{"id":2460,"date":"2014-02-18T12:25:42","date_gmt":"2014-02-18T17:25:42","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=2460"},"modified":"2020-02-28T19:40:57","modified_gmt":"2020-02-28T19:40:57","slug":"whats-big-idea","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/whats-big-idea\/","title":{"rendered":"What&#8217;s the Big Idea?"},"content":{"rendered":"<figure id=\"attachment_5701\" aria-describedby=\"caption-attachment-5701\" style=\"width: 150px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5701 size-thumbnail\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-150x150.jpg\" alt=\"Hank Berkowitz, Association Adviser\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-150x150.jpg 150w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-300x300.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600.jpg 600w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><figcaption id=\"caption-attachment-5701\" class=\"wp-caption-text\"><em>Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n<p>Great ideas are a dime a dozen. High performing companies and associations are realizing that the ultimate goal is not coming up with great ideas or being the first to market. It\u2019s about <em><strong>executing<\/strong><\/em> ideas and continuing to evolve, tinker and systematically improve your success rate. And that\u2019s a good thing because most of the thought leaders we checked in with for this article agreed that the pace of change is accelerating, even in the once chary association world.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2502 alignleft\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/p>\n<table style=\"border-collapse: collapse; width: 95%; margin: 5px; border: 1px solid black; background-color: #dcdcdc; font-size: 10pt;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li>Nothing kills a new idea faster than common sense. Do you have a &#8220;failure resume&#8221;?<\/li>\n<\/ul>\n<ul>\n<li>&#8220;Shadow-boxing&#8221; is a technique that allows your team to look at your organization the way a competitor would. Where are your weaknesses? Where are member benefits falling short?<\/li>\n<\/ul>\n<ul>\n<li>If you want to get better at innovating, don&#8217;t spend all your time with people just like you.<\/li>\n<\/ul>\n<ul>\n<li>To ensure better innovation during the day, make sure you and your team unplug and recharge at night\u2014that\u2019s a healthy form of R&amp;D (rest and dream).<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"line-height: 1.5em;\">&#8220;I\u2019ve probably seen more change in the past five years than I did in the previous twenty,&#8221; remarked Reggie Henry, Chief Information Officer of the <\/span><a style=\"line-height: 1.5em;\" href=\"http:\/\/asaecenter.org\" target=\"_blank\" rel=\"noopener noreferrer\">American Society of Association Executives (ASAE)<\/a><span style=\"line-height: 1.5em;\">. John Angelo of the <\/span><a style=\"line-height: 1.5em;\" href=\"http:\/\/www.calcpa.org\" target=\"_blank\" rel=\"noopener noreferrer\">California CPA Society (Cal CPA)<\/a><span style=\"line-height: 1.5em;\"> agreed. &#8220;There has always been change,&#8221; Angelo said. &#8220;Now we\u2019re just more aware that it is rapid change and we have to keep up with it.&#8221;<\/span><\/p>\n<p>Last summer, I sat in on a panel discussion about innovation for association professionals. One of the presenters, the well-known head of a state SAE, said his organization\u2019s mantra has always been &#8220;R&amp;D\u2014as in &#8216;rip-off and duplicate.'&#8221; He wasn\u2019t joking. Nervous laughter permeated the room as he recounted his small staff\u2019s ability to do more with less. Many in the room nodded in agreement.<\/p>\n<p>So, should we all go out and join NABBS\u2014the <em>National Association of Beggars Borrowers and Stealers<\/em>?<\/p>\n<p>Not exactly. What the expert panelist went on to explain is that he and his team try to stay on top of all the new tools, trends, data and best practices that could be relevant to their members. And, they keep careful tabs on what other high performing organizations (both associations and companies) are doing to stay ahead of the curve.<\/p>\n<p><strong>Organizational shadow-boxing<\/strong><\/p>\n<p>As <strong>Martyn Hopper<\/strong>, CEO of the <a href=\"http:\/\/www.pcoc.org\" target=\"_blank\" rel=\"noopener noreferrer\">Pest Control Operators of California (PCOC)<\/a>, explains in this <a title=\"From the Corner Office: What I Learned About Leadership from Arnold Schwarzenegger\" href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/corner-office-learned-leadership-arnold-schwarzenegger\/\">Corner Office profile<\/a> you have to look at your business every day the way a competitor or potential partner would look at it. Where are your weaknesses? Are your member benefits offering real value? You constantly have to refresh your vision,&#8221; he said. <strong>Luke Williams<\/strong>, executive director, <a href=\"http:\/\/www.stern.nyu.edu\/experience-stern\/about\/departments-centers-initiatives\/centers-of-research\/berkley-center\/index.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Berkley Center for Entrepreneurship &amp; Innovation at New York University<\/a>, agreed. Think of it as organizational &#8220;shadow boxing,&#8221; he suggested. &#8220;Ask your team take a really critical look at your business. Ask them to think like hungry entrepreneurs who are anxious to disrupt with a better way of doing what you do for half the price.&#8221;<\/p>\n<p>Associations <em><strong>are<\/strong><\/em> more willing to experiment than they used to be, observed ASAE\u2019s Henry. It\u2019s not just using technology to do the same thing better, but giving members and your team the ability to do something they couldn\u2019t do before. He cited the iPad-based point-of-sale system that the ASAE bookstore now uses at its various live events. ASAE developed their own app, similar to the iPad Square, that feeds right into ASAE\u2019s member database and accounting system. It\u2019s convenient for customers and it gives ASAE\u2019s staff valuable data about attendees\u2019 preferences and interests, Henry explained.<\/p>\n<p><strong>Strategies and tactics<\/strong><\/p>\n<p>If you\u2019re not sure how well you\u2019re connecting with your members, <strong>Kelly Donovan<\/strong> shares tips for <a href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/can-association-show-members-love\/\">tracking and measuring member engagement<\/a> in this article. Hint: keep in mind that an engaged member is not necessarily a satisfied member. As our annual <a href=\"http:\/\/www.naylor.com\/benchmarking\" target=\"_blank\" rel=\"noopener noreferrer\">Association Communication Benchmarking<\/a> report typically shows, members are not spending as much time with association magazines as they used to. Naylor\u2019s Chief Innovation Officer, <strong>Marcus Underwood<\/strong> explains in today\u2019s issue, <a title=\"What is Augmented Reality, and How Can Your Association Use It?\" href=\"http:\/\/www.naylor.com\/associationadviser\/index.php\/what-is-augmented-reality-and-how-can-your-association-use-it\/\">augmented reality<\/a> is one new way you can bring your print content to life and keep readers engaged via video, audio and animation. It\u2019s more powerful than a QR code and works easily with smartphones and tablets, he said.<\/p>\n<p>NYU\u2019s Williams said that analysis of data is important, but it only gets you 50 percent there. The other 50 percent is human intuition\u2014you have to try small things all the time to see what works. &#8220;If you want to increase innovation,&#8221; he said, &#8220;you have to increase the exchange of ideas. Ideas in and of themselves are not valuable\u2014they\u2019re just &#8216;recipes for innovation&#8217; and they become more valuable as you share them\u2014not guard them.&#8221; Angelo agreed. &#8220;Many great ideas won\u2019t even occur to you until you start having those discussions with outside organizations,&#8221; he said.<\/p>\n<p><strong>Getting your head in an innovation mindset<\/strong><\/p>\n<p>Williams said you have to avoid the &#8220;self-similarity principle&#8221; in which human tend to spend most of their time around people just like themselves. Sounds like the antithesis of an &#8220;association&#8221; doesn\u2019t it? But, our experts said you have to go out and talk to people from outside your own industry and profession; talk to people from different cultures and maybe different parts of the country, if not the world. Otherwise you won\u2019t get what Williams calls &#8220;diversity of thought.&#8221;<\/p>\n<p><strong>John Angelo<\/strong>, a 27-year veteran of the Cal CPA recently got a new job title for just that purpose\u2014Director of Strategic Relations. He\u2019s responsible for building alliances and partnerships with organizations outside of the accounting profession that could be valuable to Cal CPA members, staff and volunteers. According to Angelo, Cal CPA works with over a dozen professional associations,&#8221; Angelo said. &#8220;We sponsor their events. We join them in collective lobbying efforts and pool our resources. In the old days, &#8220;we may have viewed them as competitors, but we know our members belong to many different organizations,&#8221; he said, and added: &#8220;It strengthens the bonds with our members&#8221; when they see us being active outside our own walls.<\/p>\n<p><strong>Not everyone thinks and learns the same way<\/strong><\/p>\n<p>Professor Gerard Puccio, chairman of the <a href=\"http:\/\/creativity.buffalostate.edu\" target=\"_blank\" rel=\"noopener noreferrer\">International Center for Studies in Creativity at Buffalo State College<\/a>, developed an approach commercialized as <a href=\"http:\/\/foursightonline.com\/\">FourSight<\/a> which identifies four types of critical thinking to which most people tend to gravitate:<\/p>\n<ol>\n<li><strong>Clarifying<\/strong>\u2014asking the right questions, which helps you avoid misstating or mis-perceiving a problem;<\/li>\n<li><strong>Ideating<\/strong> is brainstorming and calls for getting rid of your inner naysayer and letting your imagination fly;<\/li>\n<li><strong>Developing<\/strong>, which is building out a solution or re-tooling after a previous effort failed, and<\/li>\n<li><strong>Implementing<\/strong>, which is about convincing others that your idea has value.<\/li>\n<\/ol>\n<p>Steve Rappaport, director of knowledge solutions for the <a href=\"http:\/\/www.thearf.org\" target=\"_blank\" rel=\"noopener noreferrer\">Advertising Research Foundation,<\/a> told me over breakfast recently that there are three types of learning mindsets at most organizations:<\/p>\n<ol>\n<li><strong>Kumbaya<\/strong>, i.e. those who learn best in groups<\/li>\n<li><strong>Make it fun<\/strong>, for those who need learning to be entertaining and<\/li>\n<li><strong>Just teach me please<\/strong>; for those who just want to gain the knowledge they need to get the credential\/approval they need to get to the next level.<\/li>\n<\/ol>\n<p>As with Puccio\u2019s Foursight, there is no one-size-fits all solution for learning and critical thinking. For example, Cal CPA\u2019s Angelo cited the tremendous adoption of webcasts over live classroom sessions for continued professional education. More and more members want the convenience and flexibility of &#8220;just teach me,&#8221; rather than the traditional group learning.<\/p>\n<p>Bottom line: You need to identify the unique way that each of your members, staff and volunteers learn best, and build programs that cater to each. If that sounds like a lot of work, it can be. But, if you\u2019re not willing to do the work, then members will find someone else who can.<\/p>\n<p><strong>Real innovation vs. incremental change<\/strong><\/p>\n<p>If you\u2019re developing products and services that are only incrementally different than their predecessors then that\u2019s a very dangerous path, said NYU\u2019s Williams.You don\u2019t want to be another Blockbuster Video in which you don\u2019t get around to adapting to a changing marketplace until it\u2019s too late. Sometimes you\u2019ve got to figure out how to stick your hand into a running engine in order to change the fan belt.<\/p>\n<p>You\u2019ve got to get better at provocation\u2014asking the questions that haven\u2019t been asked\u2014not better at prediction. Five years ago, Blackberry and Palm dominated the mobile market. Now it\u2019s Samsung and Apple with completely different technology. &#8220;Who even uses Blackberry and Palm anymore?&#8221; asked Williams. &#8220;Businesses, even entire industries are rising and falling faster than ever, but you wouldn\u2019t know it at many of the companies I visit. That\u2019s because the incumbents often trivialize the upstarts\u2014until it\u2019s too late.&#8221;<\/p>\n<p><strong>Do you have a failure resume?<\/strong><\/p>\n<p>PCOC\u2019s Hopper said you need to empower your team to make decisions and give them the freedom to create without fear of retribution when things don\u2019t go as planned. Foursight\u2019s Puccio said everyone pumps up their successes in their resumes and online profiles. What\u2019s more telling is their failures. One of Puccio\u2019s favorite assignments, as he recounted in the <a href=\"http:\/\/www.nytimes.com\/2014\/02\/09\/education\/edlife\/creativity-becomes-an-academic-discipline.html?_r=0\">New York Times<\/a> earlier this month, is to ask people to construct a resume of failure\u2014including the meaning and influence of failure on your future choices.<\/p>\n<p><strong>Lori Spear<\/strong>, Executive Vice President of the <a href=\"http:\/\/www.sais.org\">Southern Association of Independent Schools<\/a>(SAIS), told us that her organization is very aggressive about experimenting with new tools, technologies and alternative ways of doing things. &#8220;We just see things coming down the pike and we\u2019re willing to put staff and financial resources into them to see how they work.&#8221; But, Ernst &amp; Young\u2019s <strong>Margaret Weichert<\/strong> cautioned that &#8220;we ignore risk at our peril.&#8221; The startup mantra of &#8220;failing fast&#8221; is not cool in certain industries such as financial services and healthcare, she explained at last month\u2019s <a href=\"http:\/\/iaoip.org\" target=\"_blank\" rel=\"noopener noreferrer\">International Association of Innovation Professionals<\/a> conference in New York.<\/p>\n<p>For innovation to occur, the rewards must significantly outweigh the risks, continued Weichert. &#8220;When it comes to people\u2019s money or their lives, risk-taking is not always cool,&#8221; she said. &#8220;The smallest amount of risk will sink any innovation in those industries. Just because it\u2019s cool, doesn\u2019t mean you develop it. True innovation is more than just technology\u2014it makes meaningful change happen; it solves a big challenge and has a positive financial contribution to the organization.&#8221;<\/p>\n<p>Spear had a different take on risk, explaining that SAIS doesn\u2019t jump headlong into a new initiative without accountability. We\u2019re early adopters for sure, &#8220;but we\u2019re not afraid to say if something\u2019s not working then we have to back up, re-engineer it or abandon it if that\u2019s what needs to be done. For instance, we know that social media\u2019s important and we know our members are on Facebook, Twitter and LinkedIn a lot. But you can\u2019t be all things to all people and we\u2019re still refining the plan as we go.&#8221;<\/p>\n<p><strong>Conclusion: Rest and Dream (R&amp;D)<\/strong><\/p>\n<p>As regular readers know, we\u2019re fond of asking thought leaders what\u2019s keeping them up at night. More often than not, it\u2019s their smartphones and tablets. According to the Sleep Disorders Center at the University of California San Francisco Medical Center, <a href=\"http:\/\/bits.blogs.nytimes.com\/2014\/02\/09\/for-a-restful-night-make-your-smartphone-sleep-on-the-couch\/?_php=true&amp;_type=blogs&amp;_php=true&amp;_type=blogs&amp;_r=1&amp;\">smartphones in the bedroom have led to a rise in sleep-related complaints<\/a> and a contributing cause of insomnia, especially for those in their 20s and 30s. So, if you want better innovation during the day, make sure that you and your team unplug and recharge at night. That\u2019s the best time for healthy R&amp;D (rest and dream).<\/p>\n<p><em><a href=\"mailto:hankberk@optonline.net?subject=Association Adviser February Innovation feature\">Hank Berkowitz<\/a> is the moderator-in-chief of<\/em> Association Adviser eNews.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Business models and member benefits don\u2019t last as long as they used to. Can you change the fan belt while the engine\u2019s still running? <\/p>\n","protected":false},"author":24,"featured_media":921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[351,352,353,225,354,355],"class_list":["post-2460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","tag-association-management","tag-creativity","tag-diversity","tag-innovation","tag-shadow-boxing","tag-unplug"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What&#039;s the Big Idea? By Hank Berkowitz - Association Adviser<\/title>\n<meta name=\"description\" content=\"Business models and member benefits don\u2019t last as long as they used to. 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