Association leaders have the unique opportunity to enrich America and sometimes even the world by harnessing the expertise and experience of their members. I am most interested in those initiatives that not only serve society, but serve the organization, the association itself, the members, and even the members’ customers.

Last year I hosted a symposium with CEOs of associations entitled “IMPACT: How Association CEOs Changed the World.” My special guests were two of the best minds who create the most stellar results in the association leadership space: Jay Timmons of the National Association of Manufacturers and Susan Neely, CEO of the American Council of Life Insurers. Through storytelling, both Jay and Susan took our group of 35 CEOs behind the scenes of campaigns they have run or are running presently.

Today, I’d like to focus on a story that Jay told about his current campaign, an extraordinary initiative called Creators Wanted. Jay says that when most people think of manufacturing, they think of dark, dirty, and dangerous work. But that is not what manufacturing is today. Today we have engineers and researchers, people with advanced degrees, and people with no degrees who are engaged in inventing some of the most significant innovations our country will ever see.

Jay wants people to recognize that manufacturing can be a fascinating job choice, that it can provide professional reward, as well as significant remuneration to many of the people who are looking for jobs. It’s exhilarating, actually. I had the opportunity to go to NAM’s YouTube site about Creators Wanted and take a look at some of the videos and learn about what manufacturers are doing today. Check it out here!

To learn more about the wonderful insights that Jay and Susan shared at our meeting, download my report here. And if you didn’t get an invite to this event and want to be included in our next symposium, email me.