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Do you want your association to grow, remain relevant, and be a market leader? If so, Getting Association Strategy Right is the course for you.

Seth loves strategy. Why? Because strategy provides escape velocity, the ability to These heights can be measured in three ways: growth, relevance, and market leadership. These three results are so important that Seth has built this video series that shows step-by-step how he does strategy for his association clients.

Here is what a well-formed association strategy can do for you:

  1. Growth – Increase membership, revenue or market penetration
  2. Relevance – ensure your members and potential members know that to stay current, be the first to know, they must belong to your organization
  3. Market Leadership – dominate in your niche, be the go-to organization for the mission impact you provide

Earn 2 hours of CAE certification credits when you take and pass the included tests


Seth will be folding in everything he has learned over the last 15 years working with stellar leaders, their boards and senior leadership teams. He will show you his personal 7-step model to develop the kind of strategy that can take your organization to unprecedented impact.

Curious? Here are the seven steps:

  1. Leadership – Learn who should drive the process to create the best results and how.
  2. Market Intelligence – Identify and analyze what’s going on in your space including your sector and your members’ work worlds.
  3. Member Intelligence – Find out exactly what members and potential members care and don’t care about.
  4. Opportunities and Challenges – Identify unique possibilities for growth and the issues that will hold you back.
  5. Make Informed Decisions – Help your board make the right, business savvy choices for your organization.
  6. Organizational Capability Assessment – Do you have what it takes to seize the opportunities? If not, what to do?
  7. Game Plan – Operationalize your strategy for execution – without execution, it’s all for naught.

In addition, there are two unique viewpoints Seth brings to what makes a great association strategy:

  1. Visionary Leadership – How you and your volunteer leaders can deliver the future to your members and partners in ways that create undeniable value!
  2. Creating the Social Movement – Spark the buzz that infuses your board, staff, members and partners with enthusiasm that drives results.

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Visionary Leadership is a CAE Approved Provider. This program meets the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. We will maintain records of your participation in accord with CAE policies.

For more information about the CAE credential or Approved Provider program, please visit www.whatiscae.org. As a CAE Approved Provider educational program related to the CAE exam content outline, the programs listed above may be applied for 2 hours of credit toward your CAE application or renewal professional development requirements. Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program.

Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.