The Key to Association Growth
How Product Systems Lead to Deeper Connection, Longitudinal Value, and Diversified Revenue
Summary
Because of its multiple meanings, I love the concept of growth. Growth can be interpersonal or professional; it can be financial or economic. Growth can be reaching more people or reaching them in ways that spark and sustain authentic community. Growth can be the multiplier effect of deep impact.
This is an article about leverage, innovation, and community. It’s about knowing our members enough to create indispensable journeys for them. I will introduce the concept of product systems, provide examples, and address how to get started.
I lead the product community, a product development learning community designed specifically for associations. Let’s compare ideas and build something great.
What is a Product System?
“As products become components of larger systems, the customer value proposition broadens.”
Though they can be fun and have usable value, I get frustrated that a lot of associations lean so heavily on the annual meeting for engagement and revenue. Why?
They offer single-use, one and done content and experiences
They often only happen once a year
They only reach twenty to forty percent of members
They are revenue cash cows that can dominate staff capacity
How might we do things differently? One way is to position the annual meeting (and the rest of our offerings) as a product system in which members engage meaningfully over time.
A product system is when our offerings work together instead of standing alone. Instead of separate, disconnected pieces – a conference here, a webinar there, some articles over here – everything connects and builds. When someone learns something in a workshop, they can immediately find related resources, connect with others working on similar challenges, and access tools to help them apply what they learned.
It's kind of like the difference between a toolbox full of random tools versus a well-organized workshop where every tool has its purpose and they all work together to help you complete projects. In a product system, associations are less like a vending machine (insert coin, get snack) and more like a gym (ongoing membership where everything is designed to help you get healthier over time). Members don’t just buy individual events or resources; they become part of an ongoing system that helps them grow personally and professionally.
The success of a product system relies on feedback loops where member engagement and outcomes inform continuous refinement. When someone applies what they’ve learned and shares their results, that real-world application becomes part of the community, enriching the experience for future learners. This creates what we might call value compounding where each interaction increases the system's overall worth.
The Elements of a Product System
“Don’t just build a simple product. Build a simple customer journey.”
Product systems rely on building a cohesive, connected member experience rather than a collection of separate offerings. This is a fundamental shift from transactional, event-driven engagement to an interconnected ecosystem of value creation that compounds over time. Rather than delivering isolated experiences – conferences, webinars, publications – a product system creates a network of touch points, resources, and interactions that work together to drive continuous learning. To understand how they work, let’s look at its features:
Outcome-Focused. Traditional associations measure success through attendance figures, renewal rates, and event satisfaction scores. A product system shifts the focus to measurable outcomes and capability development. Members aren't paying for access to events; they're investing in their capacity to solve problems and drive innovation. This transformation requires outcome tracking. Instead of asking "How satisfied were you with today's session?" the system captures "What specific challenge are you now equipped to address?" or "How has your approach to problem-solving evolved?" Members become co-creators in a learning ecosystem rather than consumers of predetermined content.
Cross-Functional Collaboration. The success of a product system relies on working across silos. When marketing professionals engage with data scientists around member behavior challenges, when volunteer leaders collaborate with technology leaders on system optimization, the resulting insights transcend what any single person could achieve alone. The system facilitates these connections through matching algorithms, cross-functional project teams, and structured problem-solving frameworks that require diverse perspectives. Rather than organizing by professional tracks, the system organizes around challenge domains that naturally draw expertise from multiple fields.
Leverageable Value Creation. Building a product system requires rethinking the association's value proposition. Content creation shifts from broadcast to collaborative, with members contributing case studies, frameworks, and methodologies. Learning pathways become personalized based on individual goals and challenge areas rather than following predetermined curricula. Good software supports continuous engagement rather than periodic events. The platform captures micro-interactions, enables peer-to-peer learning, and provides tools for collaborative work. Data analytics inform both individual learning recommendations and org-wide program development.
Sustainable Engagement. Perhaps most importantly, a product system creates its own momentum. As members achieve meaningful outcomes through the community, they become advocates and contributors. Their success stories attract new members while their continued participation enriches the system for everyone. The association evolves from service provider to experience orchestrator, facilitating value creation rather than simply delivering predetermined content. This approach transforms the fundamental relationship between association and member from vendor-customer to collaborative partner. The result is deeper engagement, more meaningful outcomes, and a sustainable competitive advantage that's difficult for traditional models to replicate.
The transition to product systems requires significant organizational change (from content development processes to success metrics to evolved staff capabilities) but associations that successfully implement product systems position themselves as indispensable partners in their members' professional growth rather than optional service providers in an increasingly crowded marketplace.
How To Get Started
“Community is where trust is built before a single click lands on your website. It’s where preferences are formed, recommendations are made, and product comparisons unfold. The most successful brands don’t just market to customers; they activate them. And that’s what makes community possible.”
Joshua Zerkel
Getting into product, no less product systems can seem intimidating. Instead of viewing product systems as a massive overhaul of our mindsets, practices, and organizations, think of it as a series of stepping stones to meet members where they are. With practice, over time, I promise it gets easier. Here are three practical starting points that can build on existing association strengths.
Connect Experiences. Start by linking your existing resources in meaningful ways. Instead of having standalone webinar recordings, white papers, or articles, create learning pathways that connect related content. For example, if you have a webinar on leadership challenges, link it to relevant case studies, follow-up discussion guides, and practical templates members can use immediately. The key is adding context and connection. When a member accesses one resource, they see the next logical step in their learning journey. This doesn't require new content creation, just thoughtful curation and linking of what you already have. Add simple reflection questions or action items to each piece to encourage application rather than passive consumption.
Track Outcomes. Rather than launching entirely new initiatives, retrofit your current programs with outcome measurement. After workshops or training sessions, follow up with participants 30, 60, and 90 days later asking specific questions: What did you implement? What challenge did you solve? What obstacle did you encounter? Create a simple repository where members can share these real-world applications. This serves dual purposes: it provides valuable feedback on program effectiveness while creating a library of practical case studies that enhances future programming. You're essentially turning your existing content into a learning laboratory.
Facilitate Problem Solving. Identify three to five common challenges your members face and create structured opportunities for them to help each other solve these problems. This could be as simple as monthly challenge circles where members present real problems they're facing and receive input from peers with relevant experience. Document these problem-solving sessions and the solutions that emerge. Over time, you'll develop a dynamic knowledge base of member-generated solutions to real-world challenges. This approach leverages your members' collective expertise while creating valuable content that directly addresses their needs.
These three actions require minimal additional resources but begin shifting your association from content distributor to learning facilitator. Each builds naturally toward a more comprehensive product system as you gain experience and member engagement.
Growth Personified
“The best cross-functional teams feel less like structures and more like ecosystems. Alive, resilient, able to take a hit, adapt, and still move forward because the relationships inside are stronger than the chaos outside. If you can build that way, if you can work that way, you are not just ready for 2025. You are ready for whatever comes next.”
Members desire connection. They want to learn and be ready for an unknown future. Most associations fulfill these needs, but I think there’s a better way. I’m deeply intrigued by the creative ways we can further our professional journeys. The best associations are robust communities in which we find kindred spirits, build bridges, and solve tough problems.
A product system approach to innovation emphasizes growth and connection. It is how our associations become indispensable. Instead of dribs and drabs, here and there offerings, product systems help members visualize and experience connected experiences that help members solve problems and advance their careers.
Everything feeds into everything else, creating more value than the sum of its parts. As it changes possibilities for members, it creates opportunities for association leaders. Instead of asking "What event should we create next?" we start asking "How does this fit into our members' ongoing journey, and how does it connect to what we already offer?"
I lead the product community; we are a learning community because we believe great relationships help us create the value our members want. Remember, product-led growth fuels connection. Join the product community and flip your destiny.
About the Author
James Young is founder and chief learning officer of the product community®. Jim is an engaging trainer and leading thinker in the worlds of associations, learning communities, and product development. Prior to starting the product community®, Jim served as Chief Learning Officer at both the American College of Chest Physicians and the Society of College and University Planning. Please contact me for a conversation: james@productcommunity.us