Lean at 10: Lessons Learned

Graphic for a live UST Education webinar, Lean at 10: Lessons Learned, featuring Elizabeth Engel, Jamie Notter, Chrissy Bagby, and Tiffany Dyar

Are you ready to use lean startup methodology to create new value for your members and other audiences, but find yourself stuck?

Maybe it’s your culture.

Join me, Jamie Notter, Chrissy Bagby, and Tiffany Dyar NEXT Wednesday, July 16 for a UST Education webinar, Lean at 10: Lessons Learned, where we’ll seek to answer questions like:

  • What are the challenges associations face in developing their ideas?
  • How can lean startup methodology help?
  • How do you effectively harness your team’s creativity and resourcefulness to ensure that you’re delivering a solution your audiences will need, use, and pay for?
  • What is the role of organizational culture in working in new ways to gain new insights?
  • What tools exist to help association execs guide their teams through the culture change they’ll need to embrace to be effective?

RSVP at https://usteducation.org/event/lean-at-10-lessons-learned/

Walking Your Talk on Innovation

Two pairs of legs and feet - one wearing black jeans and black high-top Chuck Taylors, the other wearing blue jeans and grayish blue high-top Chuck Taylors - against a background of a wall with graffiti in shades of orange and blue

I recently participated in a virtual roundtable where the topic of conversation turned to non-dues revenue and the need to experiment with new ideas in a time of rapid change (it may be trite to point out that the pace of change keeps accelerating, but that doesn’t mean it’s not accurate).

One of the participants observed that membership organizations that are experiencing growth generally have a process in place to encourage innovation. And, in fact, his own organization was “leaning in” on innovation, but he was worried they wouldn’t be successful because they lacked a process to guide them.

Of course, I immediately thought of lean startup methodology.

But I also found myself thinking of Jamie Notter’s contributions to the recently-released Spark collaborative whitepaper, Lean at 10: Culture Eats Methodology for Lunch. Jamie astutely observed that, often, associations want to do lean startup, but the culture won’t allow us to.  One of the key cultural challenges he identified was “incomplete innovation.” He went on to point out:

“This is arguably the biggest cultural challenge for implementing lean startup. This pattern, which is very common among associations, is one where a culture values the concepts of innovation (e.g., creativity, future focus) more than the practices of innovation (e.g.,experimentation, prototyping, beta testing). In other words, we’re talking the talk around innovation, but we’re not walking the walk (which is why the innovation is incomplete).”

What are the practices you need to embed in your organization to be able to walk your talk on innovation?

  • Testing new ideas
  • Experimentation
  • Risk taking

Does that sound scary?

It doesn’t have to be.

Learn more about this and the other culture patterns and practices that can impede your innovation efforts, and what you can do to overcome your culture roadblocks and innovate successfully by downloading the free whitepaper here.

Photo credit: Aedrian Salazar on Pexels

Lean at 10: Culture Eats Methodology for Lunch

Ten years ago, Guillermo Ortiz de Zárate and I co-authored Innovate the Lean Way, a free monograph designed to introduce lean startup methodology to the association industry, explain why we think it’s a good fit for us, and share some stories of associations using it successfully to test out and develop their ideas for non-dues revenue programs, products, and services.

Last fall, with the paper’s 10 year anniversary approaching, G and I thought it might be fun to revisit the topic, this time with a focus on what we’ve learned in the past decade of working with concepts, tools, and techniques of lean startup (which we still think is a very useful tool to assist associations’ non-dues revenue efforts).

That new monograph, Lean at 10: Culture Eats Methodology for Lunch, is ready and available for download at https://bit.ly/LeanAt10.

As you might guess from the title of this post, one of the main things we’ve learned (spoiler alert) is that it’s not the concepts, tools, and techniques that are the hard part – with a little time and effort, your team can learn them and become proficient. The hard part is the culture change, which explains why, in this iteration, we worked with Jamie Notter, who you may know for his excellent work on culture and culture change, to explore what you need to know and do to create a culture that will support and encourage innovation as a practice, enable you to take effective action, provide organizational clarity, and develop the courage to engage difficult conversations.

The whitepaper also includes:

  • Case studies with the American Association of Veterinary State Boards, the National Council of Architectural Registration Boards, and the National Registry of Emergency Medical Technicians.
  • A sidebar of lean startup methodology tools.
  • A series of thought questions for you to use to spark discussion with your team.
  • An extensive list of resources in case you want to dig deeper on any of the topics addressed.

As is always the case with the Spark collaborative whitepapers, it’s 100% free, and you don’t even have to provide any information to download it – you can just have it, no landing on a mailing list you didn’t ask for or having to dodge calls from us.

Are You Lean-Curious?

Small brown and white owl perched on a branch in the woods with a quizzical expression on their face

By this point, most executives have probably at least heard of lean startup methodology. You may even know that it’s used for product development, and, in the association context, particularly applicable to ideas for new non-dues revenue programs, products, or services. Perhaps you’ve heard of the Build-Measure-Learn cycle, or the idea of the Minimum Viable Product. Maybe someone has mentioned vanity metrics versus Metrics That Matter (and you can hear that capitalization in their voice) to you.

  • But what, really, is lean startup methodology?
  • Where did it come from?
  • What do all those terms mean?
  • How does the methodology work?
  • What tools exist to support the methodology?
  • How does it apply to associations?
  • Are any associations using it successfully?

Answers to all these questions and more can be found in Innovate the Lean Way, a monograph I co-authored with Guillermo Ortiz de Zárate (of NCARB at the time, now of the American Society of Appraisers) ten years ago. Yes, it’s still relevant, and G and I think that associations would still benefit from learning how to ensure they’re heading the right direction as they think about an audience of customers or members, the problem they’re trying to solve for that audience, and their potential solution to that “problem worth solving.”

Are you read to dive even deeper? Check out my new Lean Startup Series of services.

Regular blog readers may also notice that I’ve been revisiting lean startup concepts pretty regularly over the past several weeks. There’s a reason for that, which will be revealed next week. (Can’t wait that long? Click here.)

Photo by Dominik Van Opdenbosch on Unsplash

Think Like a Startup

Build-->Measure-->Learn cycle graphic in blue and orange

“What would it look like if our associations acted like a startup?”

I was honored to be featured on a recent Professionals for Association Revenue podcast with my client Chrissy Bagby, Chief Strategy Officer, American Association of Veterinary State Boards.

Chrissy and I talked about the principles of lean startup and how AAVSB is using them to identify a real and significant problem for new audience and beta-test potential solutions to find the one that will work for that audience, at a price they’re willing to pay.

Check it out at https://mypar.org/podcast/aavsb-innovation-startup/.

Prefer to read about it? Check out Innovate Smarter on the PAR blog.

Want to learn more? Check out Innovate the Lean Way, a monograph I co-authored with Guillermo Ortiz de Zárate (currently Chief Executive Officer and Executive Vice President, the American Society of Appraisers, although he was at the National Council of Architectural Registration Boards at the time) in 2015.

Image credit: Steve Blank

Be the Solution

Rubik's cube on a white background

Why do people associate in the first place?

We come together because we have a goal we want to achieve or a problem we want to solve that has proved resistant to individual fixes.

I was reminded of this yesterday, as I joined the first Prometheus First Tuesday conversation of 2025.

I joined the breakout room on the topic of membership marketing. One of the participants shared that his members, classroom teachers, are stressed for time and money (and other resources), so they tend to request bite-sized learning and content they can easily implement in the classroom immediately.

Sounds (relatively) easy, right?

Well, not if your customary approach to creating professional development has been to focus on traditional multi-week courses.

So we brainstormed some of ways to chop up the association’s existing PD offerings into just-in-time, highly digestible, immediately applicable chunks.

The main one? Put together a member task force to address it. They’re the experts in what pieces are most useful, what delivery formats will work, and what classroom teachers need to take away from the modules, both in terms of what they’ll learn and in terms of specific tools and techniques.

This led to a larger discussion of what it means for associations to be solution providers for members.

As Anna Caravelli and I discussed in our 2015 whitepaper, Leading Engagement from the Outside-In, what we should be after is “level four” engagement, where:

Organization is product-agnostic. It seeks a network of partners to serve customers’ needs.

Taking this perspective is both liberating – the association doesn’t have to create all the solutions for members and other audiences, but can also point people to solutions provided by other organizations – and a little scary, as the association gives up control over those solutions and invites other players into the relationship.

This is perhaps even more important in 2025 than it was in 2015, as the volume of AI-generated “slop” proliferates online.

Information has never been easier to come by, which is a serious potential problem for associations that have long positioned ourselves as primary sources for the professions and industries we serve. However, good, valid, useful, accurate information is becoming increasingly hard to find, which represents an opportunity for associations to curate solutions and information for our members and other audiences, regardless of who created those solutions and that information in the first place.

Photo by Volodymyr Hryshchenko on Unsplash

Associations Evolve: 2025 & Beyond

Associations Evolve 2025: Answers for Associations text over a grid of author headshots

The latest edition of Associations Evolve just dropped.

I’m honored to be included with 39 of my very smart association peers in this FREE annual publication, packed with advice designed to help associations worldwide get ready for what’s next in an environment of ever-accelerating change.

Inside, you’ll find:

  • Strategies for embracing AI without losing the human touch
  • Fresh takes on membership models that engage and inspire
  • Real stories of resilience and innovation from associations worldwide
  • Practical tools to help you adapt and thrive

Plus my piece, Innovate the Lean Way, introducing the key concepts in lean startup methodology and explaining why I think it’s an ideal approach for associations to take to evaluating new ideas for non-dues revenue programs, products, and services.

Whether you’re planning for the future, navigating technological shifts, or rethinking member engagement, this journal has been designed to spark ideas and provide practical guidance.

Download your copy at: https://bit.ly/AEJ2025.

The Circular Economy

Ellen MacArthur Foundation circular economy illustration

What is the circular economy? Why does it matter to associations?

Per the U.S. Environmental Protection Agency:

“A circular economy reduces material use, redesigns materials, products, and services to be less resource intensive, and recaptures ‘waste’ as a resource to manufacture new materials and products.”

This is in contrast to our more customary linear economy, “in which resources are mined, made into products, and then become waste.”

The Ellen MacArthur Foundation has created a useful graphic to illustrate how this works, which is the image for this post (to see a larger version, visit: https://www.ellenmacarthurfoundation.org/circular-economy-diagram​).

This graphic breaks all human activities down into two cycles: a biological cycle and a technical cycle. In the circular economy, all activities derive from and return to renewable sources throughout their entire lifecycle.

Once a material enters the cycle, the main question becomes: How do we eliminate waste?

The biological side is easy to understand, as we’re already familiar with natural restoration processes. As long as we do not take too much at any one time, or pollute natural resources beyond their ability to recover, any natural resources humans use can be fed back into the system in order to regenerate nature’s own stock. If you compost food or yard waste at home, you’ve already seen this process in action.

On the technical side, users and manufacturers share responsibility for eliminating waste.

The first level tasks users with sharing resources. In practice, that looks like Zipcar, public transportation, borrowing tools from a neighbor rather than buying, or checking out books and other resources from your local library.

The second level involves both users and manufacturers in maintaining or prolonging use. Manufacturers are tasked with developing durable, affordable, easy-to-repair products, and users are tasked with taking the trouble to repair those products when they break rather than just throwing them out. Even now, many municipalities offer free hands-on repair clinics, where people can bring in broken items and learn from experts how to fix them, with the necessary tools provided.

On the third level, reusing and redistributing can happen in a one-to-one user way, for instance, via Buy Nothing groups and neighborhood-based “curb-cycling,” or at a larger scale via thrifting and second-hand shops or even at the level of the original manufacturer taking used products back and reselling them. If you’ve ever bought a used car, you’ve participated in this process.

The fourth and fifth levels depend on manufacturers to refurbish products, break them down into their component parts for use in remanufacturing, or recycle base materials into something new.

In all cases, the goal is to minimize anything that drops entirely out of the system, e.g., “systematic leakage and negative externalities,” and to learn to live with less.

Questions for associations:

  • What resources might your association be able to share with another organization? Office space or equipment? Exhibiting materials?
  • If you sell or give away any physical objects, can you ensure that they’re durable and well-made, able to be used, repaired, and re-used over the long term?
  • Can you make it a policy to select vendors for durable goods your association purchases that have processes for refurbishing, remanufacturing, or recycling those goods when they’re at the end of their useful lifespans?

(excerpted from ​The Time Is Now: Association Resilience and Adaptation and the Anthropocene Climate Disruption​ – full text freely available at https://bit.ly/3qK5EfZ​)

Association Climate Action Coalition Launches Resource Library

Association Climate Action Coalition resource library

The Association Climate Action Coalition, a Community of Practice of experienced association consultants, executives, and advisors who have convened to address one of the most pressing issues of our time, has just launched our new Resource Library.

The library offers podcasts, webinars, white papers, articles, tools, news, and other resources related to the Anthropocene climate disruption; the ways it will affect associations’ internal operations, member-facing programs, products, and services, and the professions and industries associations serve; and what associations can do to develop resilience and prepare to adapt to the challenges we currently are facing and will face in the future.

Main categories include:

  • Adaptation: Resources for changing how we work, associate, and live
  • Association Climate Good Practices: Share your own or other good practices you find
  • Climate News: Latest information on what’s happening with our changing climate
  • Conversations: Webinars, podcasts, and interviews on associations and climate change
  • Data & Statistics: The science of the climate crisis
  • Government & NGO: Laws, regulations, and official acts
  • Opinions: What do you think?
  • Tools: Resources to help you calculate and reduce your carbon footprint

The information is organized around our three guiding principles of knowledge, culture change, and action.

Join us on the AC3 Breezio site (you will have to create a user account, but it’s free thanks to the generosity of the Breezio team) to learn more and share what your association is doing to respond to this “wicked problem.”

 

Big Footprints: How Associations Are Becoming More Sustainable

Engaging in the Next podcast logo

In the latest episode of the “Engaging in the Next” podcast, I had the opportunity to chat with Colby Horton and Frank Humada about why it’s crucial for associations to take action on climate change and sustainability.

Our conversation addressed  the importance of measuring and actively reducing carbon footprints, urging associations to move beyond relying on carbon offsets. We discussed examples of innovative practices within the association space and encouraged organizations to set small, attainable goals while leveraging their collective power to advocate for impactful environmental policy changes.

(We also got into being a foodie, heated sports rivalries – GO BIRDS! – and jazz.)

Check it out at:

The whitepaper we discussed is freely available at https://associationclimateactioncoalition.com/.

Also, the Association Climate Action Coalition has a free online community (thanks to the generous support of the team at Breezio) where association execs can gather to share resources and good practices, ask questions, and get advice for developing resilience and learning how to adapt to climate change at https://ac3.breezio.com/.