'The Competition Within': A Must-Read Book for Every Association

This is a unique blog, as it is a community blog by and for business associations, the only one of its kind. All the posts thus far have focused -- rightly -- on the business and policy issues of our participants. But since this is a blog by and for associations, I thought it worthwhile to sound the alarm on an important book that every association should read, and ignores at its own peril.

The book is called, "The Competition Within: How Members Will Reinvent Associations," by long time association practitioner and consultant Rebecca Rolfes. This was one of those rare books that after a few pages, I grabbed a pad and pen and sat it next to me, furiously scribbling notes as I read. It is thoroughly thought-provoking and insightful. "Associations must rethink member engagement strategies," it says, "and reinvent their business models to stay relevant in an age of online community, social media and globalization."

Here's the description from the website, which sums up this important book far better than i could:

"The book aims to show that the biggest competition today's associations face is not other associations, or even for-profit organizations. Competition is coming from the fact that the way people feel about joining an association--and what they expect from their membership--is changing.

When technology offers what author Clay Shirky calls 'the power of organizing without organizations,' why pay dues? When global markets are interested in only a part of an association's offering, how can associations afford to operate as they always have? When people manage their lives from any device with a wireless connection, why join an association with rigid ideas about boundaries? When social networks remove the overhead of running an organization, when like-minded individuals in any specific area are only a click away, why tie yourself to an association where one size must fit many?"

"The Competition Within" is a quick and easy read, but one that speaks directly to those involved in the association world and who necessarily must be thinking about their future in the switched on, social media-dominated world. From meetings to publications to standards, the fundamental business model of associations is being challenged - and must change.

As I said at the outset, association execs ignore this book at their peril. Do yourself a favor, head on over to Amazon and buy a copy today.