What Kind of Professional Are You?

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I should have dinner with colleagues more often (see here and here for my two previous posts). The third thought-provoking subject we got into was whether it was better to think of oneself as an association professional or as a professional in the industry your association represents.

Let me explain. The association I work for represents the fluid power industry. Am I going to be more successful if I think of myself as an association professional serving the fluid power industry or as a fluid power professional who works at the industry's trade association?

A colleague argued the latter--that the only way I can succeed in today's ultra-competitive environment is to become a member of the industry I'm trying to serve. I have to know my customer, she argued. Speak their language. Walk in their shoes. Live in their world. How else can I create the programs and services they need for the future? Not just what they tell me they want--but what they need before they even know it. 

I have a lot of sympathy for this perspective. Indeed, I've written about it before. But I wouldn't go so far as to say that the only way to have this kind of success is to become a member of the industry you're serving. I would argue--and did at dinner--that such habits and practices are what epitomizes high-functioning association management.

Knowing my customer, speaking their language, walking in their shoes, and living in their world doesn't make me a fluid power professional. It makes me a skilled association professional, and these are among the tools that I need to wield effectively if I'm going to bring new value to my members and new competencies to my profession.

In my own situation, I know that I wasn't hired because of my advanced knowledge and understanding of the fluid power industry. At the time I was hired, I had none. I was hired because I knew how to manage an association--and that is a unique package of skills that was recognized and needed by the industry I was brought in to serve.

And losing sight of that fact, however well-intentioned the reason for doing so, jeopardizes more than I am willing to risk.

This post was written by Eric Lanke, an association executive, blogger and author. For more information, visit www.ericlanke.blogspot.com, follow him on Twitter @ericlanke or contact him at eric.lanke@gmail.com.