Book Catalogue

Road to Relevance: 5 Strategies for Competitive Associations

By Harrison Coerver & Mary Byers, CAE




In their bestseller Race for Relevance: 5 Radical Changes for Associations, authors Harrison Coerver and Mary Byers, CAE, described unprecedented challenges to membership organizations' relevance and defined compelling imperatives for change.

Picking up where Race left off, Road to Relevance identifies five practical strategies - ranging from capitalizing on strengths to purposefully abandoning under-performing programs and services - for successfully competing now and in the future.

Road to Relevance, the complementary companion to Race, doesn't stop at identifying the strategies.  It gives real insight into how to adapt the strategies to your organization's circumstances so that you can execute.  Case studies, adaptable examples, and provocative questions are included throughout Road to help you work through these strategies from adoption to implementation.

Operating as you've traditionally done for the last 10, 20 or more years is not a viable option, argue the authors.  Association leaders must be disciplined strategists, focusing the organizations they serve on value they can deliver and structuring accordingly to compete in the "new normal."  Use insight from Road to Relevance to lead your organization to an evermore-valued, sustainable, and relevant future.

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