You can't predict the future but you can design it.

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The future runs in all directions. How will you choose which way to go? We provide the compass points to navigate your organization to its preferred future.

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To help members succeed, associations must understand how to satisfy their members' customers. In his article "Customer's Customer Analysis and Demand-Driven Association Stategies" in the Journal of Association Leadership(PDF), The Forbes Group's Chief Economist Rick O'Sullivan tells how and introduces the "association revenue matrix," a new way of looking at associations' four key constituencies.

"DEFINING THE FUTURE©"  Bruce Butterfield, CAE, APR, President, The Forbes Group -- This is a chapter from the American Society of Association Executives new book Professional Practices in Association Management released in 2007.  It is no news that the world of associations is on the cusp of fundamental change. The unanswered question is what to do about it. This change is being driven by globalization; the creation of modular relationships that supersede industry and professional boundaries; the technology of connection that permits wide and instantaneous sharing of information and knowledge; and the entrance of the Millennial generation, the most collaborative generation in human history, into the workforce. Read the Article.