Chapter 3

Commitment to Analysis and Feedback

Commitment to Analysis and Feedback: Consistently exhibiting data-driven strategies and dialogue and engagement, with a CEO who serves as a broker of ideas.

Remarkable associations make a practice of aligning their products and services with their mission and keeping members at the center of their universe. But how do they know whether they have hit the mark or missed by a mile? By asking over and over, again and again, in every conceivable way.

Associations in the study group were continually learning about the environment in which they and their members operate. They didn’t restrict themselves to formal research—which all did and did well—but looked for every opportunity to hold conversations with ...

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