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600 W. Fulton Street
Chicago, Illinois 60661
In his 25+ years of working as a partner to both associations and some of the biggest, most forward-thinking for-profit companies, author James E. Meyers has seen all sides of the strategic planning spectrum: organizations that face the future by hiding in the corner, hoping it’ll all go away, and those that careen headfirst into a fail-fast approach. For many associations, success comes in the gray area in between.
To be truly future-focused, you need your members to think about you as providing an essential service, one that they are unwilling to do without.
How do you do that? You make your association essential to your members’ lives.
In this book, Meyers explains how association leaders can think bigger, inserting their organizations into the most pressing issues of our day to be on members’ minds all the time. Association leaders will learn:
"Is your association stuck? Not sure of your vision for the future? If so, then this is the perfect book. I'm afraid that those who don't take this advice will not become essential … only irrelevant."
Founder, Content Marketing Institute, and author of five books, including Killing Marketing
"I love books that challenge convention in thoughtful ways designed to achieve a result instead of a reaction. From the importance of rich intelligence to touchpoint audits, and sprinkled with appropriate reality checks, Becoming Essential illustrates many actions to aid in the ongoing pursuit of relevance."
Chief Marketing & Communications Officer, ASAE, The Center for Association Leadership
"It is not new that the way we do business is changing and to remain relevant, associations need to change with the times. But how do you do it? Becoming Essential provides insight into the way the most dynamic associations think and act."
Founder & Managing Director, Mahlab
"A confluence of forces has changed the way associations must operate. Both trade associations and professional societies are challenged to demonstrate value to their members. Becoming Essential provides insights and thought-provoking perspectives. A great reference book for association professionals."
Robert Weidner III
President & CEO, Metals Service Center Institute