Right now, as we face the global pandemic that is COVID-19, our environment offers both the best reason and the best opportunity we’ve ever had for our industry to rapidly experiment with a purpose of spawning transformation and building resiliency.
Right now, we should start planning and executing simple business experiments, carry forward the successes, and make them our new normal.
Our historical business models and products may or may not survive this seismic episode we’re experiencing. What’s certain, though, is we cannot rely on data from the past to inform what our new normal is going to be. We need to become business scientists right now; we need to design and execute experiments to draw new conclusions about what our business models, value delivery, products, services and member experiences should be in the future.
Here are a just a few example ideas to consider:
Build your business experimentation muscle right now with a few tips:
Acting right now gives our association industry an opportunity to build expertise in experimentation, resulting in the transformation and resiliency we all seek.
If you’re ready to increase your membership organization’s revenue, connect with an entire community of purpose-driven leaders and grow yourself, we’re ready to help you do it.Learn More
Garth Jordan is the SVP and Chief Strategy Officer for HFMA. Over the past 15 years, he has served in executive roles, including three different C-level roles: Chief Operating Officer, Chief Financial Officer and Chief Strategy Officer. This purposefully-designed diversity of experience has given Garth the opportunity to lead diverse teams through strategic planning and successful execution; build businesses with excellent customer-value propositions; and develop a well-rounded business and cultural acumen geared toward achieving an organization’s goals through high-performing teams. In recent years, Garth’s opportunities to design, create and build value have expanded. With HFMA, for example, he helped create a horizontal (versus hierarchical) organizational culture that to tackled several large-scale projects at once. One of those projects included Garth designing and facilitating a complete digital transformation of HFMA’s business model, helping it achieve its goal of becoming “the Netflix of associations.” The new member services have received rave reviews to the point that HFMA’s retention rates have increased significantly. The change management required for this project alone was quite intense, and only with a contemporary, team-based approach was HFMA able to achieve success. Ultimately, for Garth, every day presents a new opportunity to: discover new connections, people and ways of thinking; design new ideas that push the envelope of continuous improvement; and build and prove value for the customers and staff for whom he works.