“I vividly remember taking centering breaths as the elevator descended to the lobby. My shoes clicked on the immaculate marble tile floors. Honestly, I felt like I was going to throw up. I was a seasoned professional but new to this association. I was tasked with a high-profile initiative – to create a complex online performance improvement program that would meet maintenance of certification (MOC) requirements and be a meaningful experience for our members. The association had already taken one running start at this without success, so this second attempt had to be a winner.”
Every time I read that passage I’m right back in the moment. This is one of the many stories I tell of my own in-the-trenches experiences positioning continuing education for the greatest ROI for both the organization and the learner in my new book, Competitive Advantage. I hear your pain because I’ve been there, and I continue to work side-by-side with pros like you making a difference in workforce development.
The thing about this book is I pushed way beyond what I might offer at a conference session or webinar to really dig into what is required to compete in the evolving CE market. It’s a fluff-free no-holds-barred look at the market conditions and how to leverage what professional associations are supremely good at.
Confession: One of the reasons it took me so long to write this book is because I didn’t know how much to give away and, honestly, how much to keep for my consulting practice. Here’s what my book coach told me: Give it all away. And I did! This book is based upon a proven framework I’ve developed for my clients to generate reliable results — both profit and learning impact. And because I’ve served as association staff and now serve alongside so many staffers, this framework also offers the truth of what it takes to be sustainable while generating those results.
My heart’s desire to generate conversation with this book (thus the giving away for free!). Because change doesn’t wait for us to catch up — we’ve got to keep pace. We can be disrupted, or we can be the disruptors. The CE market is telling us the value proposition for professional development has changed. Event-based learning is not cutting it. Adult learners want results; they’re saving their dollars for transformational learning experiences. And my book is a blueprint for how to make that happen.
Don’t just take my word for it:
“Competitive Advantage is an essential resource in improving your organization’s educational strategy and programs. The book will transform how you create, lead, and deliver education.” Gabriel Eckert, FASAE, CAE
“This book is a fast, concise set of clear, practical steps organizations can take to evaluate and improve their professional development programming. In a disrupted education-to-employment system, the time to get your overall strategy explicitly defined and bring all of your educational activities into alignment with it is NOW.” Shelly Alcorn, CAE, Principal, Alcorn Associates Management Consulting
“Yes! The moment you open this book, Tracy’s words turn into discerning Ahas lighting your path to success. This is the must-read book for all association executives and learning professionals. Her insights and depth of value are a gold mine for your reading, reflection and relevant remedies. Tracy sums up her wish and goal for you as a reader in the last sentence of her Introduction: Let’s rise together.” Jeff Hurt, DES, Executive Vice President, Education & Engagement, Velvet Chainsaw Consulting
I am so grateful for all of you who have already read Competitive Advantage and reached out to me! We blew past 500 downloads during launch week and your feedback has been incredible. Meanwhile, behind the scenes here, because of your requests, I’m developing an online Accelerator program for organizations that are ready to hammer out an education strategy and business plan to jump start their competitive advantage. If strategic and profitable CE is on your to-do list, reach out to me and I’ll share details.
One month into this journey I’m so excited for what’s to come! Join me in becoming the disruptor. Because workforce development matters. Because professional associations matter. Because education is intended to be transformational, not transactional. And now, you have my blueprint showing you the way.
PS: And since you made it all the way to the end of this post, if you want me to spot you a free copy of my book — email me 😉