I’ve been sitting on the sidelines for a few months observing how companies and associations connect with one of their most vital assets: their customers and members (since these two groups share so much in common, I’ve coined the term custo/member). What I’ve noticed is this: the best businesses are embracing the natural attraction that occurs when marketing, service, and design are aligned with the desires of their custo/members. They’re creating passionate custo/members by energetically creating the conditions for loyalty and return business.

Now I’m back as an active participant; I’m the Director of Membership for a non-profit professional society. While non-profits have been pulling ideas for the corporate world for a while, I think the for-profits could learn a bit from how associations relate with their members. My hope is that this blog will be of value to both types of businesses and those who work for them.

This is the time to do something different, something that’s never been done before. Our custo/members are waiting, but not for long. It’s up to us to connect to them in deeper, more meaningful ways. Now, let’s have some fun.