Brain Savvy Leadership?

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Old Methods

20th Century Models

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Apply Scientific Insights

How we face change and help others face change

Critical to Our Success

What data does your organization collect to make its decisions?

We say our association is:

• Data Driven

We say our association is:

• Data Driven
• Evidenced Based

We're using immature data practices

Vanity Metrics

Vanity Metrics

• # of clicks
• # of opens
• # of attendees
• revenue

Actionable Metrics

Actionable Metrics

• Top 20 organizations that spend the most money with us every year

Actionable Metrics

• Percentage of Loyalty of conference attendance (attend 2 out of 3 years)

Actionable Metrics

• Percentage of each event's expense that goes to attendee's experience

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Our data collection misses the human element.

We've got to develop empathy.

What is empathy?

Empathy is more than walking in someone else's shoes

Empathy is truly understanding what makes someone tick.

Empathy is understanding the story of why.

Associations too often focus on

• Linear improvements to transaction conversion

Associations too often focus on

• Copying what another association is doing

Rarely does an association explore the reasons behind the numeric trends.

To use only quantitative measures is to paint a picture with only one cover.

We need to understand the why & find patterns regularities and differences.

We need to embrace qualitative data with quantitative data.

How effective are our programs, products and services?

Informational or transformational?

What are you doing to collect qualitative data?

Door Opener

Stone Turner

Bridge Builder

Overturn Stones

New Mysteries Revealed

Today's Realities Unfold

Embrace Empathy

Develop Strategic Thinking

We become the stone turners.

We become brain-savvy leaders.

Your Opportunity Awaits