The world of associations has changed, bringing new challenges for leaders defining their association’s role. While the path forward may feel uncertain, achieving strategic clarity isn’t just possible—it’s within reach.
Many associations have plans but lack a clear destination—like flying with a flight plan but no set arrival point. Without crystal clear strategic direction, associations risk losing relevance and momentum.
To move forward with confidence, leaders must go beyond working harder or creating another strategic plan. The key is making deliberate choices that define direction. This comes before and informs the strategic plan. Patrick Lencioni’s six clarity questions offer a simple, effective way to define strategy and align teams, even in uncertainty.
- Why Do We Exist?
Every association needs a compelling reason for existing—its core purpose. The answer should be idealistic and high-level. Why do you get up in the morning and do the work you do? Is it to change the world in some way, improve the lives of your customers, advance a cause, or because you love an industry? Whatever the reason, it must be clear and resonate with everyone.
- How Do We Behave?
Core values define culture and set expectations for staff, board, and members. They must drive behavior and decisions—not just exist as words on a website. A useful exercise: identify your top employees or members and analyze what makes them exceptional. How do they behave? Then, either re-evaluate your current values or re-focus on reinforcing them daily. Your values, when lived-out, will attract and align staff, members, and volunteers.
- What Do We Do?
This question requires a straightforward answer. No fluff, no jargon—just a simple, clear statement: We provide these services to these people. Getting precise about what your association actually does ensures clarity in execution.
- How Will We Succeed?
Your association needs three competitive anchors—distinct elements that differentiate it. The biggest competitor isn’t another association; it’s doing nothing. The status quo is powerful. But what if your organization excelled in three areas so well that joining became a no-brainer?
Spreading efforts too thin risks mediocrity; it makes it harder to excel in key areas that drive real impact. Instead, pick three strategic pillars that define success. Not four. Not five. Three. These should be so strong in execution that they naturally attract the right members, volunteers, and staff.
A great example: Southwest Airlines built its success on three anchors—On Time, Low Fares, Loyal Customers. They weren’t trying to build the biggest network or the best premium product. Every employee aligned with and executed on these pillars, fueling consistent success for over 40 years.
What are the three anchors that will set your association apart?
- What Is Most Important Right Now?
Associations juggle multiple priorities—conferences, education, membership, finances, governance—but often lack a single, overriding focus. A short-term rallying cry ensures strategic progress rather than just maintaining day-to-day operations.
Borrowing from The Four Disciplines of Execution, ask: If every area of our association stayed the same, what one change would have the greatest impact?
Examples:
- Fixing a critical operational weakness
- Expanding outreach to the next generation of members
- Launching a new non-dues revenue source
A clear rallying cry increases collaboration, alignment, and accelerates strategic progress beyond the day-to-day.
- Who Must Do What?
Strategy is meaningless without accountability. Clarity in roles ensures execution. First, define who is responsible for key actions. Second, ensure every board and staff member understands their role in driving strategy.
A great way to create alignment: Have each team member write down their role and take turns soliciting feedback. This ensures 100% clarity on what our team needs from each role.
The Power of Clarity
Strategy is not a document—it’s action. Successful associations take a stand, define their role, and align every staff person, board member, and association member around these six questions. Alignment is simply every person speaking the same answer to the same questions. Without this clarity, engagement suffers, leadership turnover disrupts progress, and membership declines because there is no compelling long-term vision.
Every board member, staff member, and leader must have the same answers to these six questions. They aren’t abstract concepts—they are the foundation for a thriving association in a changing world.
Define your destination with clarity, and set your association on a path to success. Associations that commit to clarity will be the ones that thrive.
About Mark
Mark helps leaders build mission-driven, collaborative teams. As a speaker, consultant, and former association president, he understands the challenges of shifting priorities, member engagement, and board alignment. Whether you need a strategic advisor to bring clarity to your direction or a dynamic speaker to help your leaders break down silo mentalities and work better together, Mark equips and inspires teams to strengthen collaboration and build a thriving association.
Let’s connect – Schedule a call with Mark today or email mark@markskenny.com.
