A recent headline in the State Journal-Register read, “As Florida citrus fades, farmers find diversity.” Citrus acres are down by nearly half since 1998, and citrus farmers are turning to agritourism (festivals, mazes, farm education and retail stores) and new crops (strawberries, pumpkins, peaches, broccoli and cauliflower) to reduce reliance on citrus. It made me think about one of the roles associations play: trail guide.
When profitably is challenged, change accelerates and new ways of doing business enter an industry. Associations can help by providing access to case studies, early adopters and outside experts. Traditionalists may grumble but associations can provide value by being path finders for members. This type of programming may not show up at an annual meeting but it’s perfect for think tanks and single focus meetings. When times get tough, associations can lead the way. It takes courage and perseverance to do so, however, as my experience is that many association boards prefer to take a “wait and see” attitude rather than a “lead and prosper” one. By the time they are ready to move, the train has often left the station.
Author and consultant Seth Kahan says, “…the same circumstances that are causing discomfort are also midwifing the future.” He’s right. Instead of bemoaning the discomfort that comes with changed circumstances, look for opportunities to enhance and advance your program and service offerings. Your members will benefit and so will you.