Home' AME : AME Target Spring 2015 Contents 4 TARGET AME.ORG/TARGET
Barbara Morrison, CAE, IOM, AME President
Associations that fail
to identify and
in their specialty areas
soon lose the ability to
have growth in any area.
s the (relatively) new president and
CEO of AME, I find myself studying,
reviewing, assessing and generally
trying to learn as much as possible
about the strategic direction that
I personally feel will allow AME to
grow, prosper and become an even larger pres-
ence in the world of continuous improvement.
Talking with members, volunteers and AME
leadership, I find a wealth of ideas and opinions
of what growth means to the AME membership.
I realize that the word “grow” sparks many
differing opinions as to what constitutes grow,
growing or growth within AME. It can relate
to membership numbers, revenue numbers,
participation, programs and services, visibility,
“touches” of people and so on. What is grow,
growing, growth? My response to these differ-
ing opinions is they all identify growth. Grow,
growing and growth need to be in all of these
areas for the association to be truly relevant.
The growth of AME centers on positioning
the association to have greater visibility and
influence in the manufacturing arena. With the
wealth of talent in our membership and a pro-
fessional staff working toward common goals,
we can make a difference in the recognition and
respect gained by AME as we move forward.
Using our strengths to collaborate and offer assis-
tance to related specialty associations and groups
will enhance the value that AME brings to the man-
ufacturing community. By teaming with others, we
can reach additional markets and grow our value
by offering our knowledge, products, services and
overall professionalism and capability in the areas
of workshops, training seminars, co-sponsored
meetings, website accessibility and white papers.
New program/service development
Again, working with the talented volunteers and
members of the association along with the staff
team, the ability to develop new and innovative pro-
grams of value to the manufacturing industry is one
of the best ways to keep AME relevant and growing.
AME is in the enviable position of currently pro-
viding high quality programs and services such
as our successful annual conference, regional
events, workshops, seminars and quarterly
magazine. By organizing focus groups, surveys,
questionnaires and other means of connect-
ing to the members, we will be able to further
determine the future needs of the industry
and work to develop additional high quality
programs, products and services. Identifying
current and future needs allows an organization
to strategically address the resource allocations
required to fulfill the needs and allow time to
fully develop the program or service.
Associations that fail to identify and develop
relevancy in their specialty areas soon lose
the ability to have growth in any area. Being
relevant allows associations to gain the recog-
nition and respect of members, non-members
and the community at large. Some members
may find relevancy in an association’s ability
to address education and training needs,
others find it in the networking and connection
opportunities offered. Conferences, articles,
white papers, collaboration with related indus-
try groups, advocacy, leadership opportunities
— all of these things provide relevancy, and
AME is fortunate to have these in place and
the ability to add more for the future.
Growing relevancy is an important role in any
professional association; without it, many
organizations have ceased to exist.
To close, I believe having noted a few identifiers
of grow, growing and growth, the next steps
will be to align these identifiers to the strategic
plan of the association. Growth areas of AME
can then be assigned to the correct strategic
objective and allow for development of more
activities that will truly be beneficial for AME.
I’d appreciate your input and thoughts and
identifiers for grow, growing and growth. In all
probability, the list will be a long one and would
provide opportunities for AME to continue to
excel in numerous ways for the future.
Grow, growing and growth
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