Many executives struggle to prioritize innovation due to limited time, risk aversion, and lack of leadership support. By fostering a culture of experimentation, embracing small-scale trials, and encouraging fearless creativity, associations can break through these barriers and drive continuous growth.
It’s no secret that innovation is an essential component of making associations successful, relevant, and effective, but it often feels like a balancing act. Jessica Abo, a seasoned journalist turned media trainer and PR expert, shared that “Time is a huge piece in my business.”
It’s a challenge and, like many worthwhile goals, it’s not easy. According to a late-August Avenue M quick poll with 60 executives, the biggest obstacle to experimentation for association executives is a lack of time (59 percent), followed by risk tolerance (21 percent), and leadership support (14 percent), highlighting that time constraints are the primary barrier, while risk and leadership issues are also significant but less pressing.
When asked which area would they choose to experiment (e.g., pricing, events, products) if this obstacle were removed in, one executive–who cited lack of time–echoed several common responses and said, “Membership models and pricing, unique partnerships and events, professional development, and products and services.” Another leader pointed to AI, and one said product pricing.
Chris Dyer, a keynote speaker on company culture and founder of PeopleG2, shared, “Lack of time has always been the obstacle my teams struggled with when wanting to experiment. But we need to find the time!”
When lack of time is a barrier, it’s critical to make time to experiment by setting aside dedicated “innovation time” for employees to explore new ideas, separate from their usual tasks. Streamline the process with small-scale, efficient trials to maximize impact without overwhelming staff. Associations need to create an environment where employees can test new ideas without fear of failure. A growth mindset, clear objectives, and suitable resources are key.
It’s also important to read the room and understand and respond to what your members want, which is key to successful product development—and it doesn’t have to break the bank. As Rob Barnes, CEO of Betty Bot, noted, “We used to learn to prototype and product with pen and paper and show it to customers to get their feedback. It’s basically free to do and super quick.”
As I emphasized in my recent mini keynote session at ASAE Annual in Cleveland, “Membership is not dead. Engagement is not dead Sponsorship is not dead. They are evolving. The question is: Are you?” Just like innovation, these elements require adaptation and a willingness to embrace change—are you ready to evolve alongside them?
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For more insights on achieving an innovation-friendly workplace, read Avenue M’s quick summaries of the following resources, and click the links below.
Fear Factor: Overcoming Human Barriers to Innovation
Creating a culture of belonging and safety through a commitment to innovation lets employees experiment, ask questions, and provide feedback without fear. Leaders can destigmatize failure by capturing lessons from mistakes, ensuring resources for improvement, and encouraging risk-taking with an abundance mindset.
Providing psychological safety, a clear innovation purpose, and explicit rewards helps employees embrace the risk of failure to pursue creativity. Addressing fears that hold people back is key to building a true innovation culture. Top innovators know that while innovation involves risk, employees need support and “protective gear” to confidently tackle uncertainty.
Why A Culture of Experimentation Is Good for Morale
Many executives know that A/B testing delivers measurable returns, but not everyone sees its cultural benefits. While gut decisions might seem quicker, A/B testing is better for long-term success and morale.
Measuring results motivates employees, removes ego from decisions, and keeps teams aligned with the company’s mission. A culture of experimentation leads to happier, more motivated employees who help the organization grow.
Building a Culture of Experimentation
Online experiments can be a game changer for marketing and innovation. Running numerous tests each year can transform an organization from small beginnings to industry leader status. While scaling up experimentation is essential, many organizations struggle—not because of technology, but because of cultural challenges.
To overcome these barriers, companies need to foster curiosity, prioritize data over opinions, allow any employee to launch tests, and ensure all experiments are ethical. Leadership needs to be more democratic, with executives willing to admit they might be wrong and give their teams more autonomy.
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Contributors: Sheri Jacobs, FASAE, CAE & Lisa Boylan
Image: Adobe Stock