div><p>Photo courtesy of SMJuell\/<a href=\"http:\/\/Shutterstock.com\">Shutterstock.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00a0 Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.\u00a0 In today\u2019s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected [&hellip;]<\/p>\n","protected":false},"author":308,"featured_media":13587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,1576,3],"tags":[1934,1691,384,114,1936,1933,225,1922,1935,1932],"class_list":["post-13586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-podcast","category-revenue","tag-adaptable-teams","tag-association-adviser-podcast","tag-association-growth","tag-association-leadership","tag-avenue-m-group","tag-experimentation","tag-innovation","tag-revenue-strategy","tag-sheri-jacobs","tag-smart-risk-taking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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