Words Matter: Focusing on ‘Profession’ and ‘Industry,’ Not ‘Member,’ as a Hack for Broader and Bigger Thinking for Boards and Association Leaders
By: Silvia Quevedo for American Society of Association Executives
One simple shift in language can help boards and leaders break out of old patterns and drive strategic, future-focused thinking—even amid current challenges in the U.S. Learn how (and why) to make this change with real-world examples that demonstrate how small wording adjustments inspire bigger impact.
In honor of Hispanic Heritage Month, observed each year from September 15 through October 15, we’re highlighting the vital contributions and voices of the Hispanic and Latino communities within associations and beyond.
Now more than ever, association leaders and their boards need to lean into discussions that focus on impact on the profession and industry. This is especially true for professional societies that do not have large government affairs and advocacy budgets, staff, or expertise. We have seen the renewed threats to nonprofits, elimination of grant funding, decimation of government agencies, dismantling of institutions, rejection of DEI and Inclusivity (as well as good basic science), tariff threats, and geopolitics that impact every single industry regardless of any political orientation.
The Promising Hack
It is time that our professional societies start talking about impacts to professions and industries vs. “members.” I believe the simple hack of swapping “member” for “industry” or “profession” can help our boards and staff think about the bigger picture and make Bolder, better decisions. We want our boards to be fit for purpose, strategic, and engaged in foresight, so why not support this by changing some of the words we use? Take for example the following conversations, common among boards and staff executives:
- How will this program, resource, event, or strategy impact our members?
- What do our members want in events, resources, and educational programming?
- How will we engage our members in taking advantage of all we have to offer?
- Is our strategic plan still relevant for our members/association?
You get the idea. My advice is that we start changing (or adding) questions, such as:
- How will XX impact our industry/profession?
- What does the profession/industry need from events, resources, and educational Programming?
- How will we engage the profession/industry in taking advantage of all we have to offer?
- Is our strategy still relevant or helping advance the profession/industry? (Deliberately stating strategy and not the strategic plan, which is often too long and too tactical, leaving little room for agility and innovation)?
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