Daily Archives February 22, 2013

Ice Cream and the Civil War – The Next Steps for Providing the Value that YOUR Members Want

The South attacked from the north.  And the North attacked from the south. What insights from the battle of Gettysburg are there for associations? Consider some basic principles. Transactions grow up into Transformation As business matures, and competition increases, most products and services become more transactional.  Specialized offerings get more competition, which forces everyone to sharpen their pricing, or get some sort of edge.  Eventually products become so generic that the market evolves into a “big box store” or morphs into high value offerings.  Consider the overrun of Sears by Wal-Mart (transaction) and Nordstrom (transformation).  When you want a makeover
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