I’m an advocate for associations and the impact they have on society. I believe every association, by virtue of experience and expertise, is in position to make a positive difference in our world. I think impactful work brings value to the association and society at large. And so, I have made it my business to help association CEOs craft initiatives that drive value in all three of those levels.

Last year I hosted an event called Impact: How Association CEOs Change the World, featuring Jay Timmons, CEO of the National Association of Manufacturers, and Susan Neely, CEO of the American Council of Life Insurers. Susan and Jay brought four case studies to share with us. Susan talked about her work at the American Beverage Association, uniting Coke, Pepsi, and Dr. Pepper in an initiative that reduced the caloric intake of young students. And she talked about her current work building a thought leadership platform for the American Council of Life Insurers. Jay spoke about his work with Creators Wanted and about how he was able to get a law on the books in the state of Virginia, ensuring that same-sex couples had the same rights when it comes to adoption and sexual surrogacy as heterosexual couples. All four of these initiatives had tremendous learnings.

One of the frameworks presented by Susan at the event was a Venn diagram illustrating where consumer interests, business interests, and societal concerns intersect. Susan looks for and heads to that sweet spot to create results. This Venn diagram, the case studies presented by Jay and Susan, and many footnotes, frameworks, and mental models are published here. I hope you enjoy reading it.

If you’re interested in attending future CEO symposiums like this, please send me an email, and I’ll make sure invited to the next event.


Don’t miss out on my Visionary Leadership Academy, held March 10, 2020. Learn more here. Here’s a discount code you can use to save 5%: save5fromseth