Innovation has to be a strategic priority for associations because our organizations don't just serve a set of members/customers. Every association is the champion of a set of core beliefs that make a real difference (or don't, if you get my drift) to the work of entire industries, professions, or other fields of endeavor. And, as we all know, while our members and customers will change over time, our guiding ideals are designed to be constants. We must innovate, therefore, to meet the ...

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