It’s all too common for organizations to use the word “lead” in their mission statement. While this isn’t a negative quality to highlight, Garth Jordan, CEO of the American Animal Hospital Association, and Sharon Rice, Managing Director of Business Strategy at .orgSource, urges associations to think twice before using that word in their mission statements.

In their experience, organizations are more successful if they focus their energy on the value they provide to their members and consumers rather than using a catchy word to create a certain image. To members, value might mean how much “stuff” they get with their membership. However, with the rapid advancements in artificial intelligence, member-benefits like magazines or newsletters, may lose their luster over time.

This refreshing conversation redefines what true leadership means in associations and how they can go beyond the material value of a membership and create a lasting, positive impact on society and for the greater good. Listen in!