I’m working on a speech and am trying to build a value chain slide for the association. An association executive showed me her existing strategy map last weekend before sending out an RFP for a strategic planning consultant. Thinking about those two things together, I wondered what was missing, why neither of these two things worked.
The word “clout,” more specifically the missing word clout is what I’ve finally decided.
Associations say that they want to be “the most respected,” “the leading,” “the global authority.” What they don’t say is that their ultimate goal is clout. Even principally lobbying associations never use the word clout.
Associations want someone to listen to them. They want to matter, not so much to be important (although they wouldn’t mind) but to be able to influence things on either a big stage or a small one.
Clout has unattractive connotations. It smacks of strong arming, of no voice for the little guy. But, be honest, isn’t that what it boils down to?
Critical mass gives you clout, which goes to membership numbers. We have more senior citizens as members than anyone else. We represent more Hispanic business owners than anyone else. Our members employ more service workers than anyone else. Therefore, you should listen to our lobbying agenda, you should buy ads in our publication and on our website, you should adopt our standards.
Don’t think of it as a value chain; think of it as a clout chain.
