The Product-Led Association
The Product-Led Association
Letting Value-Creation Drive the Conversation
The Member-Driven Association
What does it mean for your association to be member-driven? Many associations may argue that membership is a core (if not only) reason for existence.
After all, it’s where your (dues and non-dues) revenue comes from, right?
In contrast, I would argue (somewhat provocatively) that most associations are actually departmentally-driven. That is, they may say they are learning-driven or member-driven, but because they are organized departmentally, reporting lines becomes the lens through which value is created and delivered.
Despite best efforts, this also means that the core business of your association – creating value for your current and future members – is probably fragmented.
The Product-Led Association
The product-led association focuses your organization around value creation so that you deeply understand who you serve.
You know what problems they need to solve and you have the proper methods, processes, capabilities, capacities, and culture to help solve them efficiently and sustainably. Yes, that’s a mouthful. Here are some steps to start reorienting your association around product.
Product led is customer first. A product-led association aims for value and focuses on outcomes. As associations are people organizations, products are the value you create and deliver. This value derives from understanding the problems your market needs to solve.
Stop behaving on a whim. Know more clearly who your customers are, what they want, where they’re going, and how they like to engage. Go further: don’t just follow your market data give them what they want. Exceed their expectations by offering an old offering in a new way.
Distinguish between opportunities and distractions. Do you know why you do what you do? Can you compare your products, programs, or services? Do you know how to create your next product? Do you know how to create it in a way that you can maximize both the effort and the return?
Align the people who create the stuff with the people who sell the stuff. Easier said than done.
Become closer to your customers. Move beyond pithy marketing research or membership data, and build authentic connections and relationships with your members.
Focus on value-creation. This is one way of describing your existing portfolio – events, courses, membership, webinars, podcasts – but in a way that’s more accessible, interdependent, and leverageable. Use the underlying value of each product to create longitudinal, connective journeys.
Monetize engagement. People who like what you do will engage. People who are engaged will draw more people who want to be connected. The more people are connected and believe in what you do, the more they will spend money. In essence, with a product-led approach, you will always deliver clear value.
Design for multiple-scale paths. Think and behave interdependently as a team, but also in what and how you create value for your customers.
Force the culture conversation. Properly executed, a product community will result in a renewed momentum, sharpened focus, and a shift from departmental fragmentation toward association-wide ownership of how you create and deliver value for your members. In short, product communities push associations to achieve a healthy operating culture.
Invest in the vision! Associations commonly argue there’s no room in the budget for investment. Thriving associations invest shrewdly with a clear eye on the future and the persistent belief that value creation is perpetual.
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.