Finding Common Ground

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KiKi: Welcome to Association Chat,
an online discussion where we warm

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ourselves by the virtual fire with topics
of the day, welcoming thought leaders

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and trailblazers alike to join up in
this online home for the community.

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I'm the host of Association
Chat, Kiki Loutalien.

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My question for you today, can
understanding core human values

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revolutionize how associations connect
with their members and perhaps Joining me

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to answer this question is David Allison.

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He's a human values expert.

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He's been on the show
a time or two before.

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He is a two time best selling author.

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And founder of something called
the Value Graphics Project.

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David's groundbreaking research
has transformed human values into

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actionable data, helping brands like
PayPal, Google, and the United Nations

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Foundation build meaningful connections.

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His latest book, The Death of
Demographics, is called Revolutionary.

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And in this episode of Association
Chat, we're going to explore how his

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insights apply to association leaders
working through today's challenges.

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So here we go.

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What's your origin story?

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How did you get here?

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David: how far back do you want me to go?

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KiKi: Um, when you were five years old?

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No,

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David: here

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KiKi: we are talking about value graphics.

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But you didn't start out that way
and was not what you were You

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were not preaching that story.

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In the beginning,

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David: I was an ad guy.

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Uh, I, I grew up, uh, when that
television show called 30, something

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was like top of the charts.

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And I just thought that looks like
the coolest possible job in the world.

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And so I went to school and tried to
get myself into working in an ad agency

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because I thought it was all about
staying up really, really late the

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night before the big creative break.

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Pitch and throwing pencils in the
ceiling and eating too much pizza and

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then winning the pitch and going out and
getting drunk with your friends from work.

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And that's what it just seemed
like a glamorous career.

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Uh, and it turns out it wasn't
so much of a glamorous career.

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You got paid for

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KiKi: sometimes.

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David: Uh, so fast forward
through realizing that I'd made

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a terrible, terrible mistake.

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Uh, and so I thought that, uh, the next
best thing I could do to get myself out

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of working in ad agencies was to start
my own cause I could got to be more fun

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to be the boss than just an employee.

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And, uh, that lasted for about 10 years.

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And then I sold that company to management
and it was during that 10 years that I

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started to notice something and it was.

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A repeating pattern and it had to do
with the kind of ad agency it was.

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I was able to, uh, we, we only worked
with, um, large scale real estate

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developers, so like resorts and
condominium towers and downtown Gotham

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city and all that kind of stuff.

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Uh, and the nice thing about
that is that it has a beginning

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and a middle and an end.

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Like in the course of a.

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You know, a year and a half, you've
created a campaign out of thin air.

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You've gone out there and
spend a bunch of money.

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And then you get to see the
people who bought the condos or

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the resort homes or whatever.

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So, you know, if you're doing advertising
for Coca Cola, it just keeps going

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on and on and on and on forever.

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Uh, but this was like a constant
sort of experimental start, middle,

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and start, middle, and, and so I
saw patterns and the pattern I saw.

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Was that the way we were defining
people and talking about people, uh,

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was with demographics and who are we
to, who are we doing this campaign for?

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It's for, um, you know, uh, 25 to 34 year
old women who have a household income

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of X and they're married and they have a
kid and they were white collar, whatever

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the demographic description might be.

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And if we were lucky, we had a few
psychographic facts about them.

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Is this a first home, a second home?

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Are they leasing an office for themselves?

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Is it for all that kind of stuff?

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Uh, and then we go spend a
million bucks and get them to buy

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or lease or rent these things.

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And then I get to stand in a room
with them and look around and go,

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uh, wow, this is who responds.

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This does

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KiKi: not match.

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This is not my beautiful house.

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David: This is not my beautiful car.

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Persona.

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Yeah.

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Um, who are you people?

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Thank you for coming and making
us look great, but who the heck

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are you and how'd you get here?

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Uh, we, we didn't think about you.

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We didn't make creator for you.

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We didn't buy in your channels
and yet, and yet here you are.

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And it happened over
and over and over again.

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So when I sold the company, I thought, you
know, I'm going to kind of poke around,

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see if I can't figure that out because my,
you know, thumbnail sense of it was, it

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was about 10 or 15 percent of the people
in the room matched the target audience

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that we'd spent all that money against.

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So that's a massive
waste of time and effort.

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If we're talking.

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To these folks and only the, you
know, 85 percent of them are not the

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people we thought we were talking to.

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So it's getting long and boring now,
but, um, it quickly go into behavioral

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science and you see that the only
reason those people were in a room.

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In fact, the only reason any of us
are in any room metaphorically or real

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is because it aligns with our values.

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We look at behavioral sciences, you know,
like neurology, psychology, psychiatry,

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sociology, they all, they all fight like
cats and dogs about what makes people.

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do stuff.

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Um, but they agree that the way the
human brain operates is to figure

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out what option is in front of me
that best aligns with my values.

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And that's the one I'm
going to go and pick.

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And even if you don't know
you're doing it, you're doing

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it thousands of times a day.

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In fact, here's the big news.

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It's the only way.

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Our brains know how to make any
decision of any size is right, which

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option aligns with their values.

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KiKi: You talk about this and I think
it's fascinating because it's easy.

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It's easy to just say, um, you know,
the common question I've heard because

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now I've, I've been in, uh, Rooms with
you when you're talking and then I hear

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people talk to you and ask you questions
over and over it's like Well, you know,

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there are a lot of different types of
values What do you mean by values and

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it goes into into that sort of thing?

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Yeah, but um, I just think it's it's
really incredibly interesting because

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um, we do get this idea that we can kind
of sum up people on on these different

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um Um, data points that it turns out
really aren't the, the, you know,

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aren't really leading to a lot more
than just, you know, when they graduate

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from high school doesn't really turn
out to have a whole lot to do with, um,

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things like what they're going to be
drawn to, why they want to be in that

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room, why they want to, you know, I'm
going to be a part of your association.

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And so, I mean,

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David: just think about it.

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Think about it like this.

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You have a room full of, uh,
professional white collar women who

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earn, uh, at least a 200, 000 a year
and, uh, went to college and have,

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uh, uh, yeah, white collar career.

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So you have a room full of them.

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There's a thousand of them in a room.

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How similar do you think
they are to each other?

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KiKi: Yeah.

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Hopefully not.

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Hopefully they aren't.

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Right?

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They're not going to be very similar.

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It's going to be all over the map.

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Right?

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There's going

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David: to be all kinds of
different personalities and

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things that get them excited.

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And because the only thing they
have in common is a couple of

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demographic characteristics.

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Yeah.

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And yet.

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That would be enough of a target
audience description to go and spend

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a bunch of money and try and get them
to do something you want them to do.

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KiKi: You have a really great
statistic that you share that

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is, and I don't know what it is.

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I don't have it in front of me.

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I imagine that you've got it
that you can pull up right away.

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Yeah.

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It's the statistic that you share.

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It's, um, about the percentage.

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If you're just looking at the
demographic of like age and how, how.

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Right on you're going to be how on
on target and effective you're going

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to be with your messaging Versus if
you know their values, is that right?

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I think I'm

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David: you got it.

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You got it You got it, and it's shocking.

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It's shocking So first off the way
we got this is we've gone out and

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talked to a million people around
the world in 152 different languages

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about who they are and what makes
them tick and what their values are.

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And the way we collected all that data,
uh, is super accurate proportionately

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and representationally so that it's
kind of like we have our own little Lego

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model of the population of the world.

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So we can slice and dice it in
all kinds of different ways.

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And one way we can do
it is demographically.

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And when we did that, when we went,
okay, cool, we got all this data and

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we know all this stuff about all these
people, 180 countries, 150 languages.

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Um, and, uh, what happens
if we just look at Gen Z?

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How similar are they to each other?

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Cause there's a lot of people out
there right now trying to convince us

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that Gen Z all like this, or they're
all going to behave that way, or the

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way to get them to join a professional
association is to do this stuff as if

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they're some kind of giant hive mind.

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Uh, so Gen Z.

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Like every other demographic cohort
out there, age, income, gender,

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uh, gender, uh, marital status,
number of kids, education, all those

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labels we're all familiar with.

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Anybody in any one of those buckets,
they resemble each other on average, 10.

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5 percent of the time.

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So that means, yeah,
it varies a little bit.

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Gen Z's a little higher, boomers a
little lower, women, men, you know,

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different, but it's all averages out.

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Let's just round it off and say 10%.

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So demographic groups
are 10 percent similar.

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And yet we believe the way we operate
inside our boardrooms is that somehow

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if we understand the demographics of a
group of people, we know who they are.

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We only know that with any
level of accuracy is about 10%.

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We're 90 percent wrong with
all of our assumptions about

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people based on demographics.

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So anytime you see one of
those surveys coming out that

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goes, Gen Z all wants this.

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It's not, can I swear?

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It's bullshit.

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It's bullshit.

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It is bullshit.

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KiKi: It is total bullshit.

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And I feel that when I see it, it's like,
yeah, uh, that's not how they all feel.

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They all, they're just,
and it seems ridiculous.

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And yet we see those headlines.

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I see them all the time.

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The headlines, the names for sessions
all the time is that sort of thing.

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David: And, you know, there's a lot
of speakers out there and, you know,

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I do a lot of, Public speaking.

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So I have no ill will towards speakers,
but, um, and they don't like it when

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I say this, these particular speakers,
because there's a lot of speakers out

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there who make a living running around
saying, I'm a Gen Z expert, you know,

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for a long time, it was, I'm a millennial
expert and there's consultants who go

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into companies and go, I'm going to
tell you everything you need to know

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about Gen Z or about millennials.

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You can't.

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Uh, they're, they're, you know, I
forget the number off the top of my

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head, but there's like 40 or 50 million
Gen Z in the United States alone.

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Forget about the rest of the
world, just in the United States.

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And we think that somehow they're
all going to be, uh, like,

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they're all going to be similar
to each other, that many people.

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So, you know, people will argue
with me and go, well, yeah, but

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they're way more technologically
savvy than people who came before.

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I'll go.

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Sure, in their own way, but you know, my
baby boomer, uh, friends, their version of

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being technologically savvy was they had
the first microwave on the block, right?

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That was the technology that they had
available and some of them needed to

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be the first one with a microwave.

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And today, some of these Gen Z's are got
to be the first one with the new iPhone.

232
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So really what's different is
like the toys have changed.

233
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KiKi: Yeah.

234
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David: You know, the, the, the
environmental conditions are

235
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different, but what's driving
people, who they really are on the

236
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inside, it's the same, it's the same.

237
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KiKi: Yeah.

238
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And when you get to that, that's when,
and, and this is like, you know, plot

239
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twist, you know, it's like you get, you
get to that and it's like, Oh, guess what?

240
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It's not about when you
graduated from high school.

241
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It's not about.

242
00:11:38,284 --> 00:11:40,034
Uh, anything to do with that?

243
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Maybe we're all more aligned according
to what is driving us in this values.

244
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And when you put the values number,
that, that percentage in there,

245
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you get a lot closer, right?

246
00:11:51,844 --> 00:11:53,764
When you didn't give you
a lot more effective, you

247
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David: didn't.

248
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So here's the other number.

249
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So if we look at people
demographically, you only get 10

250
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percent similarity in a group.

251
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And that means, by the way, if you
stack a bunch of those groups on

252
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top of each other, like women about
10 percent similar, earn 150, 000

253
00:12:06,914 --> 00:12:10,624
a year, about 10 percent similar,
um, white collar job about 10%.

254
00:12:10,624 --> 00:12:13,834
That's like just three groups of people
stacked on top of each other to a bigger

255
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group of people who agree with each
other about 10 percent of the time.

256
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So that's, that's, that's
all that is right now.

257
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If you look at it from a values
perspective and say, what if we

258
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put people and forget about it.

259
00:12:24,834 --> 00:12:28,544
Their age and income and gender and all
that other, those typical old fashioned

260
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labels and instead put people in groups
of that are based on values, similarity,

261
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then how often do they agree with
each other on all the different things

262
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that happen in the course of a life?

263
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And it goes as high as 89%.

264
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So it's almost a complete inverse.

265
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Here's a cool way to think about it.

266
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If you've got a 1 budget and you spend
that money trying to get people to

267
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do stuff based on what you think, you
know, about them demographically, the

268
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best you can hope for is a 10 percent
return on investment on that dollar.

269
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You got a 10 cent dollar.

270
00:12:58,934 --> 00:13:02,944
Uh, but if you do it based on
values, you got a 90 cent dollar.

271
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Same dollar.

272
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It's so good.

273
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Now even, even, even if that 90,
even if that number of 89 percent

274
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is, is, is half wrong, which
it isn't, it's plus or minus 3.

275
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5 percent wrong, 95 percent level of
confidence, but let's just pretend

276
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our data was totally a ridiculously
horrible data, uh, and it was only

277
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half correct and it was only 40%.

278
00:13:26,474 --> 00:13:30,894
It's still four times better
than using demographics, right?

279
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Yeah.

280
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So

281
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KiKi: it's kind of important to
know, kind of good that we, we

282
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shifted and we're looking at values

283
00:13:37,899 --> 00:13:38,209
David: now

284
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KiKi: and okay, so, and now you are
working with the American Society

285
00:13:45,539 --> 00:13:51,039
of Association executives finally
doing some amazing stuff with them.

286
00:13:51,039 --> 00:13:51,459
Right.

287
00:13:51,669 --> 00:13:58,439
And so, um, I want people to understand
how you're beginning to engage with the

288
00:13:58,439 --> 00:14:04,109
American Society of Association Executives
specifically this year and why this year

289
00:14:04,119 --> 00:14:07,049
is so critical because it's November.

290
00:14:07,589 --> 00:14:11,439
David: Yeah, November's a big month in
2024 in the United States of America.

291
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If anybody doesn't know that
they've been hiding under a rock.

292
00:14:14,929 --> 00:14:15,219
KiKi: Yes.

293
00:14:15,619 --> 00:14:19,129
David: Uh, so earlier this year,
the ASAE asked me to come and speak

294
00:14:19,129 --> 00:14:21,919
to the Executive Leadership Forum,
which this year was held in Toronto.

295
00:14:22,459 --> 00:14:28,969
Uh, and uh, they, uh, had a great
idea for a topic that our values

296
00:14:28,989 --> 00:14:31,179
data would be able to address.

297
00:14:31,969 --> 00:14:38,309
And that was how do we help association
leaders navigate some of the very

298
00:14:38,439 --> 00:14:43,099
uncivil discourse, uh, that goes on
inside associations these days and

299
00:14:43,109 --> 00:14:47,469
that goes on inside society in the
United States these days as Things

300
00:14:47,469 --> 00:14:51,819
seem to become more and more divided
and divisive, uh, along party lines.

301
00:14:52,489 --> 00:14:55,789
Uh, and association leaders are
continually finding themselves in this

302
00:14:55,789 --> 00:15:00,629
sort of role of being a referee and
it's not in their job description.

303
00:15:00,629 --> 00:15:02,779
Frankly, it's not
something they trained for.

304
00:15:02,819 --> 00:15:05,319
It's not something that they
have a lot of experience with.

305
00:15:05,609 --> 00:15:11,809
I mean, every association leader, uh,
knows how to, um, uh, referee the normal

306
00:15:11,819 --> 00:15:15,589
day to day kinds of disagreements that
come up in a boardroom, uh, level with

307
00:15:15,589 --> 00:15:18,244
their, um, and those sorts of things.

308
00:15:18,754 --> 00:15:20,524
Uh, but this is, this is different.

309
00:15:20,664 --> 00:15:23,874
This is a whole new level of divisiveness.

310
00:15:23,884 --> 00:15:27,244
That's not even about the
business of the association.

311
00:15:27,244 --> 00:15:32,004
It's about the business of the United
States of America, uh, and where

312
00:15:32,004 --> 00:15:33,784
people are at at this moment in time.

313
00:15:34,234 --> 00:15:37,934
So what we did is we went out and
profiled using our, our methodology.

314
00:15:37,934 --> 00:15:41,234
We went out and profiled,
uh, close to 2000 people.

315
00:15:41,664 --> 00:15:44,994
across the United States, who are
members of associations who have

316
00:15:44,994 --> 00:15:48,704
been members for at least five
years, who volunteered at least once.

317
00:15:48,704 --> 00:15:53,934
So we know they're actively engaged as
members of these associations, uh, and

318
00:15:53,944 --> 00:15:59,134
who are, um, uh, who we asked whether
they were on the left or the right.

319
00:15:59,164 --> 00:16:00,504
Are they on team red or team blue?

320
00:16:01,509 --> 00:16:04,929
Um, and then we were able to compare
and contrast what their values are.

321
00:16:05,769 --> 00:16:08,799
And the way we do that is we take
the responses from those couple of

322
00:16:08,799 --> 00:16:10,179
thousand people that we talked to.

323
00:16:10,599 --> 00:16:13,859
Uh, and then we compare them
against the million surveys we've

324
00:16:13,859 --> 00:16:16,009
done in our benchmark database.

325
00:16:16,489 --> 00:16:20,379
There's 152 languages and hundreds
of millions of data points in there.

326
00:16:20,389 --> 00:16:22,959
So when we go and talk to those couple
of thousand people, and this is the

327
00:16:22,959 --> 00:16:25,569
same thing we do for every keynote,
no matter who we're talking to or what

328
00:16:25,569 --> 00:16:28,189
we're talking about is go and talk to
a couple of thousand people who fit a

329
00:16:29,064 --> 00:16:32,294
Listen to what they have to say, but
more importantly, pull the lookalike

330
00:16:32,314 --> 00:16:36,664
data out of this massive, massive global
first ever database of what we all care

331
00:16:36,664 --> 00:16:41,024
about and what our values are and say,
Oh, you know what people like that?

332
00:16:41,474 --> 00:16:42,844
People like those ones we just talked to.

333
00:16:42,884 --> 00:16:43,974
Here's what we know about them.

334
00:16:44,674 --> 00:16:48,664
Here's all this great stuff that we
can now use to understand how to engage

335
00:16:48,664 --> 00:16:50,474
and motivate and inspire those folks.

336
00:16:51,329 --> 00:16:52,469
And so that's what we did.

337
00:16:52,529 --> 00:17:02,349
And we found, um, these three values that
are incredibly important and common across

338
00:17:02,629 --> 00:17:05,629
both sides of this political divide.

339
00:17:06,269 --> 00:17:09,749
And in this keynote, uh, in Toronto,
and then we're repeating this for a

340
00:17:09,829 --> 00:17:13,539
different select group of folks who
are going to be in Vegas at IMAX,

341
00:17:13,959 --> 00:17:16,819
we're going to talk about these
three power values, we call them.

342
00:17:17,229 --> 00:17:17,339
I

343
00:17:17,339 --> 00:17:19,169
KiKi: love that.

344
00:17:19,219 --> 00:17:20,159
I hadn't, Oh, nice.

345
00:17:20,469 --> 00:17:20,939
Yeah.

346
00:17:21,379 --> 00:17:24,459
David: They're, they're super,
um, they're super powerful, right?

347
00:17:24,739 --> 00:17:29,969
Remember when we started talking today
that, uh, the only way the human brain

348
00:17:29,969 --> 00:17:33,709
knows how to make decisions about
anything is based on values alignment.

349
00:17:34,239 --> 00:17:38,739
So if you know the values of a
group of people, you know how

350
00:17:38,739 --> 00:17:42,359
they're going to think and decide
and behave about everything.

351
00:17:43,239 --> 00:17:46,329
And then your job as a
association leader or.

352
00:17:46,469 --> 00:17:49,489
Anybody who's trying to engage and
motivate and influence a group of

353
00:17:49,489 --> 00:17:54,709
people is to just be the option
that gives them values alignment

354
00:17:55,169 --> 00:17:58,469
and their brains will kick in and
go, whoop, that's the thing for me.

355
00:17:59,079 --> 00:18:03,029
So instead of guessing, wow, I think
this might help us get people where we

356
00:18:03,029 --> 00:18:07,519
need them to be, or I think this might
help us tone down some of the rest.

357
00:18:07,519 --> 00:18:08,749
We can say, no, this is the data.

358
00:18:08,779 --> 00:18:12,609
Here's the stuff you need to
say and do to get folks to do

359
00:18:12,609 --> 00:18:13,549
the things you want them to do.

360
00:18:14,239 --> 00:18:20,179
KiKi: I mean, this, this sounds like
incredibly, I can't imagine being an

361
00:18:20,179 --> 00:18:24,439
association professional out there
listening to this right now and not

362
00:18:24,439 --> 00:18:27,389
just being on the edge of my seat
going, tell me, tell me, tell me,

363
00:18:27,389 --> 00:18:31,059
tell me what are the three, tell me,
tell me, tell me now, tell me now.

364
00:18:31,199 --> 00:18:34,289
You know, so like, are you, are you going
to tell us, are you going to tell us,

365
00:18:34,889 --> 00:18:35,849
David: tell you, I'm going to tell you.

366
00:18:36,419 --> 00:18:37,299
Uh, that's good.

367
00:18:37,299 --> 00:18:43,339
But first, let me sing a little
bit from the Mikado, or Pirate of

368
00:18:43,339 --> 00:18:47,539
Penzance, or like just a little
musical interlude before we begin.

369
00:18:48,069 --> 00:18:51,049
Uh, uh, so yeah, let's do that.

370
00:18:51,359 --> 00:18:56,159
The first, the first one, uh, which,
you remember, there's 56 values

371
00:18:56,159 --> 00:18:57,379
that could have been on this list.

372
00:18:58,219 --> 00:19:03,119
And, um, Each of those 56 values
has hundreds of different meanings.

373
00:19:03,539 --> 00:19:06,549
So after talking to a million people,
we figured out there's only 56 buttons.

374
00:19:06,549 --> 00:19:07,809
You need to learn how to push.

375
00:19:08,279 --> 00:19:11,589
And only some of them are going to apply
in any given situation, but they all mean

376
00:19:11,589 --> 00:19:12,629
different things to different people.

377
00:19:12,629 --> 00:19:14,299
So I'm going to give you a little
bit of context before I tell you what

378
00:19:14,299 --> 00:19:15,429
these three power values are, right?

379
00:19:15,689 --> 00:19:15,859
Oh, you're

380
00:19:16,199 --> 00:19:17,339
KiKi: such a tease, David.

381
00:19:17,419 --> 00:19:17,799
Oh my gosh.

382
00:19:18,459 --> 00:19:21,089
No, no, I want the

383
00:19:21,089 --> 00:19:24,089
David: nuances here and that these
aren't just like big clunky words that

384
00:19:24,089 --> 00:19:27,549
we made up and you know, we, we didn't
even ask anybody about their values

385
00:19:27,549 --> 00:19:28,879
and those million people we talked to.

386
00:19:28,879 --> 00:19:30,029
We asked them about their life.

387
00:19:30,169 --> 00:19:32,879
And we listen to what they say and
we listen and we see the patterns

388
00:19:32,879 --> 00:19:35,849
and the know, I would go, Oh,
look, all of these people are

389
00:19:35,849 --> 00:19:37,809
reacting to the world in this way.

390
00:19:37,809 --> 00:19:41,149
And, and some in this way and some
in this way, and there seems to be 56

391
00:19:41,159 --> 00:19:42,789
things that drive us to do what we do.

392
00:19:42,789 --> 00:19:46,999
But for each of those 56 things, like
the value of belonging, for example,

393
00:19:46,999 --> 00:19:50,339
which is the number one, most important
value in the United States, more

394
00:19:50,339 --> 00:19:51,779
important than family, by the way.

395
00:19:52,429 --> 00:19:56,179
There's 912 definitions of belonging.

396
00:19:56,779 --> 00:20:02,899
So when we see in our studies, a value
pop up as being over index, more important

397
00:20:02,899 --> 00:20:06,299
for the group we're studying, we can also
see exactly what does it mean to them?

398
00:20:06,299 --> 00:20:08,619
What are the conditions that need
to be present in order for them

399
00:20:08,619 --> 00:20:12,089
to feel like values alignment is
there and get them to move in the

400
00:20:12,089 --> 00:20:13,269
direction we want them to move.

401
00:20:13,269 --> 00:20:17,029
So all that being said, here's
the first value of the 56 values.

402
00:20:17,029 --> 00:20:18,399
The value is loyalty.

403
00:20:19,784 --> 00:20:24,044
Now hundreds of different meanings
for loyalty But what the particular

404
00:20:24,044 --> 00:20:27,084
meaning for this group of people for
folks who've been in an association

405
00:20:27,084 --> 00:20:32,174
for at least five years volunteered at
least once It's about People they have

406
00:20:32,324 --> 00:20:33,964
already had a shared experience with.

407
00:20:35,114 --> 00:20:41,994
It's not loyalty to a brand, or an idea,
or a party, or a routine, or a family

408
00:20:41,994 --> 00:20:46,994
member, or um, any of those other ways
that you might interpret the word loyalty.

409
00:20:47,134 --> 00:20:51,374
It's about loyalty towards people they've
already shared an experience with.

410
00:20:52,654 --> 00:20:58,514
So if you're an association leader and
you're trying to build this into the

411
00:20:58,514 --> 00:21:02,234
way that your association is perceived
and the way that you are serving your

412
00:21:02,234 --> 00:21:07,114
members so that they feel aligned,
both sides, red and blue, feel aligned

413
00:21:07,114 --> 00:21:11,094
around this, and they don't want to
disrupt that because the association

414
00:21:11,094 --> 00:21:14,324
is, Delivering common ground for them.

415
00:21:14,884 --> 00:21:17,384
Uh, there's all kinds of
different ways you can do it.

416
00:21:17,394 --> 00:21:19,144
One thought starter idea.

417
00:21:19,224 --> 00:21:22,754
And please, anybody listening,
uh, remember that I'm not

418
00:21:22,754 --> 00:21:24,174
an association leader.

419
00:21:24,314 --> 00:21:28,694
And so these ideas I'm throwing out, or
this is like what David thinks is cool.

420
00:21:28,954 --> 00:21:31,304
And you're, you're
absolutely allowed to go.

421
00:21:31,374 --> 00:21:33,454
That's the most ridiculous
thing I've ever heard.

422
00:21:33,454 --> 00:21:35,094
But I see where you're going with that.

423
00:21:35,114 --> 00:21:36,694
And we could do this instead.

424
00:21:36,694 --> 00:21:38,784
So that's the whole point of
sharing these ideas, right?

425
00:21:39,004 --> 00:21:43,714
So loyalty towards people you've already
shared an experience with, uh, why not

426
00:21:43,734 --> 00:21:45,704
experiential professional development?

427
00:21:47,464 --> 00:21:50,014
Let's put professional development
programs together that aren't

428
00:21:50,024 --> 00:21:54,404
just sitting in a room that
are, uh, go out and do stuff.

429
00:21:54,774 --> 00:21:59,644
And learn how to do those things while
you're having an experience together

430
00:22:00,144 --> 00:22:05,654
because now you're baking loyalty into
the membership who are going through those

431
00:22:05,674 --> 00:22:07,334
professional development programs, right?

432
00:22:07,334 --> 00:22:07,654
I'm

433
00:22:07,654 --> 00:22:11,004
KiKi: thinking, I'm
thinking, I'm thinking about.

434
00:22:11,074 --> 00:22:17,694
What I was talking about earlier, David,
the association chat road trip to ASC

435
00:22:17,724 --> 00:22:22,744
annual that we just did for, I mean,
association chats, not admittedly,

436
00:22:22,784 --> 00:22:30,234
not an association, but has members
and for those fans and members of

437
00:22:30,234 --> 00:22:32,074
association chat that were on that.

438
00:22:32,379 --> 00:22:33,639
road trip bus.

439
00:22:33,639 --> 00:22:39,289
That's six and a half hours of all
kinds of experience that we had shared.

440
00:22:40,199 --> 00:22:41,979
David: You told jokes, you saw stuff.

441
00:22:42,589 --> 00:22:43,709
You didn't never forget.

442
00:22:43,749 --> 00:22:44,169
We made

443
00:22:44,179 --> 00:22:45,009
KiKi: handshakes.

444
00:22:45,029 --> 00:22:46,179
We had a handshake.

445
00:22:46,179 --> 00:22:47,869
We had our own secret handshake.

446
00:22:48,199 --> 00:22:48,889
David: There you go.

447
00:22:48,969 --> 00:22:50,469
That's exactly what I'm talking about.

448
00:22:50,469 --> 00:22:55,579
So for the association leaders who
are listening to this, figure out ways

449
00:22:55,579 --> 00:23:00,739
that professional development can be an
experience because that will trigger.

450
00:23:00,984 --> 00:23:04,234
The value of loyalty, which will
work for both sides of the house.

451
00:23:04,234 --> 00:23:05,374
KiKi: And

452
00:23:05,454 --> 00:23:09,954
David: the more of that they feel when
they're interacting with and being

453
00:23:09,954 --> 00:23:13,644
part of, uh, what it means to be a
member of your association, the more

454
00:23:13,644 --> 00:23:17,134
of that they feel, the less likely
they're going to want to have a fight.

455
00:23:17,999 --> 00:23:22,689
The less likely it is that they're going
to have those, um, uh, disruptive, uh,

456
00:23:22,699 --> 00:23:28,319
divisive, um, issues pop up around the
boardroom table or at the lunch meeting

457
00:23:28,319 --> 00:23:31,569
or whatever it is that we're talking about
because you're delivering on something

458
00:23:31,569 --> 00:23:33,879
that's incredibly important to both sides.

459
00:23:34,169 --> 00:23:35,689
And so this is sacred space for them.

460
00:23:35,689 --> 00:23:36,899
Now this is common ground.

461
00:23:36,909 --> 00:23:39,699
They don't, I don't want this to be a
place where I end up having those because

462
00:23:39,699 --> 00:23:42,309
neither side wants to have fights.

463
00:23:42,989 --> 00:23:45,199
Nobody, no human wants to fight.

464
00:23:45,439 --> 00:23:45,669
Right.

465
00:23:45,679 --> 00:23:49,249
So if you can be the place that's safe,
that's giving them both what they're

466
00:23:49,249 --> 00:23:53,989
looking for, well, the chances of these
things turning into bad moments, uh,

467
00:23:53,999 --> 00:23:55,549
becomes less and less and less and less.

468
00:23:55,789 --> 00:23:58,489
So professional development,
but again, the same disclaimer,

469
00:23:58,519 --> 00:23:59,869
remember, that's just my idea.

470
00:24:00,179 --> 00:24:05,089
Anything else you can come up
with that's about giving people an

471
00:24:05,149 --> 00:24:10,749
opportunity to experience things
together because it will trigger loyalty.

472
00:24:11,689 --> 00:24:13,779
Is going to be, uh, uh, magic.

473
00:24:13,789 --> 00:24:14,609
It's going to be magic.

474
00:24:14,629 --> 00:24:18,539
And what we've done there, that process
of saying, okay, the values data point

475
00:24:18,549 --> 00:24:22,549
is loyalty to people I've already shared
an experience with that's the data.

476
00:24:23,339 --> 00:24:25,109
Now, from there, we came up with one idea.

477
00:24:25,309 --> 00:24:29,139
So kind of that leap to, Oh, if
that's true, then we could do this.

478
00:24:29,369 --> 00:24:30,779
We call that values thinking.

479
00:24:31,449 --> 00:24:36,069
It's kind of like design thinking we
take a design thinking is a way of making

480
00:24:36,079 --> 00:24:38,839
decisions where you keep design at the
center of the decision making process.

481
00:24:38,839 --> 00:24:40,169
That's what values thinking is.

482
00:24:40,409 --> 00:24:44,309
It's a way of making decisions and coming
up with ideas that keep values at the

483
00:24:44,309 --> 00:24:46,049
center of that decision making process.

484
00:24:46,059 --> 00:24:48,509
So these other two values that
I'm going to share with you.

485
00:24:48,509 --> 00:24:49,139
Same thing.

486
00:24:49,599 --> 00:24:53,769
Think about, okay, if that's
true, I heard David's Stupid idea.

487
00:24:53,769 --> 00:24:55,239
But here's what we've got.

488
00:24:55,569 --> 00:24:57,209
What else we could do with that.

489
00:24:57,259 --> 00:24:58,309
I get where he's going.

490
00:24:58,309 --> 00:24:59,049
I see what he's trying.

491
00:24:59,059 --> 00:25:00,209
He's well intentioned.

492
00:25:00,379 --> 00:25:01,489
He's trying to help.

493
00:25:02,399 --> 00:25:06,409
Uh, his ideas are not great,
but, um, we see what he's doing.

494
00:25:06,469 --> 00:25:06,809
Maybe

495
00:25:06,809 --> 00:25:08,259
KiKi: they're great though, David.

496
00:25:08,279 --> 00:25:09,069
Maybe they're great.

497
00:25:09,669 --> 00:25:10,009
Okay.

498
00:25:10,039 --> 00:25:10,939
They probably are.

499
00:25:10,999 --> 00:25:11,479
I just, I

500
00:25:11,479 --> 00:25:13,949
David: think it's awfully courageous
of me to get up in front of any

501
00:25:13,949 --> 00:25:16,799
of the audiences I talked to and
say, here's what you should do.

502
00:25:17,149 --> 00:25:17,909
You should do this.

503
00:25:18,144 --> 00:25:21,374
I don't know what it is their
lives are all about, right?

504
00:25:21,374 --> 00:25:26,404
So, uh, so yeah, they're just meant to
be, um, illustrative ideas, we'll say.

505
00:25:26,484 --> 00:25:26,754
Yes.

506
00:25:26,804 --> 00:25:27,864
KiKi: I appreciate that.

507
00:25:27,884 --> 00:25:29,854
So we have number one, loyalty.

508
00:25:29,884 --> 00:25:31,094
What about number two?

509
00:25:31,224 --> 00:25:31,814
Number two,

510
00:25:32,164 --> 00:25:33,884
David: personal responsibility.

511
00:25:33,904 --> 00:25:35,214
KiKi: Um,

512
00:25:35,774 --> 00:25:38,674
David: uh, these are people who
like to, um, feel like they're

513
00:25:38,674 --> 00:25:39,674
the ones getting stuff done.

514
00:25:40,294 --> 00:25:45,194
And the specific definition for that
value for this group of people is personal

515
00:25:45,194 --> 00:25:47,924
responsibility, getting things done.

516
00:25:47,924 --> 00:25:49,134
Cause it makes them feel stable.

517
00:25:50,864 --> 00:25:54,474
If I get stuff done, my boat's not tippy.

518
00:25:55,194 --> 00:25:58,344
If I get stuff done, the things
that need to be done, then

519
00:25:58,384 --> 00:26:00,024
everything's going to just be fine.

520
00:26:00,024 --> 00:26:03,144
And we're all going to move along
at a nice stable pace and nothing's

521
00:26:03,144 --> 00:26:06,434
going to be surprising and there's
not going to be any craziness.

522
00:26:06,979 --> 00:26:11,069
KiKi: Oh, they're trying to manage,
they're trying to like balance,

523
00:26:11,199 --> 00:26:13,429
provide themselves with stability.

524
00:26:13,989 --> 00:26:16,839
They see that through
personal responsibility.

525
00:26:16,909 --> 00:26:17,479
Okay.

526
00:26:17,699 --> 00:26:18,959
Tell me how this plays out.

527
00:26:18,969 --> 00:26:22,209
This means that they,
they're doing something.

528
00:26:22,599 --> 00:26:27,819
If they do something that makes them feel
this sense of personal responsibility,

529
00:26:28,299 --> 00:26:32,109
like they're masters of their own domain
and some sort, they have some sort of,

530
00:26:32,609 --> 00:26:38,189
uh, Some sort of hold on creating more
stability in their world because of this.

531
00:26:38,189 --> 00:26:38,576
You

532
00:26:38,576 --> 00:26:39,349
David: got it.

533
00:26:39,349 --> 00:26:43,949
So anything, including your association
that gives them the ability to feel

534
00:26:43,949 --> 00:26:47,749
like, well, this is a, this is a
thing that makes me feel responsible.

535
00:26:47,749 --> 00:26:51,289
And I see how this is helping me
be more personally responsible.

536
00:26:51,289 --> 00:26:53,259
And I like that because
it makes me real stable.

537
00:26:54,329 --> 00:26:54,509
So.

538
00:26:54,829 --> 00:26:55,619
Here's my idea.

539
00:26:55,719 --> 00:26:59,689
Um, I, I, it's not the snappiest
name for an idea ever, but I call it

540
00:26:59,719 --> 00:27:05,829
the practical, tactical, practical,
tactical, actionable, social series.

541
00:27:06,349 --> 00:27:09,489
So we're always sitting around in
every organization trying, well, what

542
00:27:09,489 --> 00:27:10,779
should we be putting out on social?

543
00:27:10,914 --> 00:27:12,124
What should we be
pushing out on Instagram?

544
00:27:12,434 --> 00:27:13,334
What do we put on LinkedIn?

545
00:27:13,734 --> 00:27:16,764
Why not push out a social series?

546
00:27:17,094 --> 00:27:23,584
Uh, that's about how the organization,
the association has make stuff happen.

547
00:27:24,254 --> 00:27:28,034
Uh, and because you're a member of
this association, you have access to

548
00:27:28,034 --> 00:27:31,874
this tool or that tool or this thing
or that thing, but all of these things

549
00:27:31,874 --> 00:27:33,634
are really about empowering you to.

550
00:27:33,704 --> 00:27:34,524
To get stuff done.

551
00:27:34,564 --> 00:27:39,004
Here's an example of here's Ted, Ted came
and took our course on whatever, whatever.

552
00:27:39,044 --> 00:27:41,244
And as a result of that,
Ted made this happen.

553
00:27:41,284 --> 00:27:42,934
Hey, Ted, he got stuff done.

554
00:27:43,304 --> 00:27:50,584
Uh, so just be the source of,
uh, stories, uh, that relate to.

555
00:27:51,414 --> 00:27:54,054
People getting stuff done and
feeling stable as a result.

556
00:27:54,064 --> 00:27:58,164
You're you, you provided the learning,
the development, the opportunities, the,

557
00:27:58,554 --> 00:28:00,654
the, the, the networking, whatever it is.

558
00:28:00,944 --> 00:28:04,004
Uh, and then that becomes the source
for your social stories, uh, for

559
00:28:04,004 --> 00:28:08,334
a series on practical, tactical,
actionable, social, uh, stories.

560
00:28:08,349 --> 00:28:11,449
KiKi: I mean, how many times have
you had to practice saying that?

561
00:28:11,449 --> 00:28:14,649
Because I have to tell you
that I would not even dare.

562
00:28:14,709 --> 00:28:15,629
I wouldn't even put that.

563
00:28:15,629 --> 00:28:17,459
I'd just be like, no,
I'm scratching that out.

564
00:28:17,459 --> 00:28:18,809
We're calling it something else.

565
00:28:20,519 --> 00:28:22,589
David: Now that I'm looking at
it on my screen here, it's, it's

566
00:28:22,619 --> 00:28:24,799
PTA, it's the PTA social series.

567
00:28:26,049 --> 00:28:27,459
KiKi: Different kind, but okay.

568
00:28:27,719 --> 00:28:28,849
David: Different kind of PTA.

569
00:28:29,129 --> 00:28:29,459
Yeah.

570
00:28:29,559 --> 00:28:33,489
So there's, there's, um, there's loyalty
and there's personal responsibility.

571
00:28:34,079 --> 00:28:34,899
Now, the third one.

572
00:28:35,219 --> 00:28:35,889
KiKi: Okay.

573
00:28:36,059 --> 00:28:38,229
I'm very curious about
what the third one will be.

574
00:28:38,429 --> 00:28:38,919
David: Yeah.

575
00:28:38,989 --> 00:28:42,659
Uh, this one is, um, it's interesting.

576
00:28:42,819 --> 00:28:45,219
Uh, we don't see this
one show up very much.

577
00:28:45,749 --> 00:28:49,499
Now I want to make the point here that,
uh, as a keynote speaker and as a, as

578
00:28:49,499 --> 00:28:54,919
a research company, we've profiled,
um, We're getting close to a thousand

579
00:28:54,919 --> 00:28:59,349
now, different organizations, different
kinds of people for different purposes.

580
00:28:59,359 --> 00:29:01,029
Sometimes it's a leadership keynote.

581
00:29:01,039 --> 00:29:02,689
Sometimes it's a sales keynote.

582
00:29:02,689 --> 00:29:06,329
It's a employee engagement, workplace
culture, all kinds of different purposes.

583
00:29:06,349 --> 00:29:11,769
Everything from wall street hedge
fund managers to, um, uh, doctors

584
00:29:11,769 --> 00:29:16,589
who, uh, work in, uh, malaria and
other tropical disease, everything you

585
00:29:16,589 --> 00:29:18,189
can possibly imagine we've touched.

586
00:29:18,689 --> 00:29:23,829
And this one value, comes up so rarely
I can, I can count on my hand, uh, on

587
00:29:23,829 --> 00:29:25,409
one hand, how many times I've seen this.

588
00:29:25,859 --> 00:29:26,719
So this is quite unique.

589
00:29:27,059 --> 00:29:28,529
It's the value of independence.

590
00:29:30,279 --> 00:29:36,079
Uh, and the exact definition for this
value for this group, uh, is there

591
00:29:36,569 --> 00:29:40,979
want to be independent, whatever offers
them this ability, this, this value

592
00:29:40,979 --> 00:29:45,209
of independence, but it's because they
don't want anybody or anything having

593
00:29:45,369 --> 00:29:47,669
any unnecessary control over their lives.

594
00:29:48,689 --> 00:29:49,509
KiKi: Interesting.

595
00:29:50,369 --> 00:29:51,699
David: Uh, don't tell me what to do.

596
00:29:53,159 --> 00:29:57,929
Don't put me in a situation
where some expectation is there

597
00:29:57,959 --> 00:29:59,309
around what I'm supposed to do.

598
00:30:00,619 --> 00:30:01,489
I'm the boss of me.

599
00:30:02,889 --> 00:30:09,449
Uh, and I don't know, you know, I'm often
mystified about why do certain values

600
00:30:09,449 --> 00:30:10,749
show up for certain groups of people?

601
00:30:10,909 --> 00:30:12,339
Sometimes it's obvious.

602
00:30:13,039 --> 00:30:20,949
Um, You know, uh, for example, event
planners, uh, they have an overindexed

603
00:30:20,979 --> 00:30:25,819
value around financial security and look
at the budgets that they have to manage.

604
00:30:25,869 --> 00:30:27,599
Look at all the budgetary detail.

605
00:30:27,839 --> 00:30:29,699
They love the idea of being secure.

606
00:30:29,699 --> 00:30:32,379
So it's an obvious connection for me.

607
00:30:32,379 --> 00:30:34,719
He's like, well, of course
you have financial security.

608
00:30:34,729 --> 00:30:35,879
You're an event planner.

609
00:30:35,879 --> 00:30:37,249
It's a big part of what you do.

610
00:30:37,249 --> 00:30:38,619
It's why you chose what you do.

611
00:30:38,929 --> 00:30:41,229
This one I'm like, wow, independence.

612
00:30:41,919 --> 00:30:44,029
Uh, and remember this is accurate enough.

613
00:30:44,049 --> 00:30:45,829
For a PhD, this is like plus or minus 3.

614
00:30:45,829 --> 00:30:47,869
5%, 95 percent confidence.

615
00:30:47,869 --> 00:30:52,129
So something about people who belong
to professional associations have

616
00:30:52,129 --> 00:30:54,739
been in a membership for at least
five years and have volunteered at

617
00:30:54,739 --> 00:30:58,469
least once in the United States of
America, something about their over

618
00:30:58,469 --> 00:31:00,759
indexing on the value of independence.

619
00:31:00,969 --> 00:31:04,749
And it's all about avoiding
unnecessary control over their lives.

620
00:31:04,869 --> 00:31:06,509
KiKi: That's so interesting.

621
00:31:06,519 --> 00:31:11,394
I'm so curious about the why and
like, Making those connections.

622
00:31:11,694 --> 00:31:12,224
David: Yeah.

623
00:31:12,394 --> 00:31:12,804
So

624
00:31:12,824 --> 00:31:13,254
KiKi: yeah,

625
00:31:14,374 --> 00:31:16,274
David: we could have a
whole podcast about that.

626
00:31:16,544 --> 00:31:21,324
Um, but I'm just going to see
if I have the, um, uh, I do.

627
00:31:21,334 --> 00:31:29,074
So independence in the U S general
population is down in the 20th percentile.

628
00:31:29,124 --> 00:31:32,344
It's like only important to about
20 percent of the population.

629
00:31:32,814 --> 00:31:37,124
Uh, but for this population, It's
important, uh, depending on whether

630
00:31:37,124 --> 00:31:39,464
we're looking at team red or team
blue, they're pretty darn close to

631
00:31:39,464 --> 00:31:43,114
each other, but basically they're
hovering around the 60th percentile.

632
00:31:43,684 --> 00:31:45,534
So that's a 40 point spread.

633
00:31:45,694 --> 00:31:48,394
That's a massive Delta between these two.

634
00:31:48,554 --> 00:31:51,384
So compared to everybody else
in the United States, people who

635
00:31:51,384 --> 00:31:53,944
belong to associations for at least
five years, no volunteer at least

636
00:31:53,944 --> 00:31:56,314
once it's insanely more important.

637
00:31:56,619 --> 00:31:59,519
The amount of independence that
they want to have in their life.

638
00:32:00,069 --> 00:32:01,669
KiKi: It's so, it's so wild.

639
00:32:01,669 --> 00:32:05,829
I mean, I, I like, I'm thinking about
the people I, I know who I've met

640
00:32:05,849 --> 00:32:11,179
are, who are members and the different
associations I've worked for in the past.

641
00:32:11,819 --> 00:32:12,409
And.

642
00:32:12,809 --> 00:32:18,499
I can kind of, that makes sense, you
know, when I think about it, I can't

643
00:32:18,509 --> 00:32:23,639
think of contradictions to it, you
know, as far as, but I mean, I mean,

644
00:32:23,639 --> 00:32:27,509
I'm just, I have to, like, I'm going to
sit and think about this for a while.

645
00:32:28,269 --> 00:32:30,559
So what does that mean for
how we apply it though?

646
00:32:30,719 --> 00:32:31,889
Like my

647
00:32:31,889 --> 00:32:35,699
David: idea there was, um, a thing
I've called the disruptor awards.

648
00:32:35,719 --> 00:32:40,809
Uh, and again, you're allowed
to say this is ridiculous, but I

649
00:32:40,829 --> 00:32:41,789
see where you're going with that.

650
00:32:42,109 --> 00:32:46,299
If there's this fierce sense of
independence, this fierce sense

651
00:32:46,299 --> 00:32:47,579
of don't tell me what to do.

652
00:32:47,579 --> 00:32:48,569
I'm going to do it my own way.

653
00:32:49,309 --> 00:32:53,629
Then every association I've ever been a
part of, they always have an award show.

654
00:32:53,929 --> 00:32:56,819
There's always a, a big
annual general meeting.

655
00:32:57,149 --> 00:33:00,629
Why isn't one of the awards that
you, you have the whole membership

656
00:33:00,629 --> 00:33:04,719
vote on is who's the person in this
organization who's been the biggest

657
00:33:04,719 --> 00:33:06,809
disruptor who's done it their own way.

658
00:33:06,809 --> 00:33:08,696
I love

659
00:33:08,696 --> 00:33:10,289
KiKi: that so much.

660
00:33:10,339 --> 00:33:11,069
David: Let's honor it.

661
00:33:11,179 --> 00:33:12,139
Let's make a big deal out of it.

662
00:33:12,139 --> 00:33:14,599
It should be the source
of a social theories.

663
00:33:14,599 --> 00:33:17,339
It should do everything
you can just like make it.

664
00:33:17,639 --> 00:33:21,489
Part of how people see this
association in their lives.

665
00:33:21,699 --> 00:33:24,799
This is the place that celebrates
our independence to the point

666
00:33:24,799 --> 00:33:28,709
where we're picking out the
most independent as this of all,

667
00:33:30,759 --> 00:33:33,829
the biggest independent test
of all, uh, and giving them a

668
00:33:33,829 --> 00:33:35,349
trophy at the end of the year.

669
00:33:36,119 --> 00:33:36,629
Wow.

670
00:33:37,299 --> 00:33:37,849
KiKi: Yeah.

671
00:33:38,409 --> 00:33:41,859
These are, these people are people
who want, they want their, they want.

672
00:33:42,284 --> 00:33:47,984
Uh, their personal responsibility,
they, to like have things be, to feel

673
00:33:47,984 --> 00:33:51,624
more stable, they care about loyalty.

674
00:33:52,214 --> 00:33:56,054
Um, with the people that they've
already had a shared experience

675
00:33:56,054 --> 00:34:01,824
with, and they also are fiercely
independent because they don't want

676
00:34:01,844 --> 00:34:03,724
unnecessarily control over their lives.

677
00:34:04,314 --> 00:34:08,684
That's a, that is an
interesting group of values,

678
00:34:09,224 --> 00:34:09,404
David: you

679
00:34:09,404 --> 00:34:09,914
KiKi: know,

680
00:34:10,144 --> 00:34:13,654
David: now that's just three, uh, you
know, and in the space of a keynote,

681
00:34:13,664 --> 00:34:15,504
that's all that we have time to share.

682
00:34:16,074 --> 00:34:19,464
Um, there's this, there's a list of
about 10 or 12 that are, you know,

683
00:34:19,464 --> 00:34:22,944
Not equally, but those are the ones
I chose that I thought were the most

684
00:34:22,954 --> 00:34:24,794
powerful and interesting to talk about.

685
00:34:24,794 --> 00:34:29,924
But there's another bunch, um, in there
that, uh, could also be used as, um,

686
00:34:30,594 --> 00:34:35,274
thought starters and the basis for
values, thinking exercises to tackle,

687
00:34:35,324 --> 00:34:37,674
uh, challenges and achieve goals.

688
00:34:38,774 --> 00:34:42,254
But, uh, those three are
a pretty darn good start.

689
00:34:42,574 --> 00:34:43,734
You know, here's a fun.

690
00:34:43,824 --> 00:34:45,574
Uh,

691
00:34:47,654 --> 00:34:49,484
I don't know if I should
tell you who this is or not.

692
00:34:49,484 --> 00:34:52,354
I'm not gonna, because I don't know
if they would be upset with me, but a

693
00:34:52,354 --> 00:35:00,054
very large association, um, has saw me
speak, um, and was so taken with this

694
00:35:00,054 --> 00:35:05,544
notion of values, driving behaviors and
decisions, and it resonated so much for

695
00:35:05,544 --> 00:35:10,144
them that they've engaged me to come in,
uh, in the new year and sit with their

696
00:35:10,144 --> 00:35:11,884
board of directors and some committees.

697
00:35:12,594 --> 00:35:16,744
And they have one annual event that is
a, the most important event for them.

698
00:35:16,744 --> 00:35:18,194
And it's a very big event.

699
00:35:18,644 --> 00:35:24,084
Uh, and we're going to rip that event
apart from start to finish from marketing

700
00:35:24,084 --> 00:35:27,714
and advertising to registration,
to programming, to everything.

701
00:35:27,724 --> 00:35:30,964
And we're going to build the whole
thing based on a profile that

702
00:35:30,964 --> 00:35:34,414
will develop of the values of
the people who go to that event.

703
00:35:35,304 --> 00:35:37,584
So it'll be a values driven from.

704
00:35:37,659 --> 00:35:38,229
Tip to tip.

705
00:35:38,229 --> 00:35:38,679
Oh my gosh.

706
00:35:39,419 --> 00:35:39,974
Uh, you have

707
00:35:39,979 --> 00:35:43,499
KiKi: to pro, you have to promise me
that you're going to tell me all about

708
00:35:43,499 --> 00:35:48,809
it after, like, you'll come, you'll
tell me how it went, how successful

709
00:35:48,809 --> 00:35:50,609
it was, what, well, you know what?

710
00:35:50,609 --> 00:35:51,629
It's a great case

711
00:35:51,629 --> 00:35:51,959
David: study.

712
00:35:51,959 --> 00:35:56,279
And, and as long as, as long as my client
is willing to, uh, they come on too.

713
00:35:56,279 --> 00:35:56,339
Yeah.

714
00:35:57,089 --> 00:35:59,669
They can come and, and we'll share,
we'll talk about it together.

715
00:35:59,669 --> 00:35:59,969
Yeah.

716
00:36:00,059 --> 00:36:00,569
KiKi: Yes.

717
00:36:00,569 --> 00:36:01,349
Well, okay.

718
00:36:01,349 --> 00:36:04,159
So before I let you go, you know.

719
00:36:04,464 --> 00:36:09,724
I want to be able to tell people,
uh, some things that they, you

720
00:36:09,724 --> 00:36:13,924
know, basically some insights that
they're only going to get here.

721
00:36:13,964 --> 00:36:15,894
That is going to be super special.

722
00:36:15,924 --> 00:36:19,094
And I know that, you were
telling me some pretty, I was

723
00:36:19,094 --> 00:36:21,144
calling them spicy, some, um,

724
00:36:21,674 --> 00:36:22,044
David: things

725
00:36:22,044 --> 00:36:27,279
KiKi: like what are some of these
little interesting data points that

726
00:36:27,279 --> 00:36:32,369
you can share with me that might be
useful to, Oh, say the association

727
00:36:32,369 --> 00:36:34,149
chat entire audience here.

728
00:36:35,329 --> 00:36:35,739
David: Sure.

729
00:36:35,749 --> 00:36:36,479
I'm like rubbing my

730
00:36:36,479 --> 00:36:37,139
KiKi: hands together.

731
00:36:37,139 --> 00:36:41,439
If you're hearing a weird sound, I'm
rubbing my hands together in greedy, in

732
00:36:41,439 --> 00:36:46,159
greedy, , contemplation and expectation
and anticipation as I'm waiting.

733
00:36:46,759 --> 00:36:49,709
David: So here's what happens when I've
talked about this before that in order

734
00:36:49,709 --> 00:36:52,119
to get ready for a keynote, we go out
and talk to a couple of thousand people

735
00:36:52,119 --> 00:36:53,539
and ask them some questions and then.

736
00:36:53,779 --> 00:36:56,439
extrapolate the data from the
benchmark database and say,

737
00:36:56,439 --> 00:36:58,349
here's what we know about people
like that around their values.

738
00:36:58,639 --> 00:37:01,769
But since we're out talking to a
couple thousand people, which is a

739
00:37:01,769 --> 00:37:06,229
statistically representative sample of a
particular audience that we're studying,

740
00:37:06,569 --> 00:37:08,169
we ask them some other questions too.

741
00:37:08,609 --> 00:37:12,249
Uh, and so in this case we asked a couple
of questions that are more psychographic

742
00:37:12,249 --> 00:37:14,139
in nature, not value graphic in nature.

743
00:37:14,429 --> 00:37:15,409
And we're able to.

744
00:37:15,639 --> 00:37:17,349
Learn some other things
about these people.

745
00:37:17,359 --> 00:37:20,919
So one of the things we always ask is
what are your preferred media channels?

746
00:37:21,449 --> 00:37:24,419
So talking to a couple thousand folks
across the United States who have been

747
00:37:24,419 --> 00:37:27,439
input with an association at least five
years and volunteered at least once.

748
00:37:28,269 --> 00:37:33,349
What do you think their number one most
preferred media channel is for hearing

749
00:37:33,359 --> 00:37:35,319
information about their association?

750
00:37:35,449 --> 00:37:39,639
KiKi: Oh, um,

751
00:37:39,869 --> 00:37:40,429
David: you won't guess.

752
00:37:40,689 --> 00:37:42,289
It's a trick question.

753
00:37:43,689 --> 00:37:44,979
KiKi: They don't, they don't care.

754
00:37:45,159 --> 00:37:45,939
David: No, not at all.

755
00:37:46,429 --> 00:37:46,689
KiKi: What is it?

756
00:37:46,919 --> 00:37:49,789
David: One 70 percent of
this audience said Facebook

757
00:37:51,339 --> 00:37:55,749
KiKi: actually based on the association
chat audience, not necessarily

758
00:37:55,749 --> 00:38:00,899
surprised, you know, that's where I
have more engagement for, for the chat.

759
00:38:01,009 --> 00:38:01,339
Yeah.

760
00:38:01,339 --> 00:38:06,149
David: Facebook then LinkedIn
and by just a, just a hair.

761
00:38:06,369 --> 00:38:09,109
So they're almost tied neck and
neck, Facebook and LinkedIn.

762
00:38:09,139 --> 00:38:12,839
And then the next one down
was personal recommendations.

763
00:38:13,549 --> 00:38:15,959
So word of mouth gets way up there.

764
00:38:15,969 --> 00:38:18,519
So if I was an association
leader, I'd say, okay, cool.

765
00:38:18,799 --> 00:38:21,479
This has helped me rationalize the
money I'm spending on social media,

766
00:38:21,479 --> 00:38:24,849
engagement, and, and continuing to
put our messages and our stories out

767
00:38:24,849 --> 00:38:29,819
there on Facebook and LinkedIn, uh,
Instagram way down the list, by the way.

768
00:38:29,819 --> 00:38:32,479
So we're really just talking
about Facebook and LinkedIn.

769
00:38:32,909 --> 00:38:37,819
Um, but personal recommendations,
networking, professional recommendations,

770
00:38:38,129 --> 00:38:40,029
uh, those are in a clump.

771
00:38:40,079 --> 00:38:40,899
Those are the next thing.

772
00:38:40,899 --> 00:38:44,469
So I've got to bundle those all up and
say, that's, that's a word of mouth.

773
00:38:44,779 --> 00:38:49,349
So what are you doing as an organization
to get people to talk to each other

774
00:38:49,559 --> 00:38:53,219
about the stuff that they need to know
that's going on inside the association?

775
00:38:53,219 --> 00:38:58,254
I think about, you know, back in, Growing
up as a kid in, in, in, in Winnipeg

776
00:38:58,714 --> 00:39:04,344
when, uh, we had like terrible, terrible
winter snow storms, uh, there was phone

777
00:39:04,344 --> 00:39:09,974
trees, uh, and you know, the one mom's
responsibility was to call three moms

778
00:39:09,974 --> 00:39:11,424
and each of them called three moms.

779
00:39:11,424 --> 00:39:14,654
And when the school was shut down for
the day, this is how they got word to us.

780
00:39:15,114 --> 00:39:16,764
Uh, there wasn't any social media.

781
00:39:16,774 --> 00:39:20,174
You couldn't just like post something
on Twitter and the, or on the internet.

782
00:39:20,259 --> 00:39:20,459
Right.

783
00:39:20,499 --> 00:39:21,919
Um, I'm that old.

784
00:39:22,389 --> 00:39:27,409
Uh, so what are, what are we, what
are, what are the ways that you can

785
00:39:27,489 --> 00:39:31,569
activate word of mouth inside your
association to get people to talk to

786
00:39:31,569 --> 00:39:33,189
each other about the important stuff?

787
00:39:33,519 --> 00:39:36,849
KiKi: I think that that gets lost
so often because, um, what I've

788
00:39:36,849 --> 00:39:41,359
seen with like online communities
for associations specifically is

789
00:39:41,359 --> 00:39:45,419
like, uh, there'll be a focus on
getting everybody onto a platform.

790
00:39:45,449 --> 00:39:46,859
There'll be a focus on.

791
00:39:47,184 --> 00:39:52,174
Pushing content out, but there's
not as much focus on how do we

792
00:39:52,174 --> 00:39:53,854
get people talking to each other?

793
00:39:54,294 --> 00:40:00,094
And it's not like, you know, I think
that sometimes associations and

794
00:40:00,094 --> 00:40:04,224
association staff will, we'll be
thinking about like, Oh, well, we need

795
00:40:04,224 --> 00:40:06,464
to provide all of these resources.

796
00:40:06,484 --> 00:40:09,694
And like, if we give it
to them, that's enough.

797
00:40:09,784 --> 00:40:13,184
And it's like, no, how do you foster.

798
00:40:13,444 --> 00:40:17,314
connection and, conversation, you
know, like how do you get people

799
00:40:17,314 --> 00:40:21,604
talking to one another, not necessarily
talking to, just back to you,

800
00:40:21,694 --> 00:40:23,944
David: and, and yeah, give
everybody some resources.

801
00:40:23,974 --> 00:40:27,464
I've seen this so many times, like
here's a PDF that you can forward

802
00:40:27,464 --> 00:40:28,824
easily to all of your friends.

803
00:40:28,824 --> 00:40:29,914
No one's gonna do that.

804
00:40:29,944 --> 00:40:33,344
Why, why would I bother my
friends with another PDF that

805
00:40:33,344 --> 00:40:34,604
they have to download and read?

806
00:40:35,664 --> 00:40:36,024
So yeah.

807
00:40:36,024 --> 00:40:39,134
Thinking outside the box, uh,
around how do we just get some

808
00:40:39,134 --> 00:40:43,644
good old fashioned kind of Chatter
going on, uh, amongst our members.

809
00:40:43,824 --> 00:40:44,214
Uh, yeah.

810
00:40:44,334 --> 00:40:47,954
And, um, harnessing that
power of human interaction.

811
00:40:47,954 --> 00:40:49,214
So, so that's one.

812
00:40:49,339 --> 00:40:49,579
KiKi: Interesting.

813
00:40:49,754 --> 00:40:50,444
That's a good one.

814
00:40:50,534 --> 00:40:50,954
Yeah, that is

815
00:40:50,954 --> 00:40:51,374
David: a good one.

816
00:40:51,434 --> 00:40:54,014
So another one of these, uh,
more psychographic questions,

817
00:40:54,344 --> 00:40:57,285
um, that we asked is what we
call the deal maker deal breaker.

818
00:40:57,834 --> 00:40:58,254
Question.

819
00:40:58,814 --> 00:41:01,544
And again, we do this with every industry.

820
00:41:01,544 --> 00:41:03,504
It's not unique to this particular study.

821
00:41:03,534 --> 00:41:05,894
Every speech I give, we
always have this information.

822
00:41:05,894 --> 00:41:08,094
It rarely makes it into the
keynote because there's so

823
00:41:08,094 --> 00:41:09,114
much else to talk about.

824
00:41:09,114 --> 00:41:10,894
But here it is sharing it with you.

825
00:41:11,824 --> 00:41:16,034
So the dealmaker deal breaker
for professional associations.

826
00:41:16,034 --> 00:41:17,384
What's the one thing?

827
00:41:18,084 --> 00:41:19,164
This is the deal maker question.

828
00:41:19,464 --> 00:41:21,504
The one thing that would make
you say, yep, absolutely.

829
00:41:21,504 --> 00:41:25,134
I'm joining that organization I'm
in and I'm gonna be participating.

830
00:41:25,194 --> 00:41:25,764
Participating.

831
00:41:25,764 --> 00:41:27,324
Like, what's the one thing?

832
00:41:27,784 --> 00:41:33,094
And the one thing in this case,
uh, that's a deal maker is, I'm

833
00:41:33,094 --> 00:41:34,324
gonna give you two, the top two.

834
00:41:34,324 --> 00:41:36,094
The first one is community.

835
00:41:36,544 --> 00:41:36,754
Mm-Hmm.

836
00:41:37,204 --> 00:41:40,324
. They wanna know that there, there's,
there's a perception that there's

837
00:41:40,324 --> 00:41:43,504
gonna, that they're joining a
supportive and welcoming community.

838
00:41:44,024 --> 00:41:44,144
So.

839
00:41:44,724 --> 00:41:46,364
We all talk about community a lot.

840
00:41:46,664 --> 00:41:49,464
Uh, we all talk about, Oh, Oh yeah,
we're, of course we're a community.

841
00:41:49,904 --> 00:41:51,854
Uh, but what's the proof?

842
00:41:52,934 --> 00:41:56,134
Um, how often are your members
hanging out with each other when

843
00:41:56,134 --> 00:41:58,694
it's not the, uh, monthly luncheon?

844
00:41:59,124 --> 00:41:59,584
Right.

845
00:41:59,834 --> 00:42:04,044
How, how often are they, um, involved
in each other's personal lives?

846
00:42:04,044 --> 00:42:08,899
Do they even know what their spouse's
Names are, uh, what their, their friends,

847
00:42:09,449 --> 00:42:12,149
I hope they all know what their own
spouses names are, but they're, but

848
00:42:12,149 --> 00:42:14,989
they know what each other's names on

849
00:42:14,989 --> 00:42:15,899
KiKi: the association.

850
00:42:15,899 --> 00:42:18,559
Um,

851
00:42:18,559 --> 00:42:22,789
David: but, but what's the
proof there's a community here.

852
00:42:23,259 --> 00:42:24,879
And if you have proof, great.

853
00:42:25,009 --> 00:42:26,424
Talk about it loud and clear.

854
00:42:26,564 --> 00:42:31,434
Social media, put it on your website, you
know, just like, you know, guess what?

855
00:42:31,434 --> 00:42:35,164
A bunch of our members went and formed a
book club, which had nothing to do with

856
00:42:35,164 --> 00:42:36,454
us, but they're having a great time.

857
00:42:36,454 --> 00:42:39,554
And if you're all interested in joining
me, you should go join that book club too.

858
00:42:39,574 --> 00:42:42,134
Cause they look like they're having
a great time and yay guys go.

859
00:42:42,834 --> 00:42:45,184
Uh, so what, what's the
proof that there's community?

860
00:42:45,184 --> 00:42:47,534
And then the second
one is, um, innovation.

861
00:42:49,504 --> 00:42:54,424
People want, they, they expect their
membership, uh, in these organizations

862
00:42:54,424 --> 00:42:58,374
to be about, show me the new, the stuff I
I'm not going to find out anywhere else.

863
00:42:58,404 --> 00:43:02,624
I want to, I expect you, I want you
to help me be on the leading edge of

864
00:43:02,624 --> 00:43:06,824
whatever it is our profession is about,
or the reason we have an association.

865
00:43:06,824 --> 00:43:10,374
So if you can get community and innovation
happening, those are two things that

866
00:43:10,374 --> 00:43:12,164
are like the absolute deal maker.

867
00:43:12,214 --> 00:43:12,994
Yes, I'm in.

868
00:43:13,354 --> 00:43:13,744
Yeah.

869
00:43:13,784 --> 00:43:14,764
Now let's go to the other side.

870
00:43:14,944 --> 00:43:17,974
What's going to make me light my
hair on fire and run away screaming?

871
00:43:17,974 --> 00:43:21,034
Uh, the first one is high.

872
00:43:21,584 --> 00:43:22,624
Membership fees.

873
00:43:25,264 --> 00:43:28,824
Now that's a, to me, that's
a value conversation.

874
00:43:29,714 --> 00:43:32,724
What's a high fee that depends
on what I'm getting for it.

875
00:43:32,734 --> 00:43:33,274
Doesn't it?

876
00:43:33,734 --> 00:43:39,374
Uh, so, uh, but, but as association
leaders, what we have to listen, what

877
00:43:39,374 --> 00:43:43,744
we, what, what association leaders have
to take away from this is if you're not.

878
00:43:44,124 --> 00:43:49,274
Talking about that value, uh, uh,
equation, then you're going to be losing

879
00:43:49,274 --> 00:43:54,424
people because if it's not obvious
that this is worth twice as much as I'm

880
00:43:54,424 --> 00:43:57,184
paying, then they're not going to stay.

881
00:43:57,764 --> 00:43:58,194
KiKi: Right.

882
00:43:58,764 --> 00:44:02,854
David: It's an incredibly
important platform plank in the

883
00:44:02,854 --> 00:44:04,584
platform, uh, to be focused on.

884
00:44:04,584 --> 00:44:07,744
And the second one
here, um, is geographic.

885
00:44:08,029 --> 00:44:08,809
Bias.

886
00:44:09,429 --> 00:44:16,149
So this, you know, we're urban and you
know, we're, I live in the outskirts

887
00:44:16,159 --> 00:44:20,309
when everything happens is for the people
who live in downtown or, uh, this is

888
00:44:20,309 --> 00:44:21,709
supposed to be a national association.

889
00:44:21,709 --> 00:44:25,539
So why is everything happening in New
York and LA and not here where I live?

890
00:44:25,549 --> 00:44:27,439
And why do I, the one
who always has to travel?

891
00:44:27,439 --> 00:44:31,589
And so geographic bias is number two
thing that'll make me run away screaming.

892
00:44:32,294 --> 00:44:33,174
KiKi: I can see that.

893
00:44:33,244 --> 00:44:34,504
I can totally see that.

894
00:44:34,584 --> 00:44:38,744
It just kind of depends on how
satisfied and how robust that

895
00:44:38,744 --> 00:44:43,434
membership is and, and, you know,
happy they are in those sections.

896
00:44:43,494 --> 00:44:48,004
This resonates because I used to work
with chapters, component relations,

897
00:44:48,044 --> 00:44:50,254
uh, back in the day when I started out

898
00:44:50,474 --> 00:44:51,804
David: relations, that's what it's called.

899
00:44:51,994 --> 00:44:55,594
KiKi: It's called component
relations because it can be sections.

900
00:44:55,614 --> 00:44:59,854
It can be, um, special interest
groups that can be chapters.

901
00:45:00,704 --> 00:45:02,614
, so it's called all kinds
of different things,

902
00:45:02,614 --> 00:45:03,114
David: relations,

903
00:45:03,604 --> 00:45:05,234
KiKi: relations, and there's a whole.

904
00:45:05,614 --> 00:45:09,454
This is a whole, , segment
of association professional.

905
00:45:09,974 --> 00:45:13,354
And if you know, you'll, you know,
if you work in chapters, you know,

906
00:45:13,354 --> 00:45:15,124
component relations, what that means.

907
00:45:15,914 --> 00:45:16,474
Interesting.

908
00:45:17,804 --> 00:45:18,114
I learned

909
00:45:18,114 --> 00:45:18,734
David: a new thing today.

910
00:45:18,734 --> 00:45:20,786
I'm going to start talking
like I'm an insider.

911
00:45:20,786 --> 00:45:21,926
Like I, it sounds like

912
00:45:21,926 --> 00:45:25,524
KiKi: I smell like stereo pieces or
like speakers or something, I know it

913
00:45:25,524 --> 00:45:30,004
does sound a little bit like component
relations, but yeah, it's like, it needs

914
00:45:30,004 --> 00:45:31,004
David: a new component.

915
00:45:31,094 --> 00:45:31,554
Uh, that's it.

916
00:45:32,039 --> 00:45:35,709
Yeah, and, and, and you know
what, I don't want us to be super

917
00:45:35,709 --> 00:45:38,379
negative about this, but I do want
to mention one last one around this.

918
00:45:38,389 --> 00:45:39,489
Cause I think it's really important.

919
00:45:39,499 --> 00:45:43,069
The third most important thing that's
a deal breaker, the runaway screaming

920
00:45:43,069 --> 00:45:45,569
with my hair on fire, internal politics.

921
00:45:46,059 --> 00:45:47,229
KiKi: Oh yeah.

922
00:45:47,329 --> 00:45:48,749
Oh no.

923
00:45:49,959 --> 00:45:54,629
David: So, uh, the value
equation, the geographical bias

924
00:45:54,789 --> 00:45:55,939
and then internal politics.

925
00:45:57,849 --> 00:45:58,749
KiKi: That's interesting.

926
00:45:59,249 --> 00:46:01,939
That's, that's a, that's a good
argument for why you should care

927
00:46:01,939 --> 00:46:07,249
about your culture and why you should,
you know, pay attention to what's

928
00:46:07,249 --> 00:46:12,619
happening with the way that you relate
internally and not just looking outward.

929
00:46:13,069 --> 00:46:15,669
David: Well, and, and the, the
data, when we dig in deeper

930
00:46:15,669 --> 00:46:17,199
behind, what does that mean?

931
00:46:17,869 --> 00:46:21,989
It's specifically about power struggles
between leaders and hopeful leaders.

932
00:46:22,249 --> 00:46:24,349
KiKi: Oh, Ooh,

933
00:46:24,559 --> 00:46:25,009
David: I know.

934
00:46:25,009 --> 00:46:26,024
Kind of.

935
00:46:26,174 --> 00:46:26,544
Kind of.

936
00:46:26,894 --> 00:46:27,324
Yeah.

937
00:46:27,404 --> 00:46:28,004
Interesting.

938
00:46:28,004 --> 00:46:28,224
Huh?

939
00:46:28,614 --> 00:46:31,784
Uh, we may think that some of that
stuff is kind of just behind closed

940
00:46:31,784 --> 00:46:36,874
doors, but it's not, uh, it's
not, it's a not, it's not enough.

941
00:46:37,144 --> 00:46:41,784
The 2000 people we talked to across
the United States, uh, it was 40

942
00:46:41,784 --> 00:46:46,284
percent of them said internal politics
leaders versus hopeful leaders.

943
00:46:47,014 --> 00:46:47,494
KiKi: Wow.

944
00:46:48,074 --> 00:46:49,174
David: So keep it friendly folks.

945
00:46:49,684 --> 00:46:50,454
KiKi: Yeah.

946
00:46:50,634 --> 00:46:51,384
Yeah.

947
00:46:51,484 --> 00:46:51,954
Okay.

948
00:46:51,974 --> 00:46:54,104
Well, that's, that is spicy.

949
00:46:54,884 --> 00:46:56,514
What about, there's one more, right?

950
00:46:56,584 --> 00:46:56,974
Yeah, the

951
00:46:56,974 --> 00:46:57,384
David: third one.

952
00:46:57,444 --> 00:46:59,054
Okay, one of my favorite questions.

953
00:46:59,054 --> 00:47:02,124
We ask this for every keynote,
every, every audience we study.

954
00:47:02,544 --> 00:47:04,874
What do you, we call it the
love, hate, wish question.

955
00:47:05,544 --> 00:47:10,554
What do you love, hate and wish you could
change about whatever we're talking about?

956
00:47:10,554 --> 00:47:12,214
So in this case, professional association.

957
00:47:12,214 --> 00:47:16,144
So love, number one
response for thing I love.

958
00:47:16,784 --> 00:47:18,694
I don't think anyone's
going to be surprised.

959
00:47:19,194 --> 00:47:20,654
Uh, networking opportunities.

960
00:47:20,939 --> 00:47:21,349
KiKi: Yeah.

961
00:47:21,549 --> 00:47:21,899
David: Yep.

962
00:47:22,319 --> 00:47:25,999
That's seems pretty, pretty obvious.

963
00:47:26,339 --> 00:47:28,359
But then what I thought was
interesting was number two and number

964
00:47:28,359 --> 00:47:32,169
three, number two was community
above professional development.

965
00:47:33,199 --> 00:47:36,539
So networking opportunities, community,
and then professional development.

966
00:47:36,539 --> 00:47:39,699
So that community piece, remember it also
came up under dealmaker deal breaker.

967
00:47:40,239 --> 00:47:43,439
So that's twice now that it's
reared its head, which just

968
00:47:43,439 --> 00:47:45,574
reinforces how important that is.

969
00:47:45,574 --> 00:47:45,639
Yep.

970
00:47:45,819 --> 00:47:49,459
Conversation we just had around community
really really is if you've got a good

971
00:47:49,459 --> 00:47:53,689
sense of community Find those little
bright spots find those moments that

972
00:47:53,729 --> 00:47:58,399
illustrate how tight this community is
and how you're going to just get Folded

973
00:47:58,399 --> 00:48:03,179
in here and feel part of this big happy
family Uh and and elevate those stories

974
00:48:03,219 --> 00:48:06,529
make sure people know about those things
that are going on because it's hugely

975
00:48:06,529 --> 00:48:12,049
important three things I hate about
professional associations in order,

976
00:48:13,149 --> 00:48:21,194
uh I've felt this one, uh, exclusivity
feeling excluded from the inner circle.

977
00:48:22,414 --> 00:48:24,144
KiKi: I was actually thinking about that.

978
00:48:24,154 --> 00:48:27,944
When you were talking about what
people love is the community part.

979
00:48:27,994 --> 00:48:30,974
I was thinking about what makes
people feel like they're not a

980
00:48:30,974 --> 00:48:36,014
part of the community and it feeds
directly into this idea that.

981
00:48:36,379 --> 00:48:40,899
Only certain people, they only certain
people get that, that exclusivity.

982
00:48:42,389 --> 00:48:47,809
David: Uh, number two and number three,
um, with a really fairly decent, I mean,

983
00:48:47,809 --> 00:48:50,229
it's outside of our margin of error of 3.

984
00:48:50,229 --> 00:48:50,229
5%.

985
00:48:50,229 --> 00:48:53,139
So they're worth mentioning,
uh, superficial relationships.

986
00:48:53,149 --> 00:48:57,339
So that's that, what that means
is networking without purpose or.

987
00:48:58,179 --> 00:49:00,459
You know, just like, Oh, hi, hi.

988
00:49:00,459 --> 00:49:00,789
How are you?

989
00:49:00,819 --> 00:49:01,259
Air kiss,

990
00:49:01,259 --> 00:49:03,259
KiKi: but

991
00:49:03,259 --> 00:49:08,939
David: not really value relationships
that matter, which is a subset of

992
00:49:08,939 --> 00:49:10,589
community as far as I'm concerned.

993
00:49:10,979 --> 00:49:14,449
So there we are with that community piece
coming back up in a slightly different

994
00:49:14,449 --> 00:49:18,529
way, and the third one is affordability,
which goes back to that value equation.

995
00:49:18,529 --> 00:49:20,849
We already talked about around
deal makers and deal breakers.

996
00:49:20,849 --> 00:49:24,929
So there, again, whenever we
see those same, um, messages.

997
00:49:25,354 --> 00:49:30,524
In two or three different ways that you
ask a question, that's a red, red flare.

998
00:49:30,574 --> 00:49:32,624
That's a, that's a three alarm fire.

999
00:49:33,314 --> 00:49:36,884
So, uh, that value equation
really needs to be thought.

1000
00:49:36,904 --> 00:49:40,834
How do we tell people that this
is worth more than they're paying?

1001
00:49:41,034 --> 00:49:42,134
What's the proof.

1002
00:49:44,524 --> 00:49:48,154
And that would be an amazing thing
to sit around and brainstorm about

1003
00:49:48,164 --> 00:49:50,344
because those proof points are.

1004
00:49:50,769 --> 00:49:54,529
Um, in some cases, the most
important ones aren't going to

1005
00:49:54,539 --> 00:49:56,239
be financial proof points at all.

1006
00:49:56,679 --> 00:50:01,789
They're going to be about the value of
those non superficial relationships and

1007
00:50:01,799 --> 00:50:06,399
how someone because of this organization
met this person and that person and

1008
00:50:06,399 --> 00:50:09,549
that formed a partnership that this
thing happened and then as a result

1009
00:50:09,549 --> 00:50:14,259
of that, their kids were able to do
this stuff and um, we all know those

1010
00:50:14,259 --> 00:50:18,399
stories inside our organizations, but
how often are we telling those stories?

1011
00:50:18,899 --> 00:50:20,069
KiKi: We're not.

1012
00:50:20,254 --> 00:50:25,454
Not like I'm not nearly enough like I and
we want the stories we want to be able

1013
00:50:25,454 --> 00:50:29,914
to that's to me that would definitely
be one of those things where I'm like,

1014
00:50:29,984 --> 00:50:32,044
I want that I want to be a part of that.

1015
00:50:32,084 --> 00:50:33,634
That's a group I want to be a part of.

1016
00:50:33,844 --> 00:50:35,544
And the stories

1017
00:50:35,544 --> 00:50:38,359
David: is all of these so far have
been very much about How do we tell

1018
00:50:38,359 --> 00:50:39,569
better stories about this stuff?

1019
00:50:39,569 --> 00:50:42,589
And one of my favorite, favorite
pieces of wisdom that I ever

1020
00:50:42,599 --> 00:50:46,799
picked up was that stories are the
currency of human relationships.

1021
00:50:47,169 --> 00:50:50,199
We exchange stories and
that's our currency.

1022
00:50:50,199 --> 00:50:52,209
That's how we become like you and I, Kiki.

1023
00:50:52,209 --> 00:50:54,609
We met the first time we
met, we traded some stories.

1024
00:50:54,609 --> 00:50:55,799
We kind of liked each other's story.

1025
00:50:55,799 --> 00:50:59,139
And then we met again and we traded
some more stories and now we're telling

1026
00:50:59,139 --> 00:51:00,899
each other all kinds of crazy stories.

1027
00:51:00,899 --> 00:51:03,199
And it's the way we build relationships.

1028
00:51:03,199 --> 00:51:05,149
And it's true, uh, between.

1029
00:51:05,389 --> 00:51:06,069
Two people.

1030
00:51:06,079 --> 00:51:10,309
It's also true between me and the
association that I am part of, or that

1031
00:51:10,339 --> 00:51:12,359
would like me to be part of, of, of them.

1032
00:51:13,749 --> 00:51:16,849
And then lastly, the wish, what,
what do I wish I could change now?

1033
00:51:16,859 --> 00:51:19,239
This is where things always
come up again, right?

1034
00:51:19,239 --> 00:51:20,259
Because we said, what do you love?

1035
00:51:20,259 --> 00:51:20,749
What do you hate?

1036
00:51:20,759 --> 00:51:22,079
What do you wish you could change?

1037
00:51:22,089 --> 00:51:24,419
Sometimes it relates back
to the loves and the hates.

1038
00:51:25,559 --> 00:51:29,599
And it does, uh, number one, biggest
thing that I wish I could change,

1039
00:51:29,649 --> 00:51:37,169
enhance networking, meaningful networking
opportunities, not just superficial.

1040
00:51:37,244 --> 00:51:38,064
Oh, clink, clink.

1041
00:51:38,074 --> 00:51:41,014
Oh, they're calling it champagne,
but really it's Prosecco.

1042
00:51:41,014 --> 00:51:41,344
Ha.

1043
00:51:46,254 --> 00:51:48,094
Like that's not what I paid to do it.

1044
00:51:48,154 --> 00:51:48,464
I paid.

1045
00:51:49,194 --> 00:51:51,524
KiKi: I know I've been
to many of those events.

1046
00:51:51,564 --> 00:51:52,084
Oh yeah.

1047
00:51:52,444 --> 00:51:52,874
David: Yeah.

1048
00:51:53,124 --> 00:51:53,234
Yeah.

1049
00:51:54,074 --> 00:51:57,104
Uh, and then number two, wish
I could change affordability.

1050
00:51:57,199 --> 00:51:59,879
Uh, it's that value equation again.

1051
00:52:00,559 --> 00:52:04,419
And then lastly, um, accessibility,
fewer inner circles and

1052
00:52:04,419 --> 00:52:05,629
barriers to participation.

1053
00:52:06,079 --> 00:52:09,619
So I will tell you one other
story about another association.

1054
00:52:09,619 --> 00:52:12,059
We profiled a long time ago,
one of the largest in the world.

1055
00:52:12,389 --> 00:52:14,169
I'm not going to name them
because it's not a good story.

1056
00:52:14,899 --> 00:52:18,904
Um, they came to me and said, um,
We're having a really hard time

1057
00:52:18,904 --> 00:52:23,464
getting people in our profession to
join our association, which has been

1058
00:52:23,474 --> 00:52:27,994
around for an enormous amount of time
and is the de facto organization for

1059
00:52:27,994 --> 00:52:29,824
everybody in this particular profession.

1060
00:52:30,454 --> 00:52:32,304
Why are the youngsters not joining?

1061
00:52:32,914 --> 00:52:37,094
So we went out and profiled,
uh, people who are of all ages

1062
00:52:37,094 --> 00:52:37,944
and people who, who are young.

1063
00:52:39,384 --> 00:52:45,634
Uh, and people who are, yeah, just
across the board, we was people

1064
00:52:45,634 --> 00:52:48,174
who aren't members, but should
be, and people who are members.

1065
00:52:48,204 --> 00:52:50,574
Oh, and also people who
are members, but left.

1066
00:52:51,044 --> 00:52:53,684
Oh, we had all three

1067
00:52:53,684 --> 00:52:55,914
KiKi: kind

1068
00:52:55,914 --> 00:52:57,924
David: of dig in there and see
what those shared values are

1069
00:52:57,924 --> 00:52:58,884
and what are their differences.

1070
00:52:59,174 --> 00:53:04,494
And the big takeaway was it
had been around for so long

1071
00:53:04,644 --> 00:53:09,124
and it served the senior people
inside the organization so well.

1072
00:53:10,224 --> 00:53:12,374
that there was a, there
were, there were fences up.

1073
00:53:13,244 --> 00:53:17,064
Uh, the only way I was going to get any
benefit out of this organization is, is

1074
00:53:17,064 --> 00:53:24,384
was if I was a senior person too, I had to
be a certain level inside this profession.

1075
00:53:24,384 --> 00:53:26,004
I had to have a certain number of degrees.

1076
00:53:26,004 --> 00:53:27,674
I had to have a certain
number of this and that.

1077
00:53:27,674 --> 00:53:31,494
And the other thing in order to
be taken seriously and to reap the

1078
00:53:31,504 --> 00:53:36,644
benefits of this organization and the
organization was run by Senior, senior,

1079
00:53:36,644 --> 00:53:38,944
senior level folks, which makes sense.

1080
00:53:38,944 --> 00:53:39,644
They're the smart ones.

1081
00:53:39,644 --> 00:53:42,714
They've been around a long time, but
they did it in a way where the barriers

1082
00:53:42,714 --> 00:53:47,104
to entry to anybody coming into the
associate was like, we paid our dues,

1083
00:53:47,114 --> 00:53:51,104
you pay your dues, and then you get
to be with us and hang out with the

1084
00:53:51,134 --> 00:53:52,864
big kids at the cool kids table.

1085
00:53:53,524 --> 00:53:53,774
Right.

1086
00:53:53,814 --> 00:53:58,359
Uh, and so when I presented this
information, uh, I'd been asked

1087
00:53:58,369 --> 00:54:02,489
to come to the board of directors,
um, retreat in an exotic locale.

1088
00:54:02,509 --> 00:54:03,749
We'd paid for a ticket.

1089
00:54:03,779 --> 00:54:04,199
I was ready.

1090
00:54:04,249 --> 00:54:08,599
I was literally the day I was packing
my bag to leave to go to the airport.

1091
00:54:08,979 --> 00:54:13,539
Um, a summary of what my findings
were made its way to, um, uh,

1092
00:54:13,559 --> 00:54:16,759
the organizers who called me and
said, do not get on that plane.

1093
00:54:19,059 --> 00:54:21,199
This is not the message we want
our board of directors to hear.

1094
00:54:21,794 --> 00:54:22,504
KiKi: No,

1095
00:54:22,654 --> 00:54:23,664
David: do not get in that plane.

1096
00:54:23,664 --> 00:54:25,804
I said, well, you know, it's non
refundable and I'm still going to

1097
00:54:25,804 --> 00:54:27,464
charge you for my time in the research.

1098
00:54:27,504 --> 00:54:28,504
They said, we understand.

1099
00:54:28,554 --> 00:54:29,664
Do not get on that plane.

1100
00:54:30,164 --> 00:54:31,544
KiKi: Oh my gosh.

1101
00:54:31,834 --> 00:54:32,284
Okay.

1102
00:54:32,744 --> 00:54:33,244
David: Got it.

1103
00:54:34,134 --> 00:54:37,674
Uh, and that report, uh, was,
uh, conveniently buried in

1104
00:54:37,674 --> 00:54:39,074
the back of a file cabinet.

1105
00:54:39,674 --> 00:54:40,534
KiKi: Amazing.

1106
00:54:40,654 --> 00:54:42,304
Yeah, that is horrible.

1107
00:54:42,464 --> 00:54:43,284
You know why?

1108
00:54:43,364 --> 00:54:44,104
I think that.

1109
00:54:44,809 --> 00:54:48,769
What you're describing happens
in a lot of associations.

1110
00:54:48,849 --> 00:54:53,039
, I, I see this happening
for a number of reasons.

1111
00:54:53,049 --> 00:54:58,119
Because when they get to that leadership,
um, level where they are the ones

1112
00:54:58,119 --> 00:55:02,139
that are sitting on the board they
want things to sort of cater to them

1113
00:55:02,169 --> 00:55:04,079
and they feel comfortable that way.

1114
00:55:04,159 --> 00:55:08,999
Everybody is sort of keeping that
going for as long as possible.

1115
00:55:09,649 --> 00:55:10,180
Oh, I like a lot of things.

1116
00:55:10,180 --> 00:55:11,167
But I think that sometimes these systems
people end up with their problem,

1117
00:55:11,167 --> 00:55:17,339
which is like saying, why are the young
and not saying that this hierarchical

1118
00:55:17,339 --> 00:55:20,419
David: systems like that are
wonderful if you're at the top of the

1119
00:55:20,419 --> 00:55:24,529
hierarchy, uh, and if you're not at
the top of the hierarchy, they suck.

1120
00:55:24,579 --> 00:55:27,059
And if the folks at the top of
the hierarchy are sitting around

1121
00:55:27,059 --> 00:55:29,189
going, why doesn't anybody want
to come and play with this?

1122
00:55:29,249 --> 00:55:30,779
Well, because you're making
it terrible for them.

1123
00:55:30,829 --> 00:55:32,179
It's because they're not at
the top of the hierarchy.

1124
00:55:32,179 --> 00:55:32,979
Flatten it out.

1125
00:55:33,419 --> 00:55:35,399
You know, find ways to keep it going.

1126
00:55:35,539 --> 00:55:42,419
Keep the reasons why the, the elders
are the elders, uh, but the elders

1127
00:55:43,719 --> 00:55:47,689
shouldn't be the only people who
benefit from any organization.

1128
00:55:47,929 --> 00:55:48,779
KiKi: Yeah, no.

1129
00:55:48,869 --> 00:55:49,649
David: association.

1130
00:55:49,719 --> 00:55:50,669
KiKi: Absolutely not.

1131
00:55:50,709 --> 00:55:54,949
And, by the way, Elders, if you're
listening or whatever, like any

1132
00:55:54,949 --> 00:55:59,609
association leaders that giving back,
we think a lot of times about the giving

1133
00:55:59,609 --> 00:56:04,399
back of, of people who get to that level
as giving back to the foundation, they

1134
00:56:04,399 --> 00:56:08,079
give back financially, they, they attend
all of the big meetings and they spend

1135
00:56:08,079 --> 00:56:12,974
a lot of money with the organization,
but Hey, Tap on their shoulders.

1136
00:56:12,974 --> 00:56:16,914
The giving back should be spending
time, , building up those relationships

1137
00:56:16,914 --> 00:56:21,544
with the younger members who are
coming in and feel, you know, figuring

1138
00:56:21,564 --> 00:56:25,314
out how you can sort of match,
make and connect people like that.

1139
00:56:25,774 --> 00:56:29,494
It's like bringing them together in that
networking opportunity to provide the

1140
00:56:29,494 --> 00:56:36,899
value, to bring people up and to provide
that value for why new people in the

1141
00:56:36,909 --> 00:56:42,069
industry and in the association can then
get a leg up and see why they belong.

1142
00:56:42,499 --> 00:56:47,929
David: And I'm, I'm, I'm, I'm, I'm dying
to say this because all of these things

1143
00:56:47,929 --> 00:56:49,769
we've talked about, all of these issues.

1144
00:56:50,119 --> 00:56:55,079
These challenges, these, um, uh, uh,
weak spots that we've just been talking

1145
00:56:55,079 --> 00:57:00,359
about and the good spots, you know, all
of them can be solved by understanding

1146
00:57:00,359 --> 00:57:06,349
what people value and values are the
answer to every situation because every

1147
00:57:06,349 --> 00:57:08,789
situation somehow is about people.

1148
00:57:09,564 --> 00:57:12,304
Uh, and people are only
driven by their values.

1149
00:57:12,314 --> 00:57:16,294
So if you know the values of the people
who are association members and the

1150
00:57:16,294 --> 00:57:19,514
folks who should be association members,
and maybe like that other group I was

1151
00:57:19,544 --> 00:57:23,704
talking about, the folks who left, you
can sit back and go, well, gee, let's

1152
00:57:23,724 --> 00:57:29,114
be a values driven association and
figure out how to deliver, uh, what

1153
00:57:29,124 --> 00:57:33,544
people care about the most deep inside
their hearts and be a place for them.

1154
00:57:34,624 --> 00:57:39,894
Where they can come together on common
ground, uh, and feel like this is home,

1155
00:57:39,894 --> 00:57:43,064
not to be too, you know, motherhood
and apple pie about it, but feel like

1156
00:57:43,064 --> 00:57:47,084
this is a home away from home in a, in
a, of course, in a professional way.

1157
00:57:47,084 --> 00:57:50,869
I don't want this to sound all warm and
fuzzy and poetic, but cause it's not, I

1158
00:57:50,869 --> 00:57:52,524
KiKi: was digging this moment.

1159
00:57:52,524 --> 00:57:54,354
You're taking me out
of my moment of sound.

1160
00:57:54,494 --> 00:57:57,734
I was, I was just like, Oh,
listen to him land the plane.

1161
00:57:57,734 --> 00:57:58,154
I love it,

1162
00:57:58,574 --> 00:58:02,554
David: you know, consider the
plane landed, but you know, I,

1163
00:58:02,554 --> 00:58:04,714
I just, I, I sometimes I think.

1164
00:58:05,334 --> 00:58:08,814
One of the problems I have with
the work that we do is that it

1165
00:58:08,814 --> 00:58:11,554
does have a lot of those motherhood
and apple pie kinds of things.

1166
00:58:11,554 --> 00:58:15,334
It's about our values, about
what's important inside our hearts.

1167
00:58:16,104 --> 00:58:19,264
And I got to keep reminding people
and myself that, yeah, but it's data.

1168
00:58:19,624 --> 00:58:20,104
KiKi: Yeah.

1169
00:58:20,244 --> 00:58:23,014
David: It is motherhood and
apple pie based on data.

1170
00:58:23,254 --> 00:58:27,324
Uh, and that's what makes it true,
uh, and that's what makes it work.

1171
00:58:27,354 --> 00:58:29,084
And that's why they're
called power values.

1172
00:58:29,084 --> 00:58:32,174
And that's why this
stuff is so, so valuable.

1173
00:58:32,324 --> 00:58:33,734
And I want to end with one quick story.

1174
00:58:33,734 --> 00:58:34,574
You know what it's going to be?

1175
00:58:34,594 --> 00:58:36,484
Cause I always end
everything with this story.

1176
00:58:36,854 --> 00:58:37,244
Okay.

1177
00:58:37,414 --> 00:58:39,154
Uh, there's a really big reason.

1178
00:58:39,259 --> 00:58:41,129
Why we have to start thinking this way.

1179
00:58:41,489 --> 00:58:43,879
And it's really effective
to think this way.

1180
00:58:43,889 --> 00:58:47,029
It's a 89 percent effective
instead of 10 percent effective.

1181
00:58:47,029 --> 00:58:49,209
I mean, there's all kinds of good
business reasons why we should start

1182
00:58:49,209 --> 00:58:51,879
changing the way we look at each
other and understanding people.

1183
00:58:52,569 --> 00:58:54,939
Uh, but this one is
bigger than all of that.

1184
00:58:55,329 --> 00:58:56,279
And that's because.

1185
00:58:57,034 --> 00:59:02,914
The longer we keep using outdated
demographic stereotypes to think

1186
00:59:02,914 --> 00:59:05,214
about people, the longer we keep
looking at groups of people and

1187
00:59:05,214 --> 00:59:06,524
say, what are their demographics?

1188
00:59:06,944 --> 00:59:10,274
The longer that forces us to use
stereotypes, because if you, as

1189
00:59:10,274 --> 00:59:14,174
ridiculous as this sounds, if you find
out that your association members are

1190
00:59:14,174 --> 00:59:19,754
73 percent female, you're going to
start using, stereotypes about women

1191
00:59:20,414 --> 00:59:21,614
to figure out what you should do.

1192
00:59:21,804 --> 00:59:24,494
And of course, women, we all
know how much they like pink.

1193
00:59:24,494 --> 00:59:27,674
So everything has to be pink now, right?

1194
00:59:27,674 --> 00:59:30,534
Because what else, because that's,
what else are you going to do?

1195
00:59:30,724 --> 00:59:33,364
Well, if all you know is that
they're women, you have to.

1196
00:59:34,534 --> 00:59:37,004
It forces us to think, and if you
don't think it's happening, go

1197
00:59:37,004 --> 00:59:39,394
into the toy stores and look at
the pink toys and the blue toys.

1198
00:59:39,394 --> 00:59:42,744
It's happening in every
boardroom around the world.

1199
00:59:42,754 --> 00:59:46,624
We look at demographics and it leads
us to stereotypes about women, about

1200
00:59:46,634 --> 00:59:50,494
men, about black people, about gay
people, about rich people, about

1201
00:59:50,494 --> 00:59:51,784
poor people, about everybody.

1202
00:59:51,784 --> 00:59:52,169
We stare at it.

1203
00:59:52,219 --> 00:59:56,599
Stereotype and then make massive,
massive strategic decisions based

1204
00:59:56,599 --> 01:00:01,299
on those stereotypes, which just
reinforce those stereotypes and

1205
01:00:01,299 --> 01:00:02,489
the stereotypes are inaccurate.

1206
01:00:02,489 --> 01:00:06,059
We now know that we have the data from
around the world, a million surveys to

1207
01:00:06,059 --> 01:00:09,879
prove this, but the stereotypes are not
good, but they're not the worst of it.

1208
01:00:10,569 --> 01:00:15,299
The stereotypes are just the beginning
of it because the stereotypes fuel.

1209
01:00:15,834 --> 01:00:22,454
Things like sexism and ageism and
racism and homophobia and ableism

1210
01:00:22,454 --> 01:00:25,294
and classism and dot, dot, dot, dot,
dot, dot, dot, dot, the rest of that

1211
01:00:26,354 --> 01:00:33,279
terrifically horrible list of conditions
that we All can agree need to go away.

1212
01:00:33,889 --> 01:00:38,679
And yet we innocently are perpetuating
those by continuing to rely on

1213
01:00:38,679 --> 01:00:40,479
stereotypes that come from demographics.

1214
01:00:40,479 --> 01:00:44,949
So the good news, the big, happy plane
landing, second plane landing of the day,

1215
01:00:45,449 --> 01:00:48,069
uh, is that it's really easy to fix this.

1216
01:00:48,079 --> 01:00:49,409
It's super, super simple.

1217
01:00:49,409 --> 01:00:50,609
We don't need to build factories.

1218
01:00:50,609 --> 01:00:52,179
We don't need to buy a bunch of software.

1219
01:00:52,179 --> 01:00:54,729
We don't need, all we got to do is
change the way we look at each other.

1220
01:00:55,429 --> 01:00:55,929
That's it.

1221
01:00:56,214 --> 01:00:59,224
We just start with changing the way
you look at yourself and realize that

1222
01:00:59,224 --> 01:01:02,104
you're a bundle of values running
around chasing values alignment all day.

1223
01:01:02,104 --> 01:01:05,834
And if you do that, it'll force
you to look at everyone else

1224
01:01:05,834 --> 01:01:06,924
and say, well, so are they.

1225
01:01:07,174 --> 01:01:11,324
There are also values driven human
beings running around trying to find

1226
01:01:11,324 --> 01:01:14,834
out what's important and how to get more
value of what they value in their life.

1227
01:01:15,294 --> 01:01:20,454
And if enough of us do that slowly,
slowly, it'll be slow, but slowly.

1228
01:01:20,454 --> 01:01:24,044
Slowly, but surely we can
change the way we all.

1229
01:01:24,364 --> 01:01:30,304
Look at each other and that will
change the world and it really truly

1230
01:01:30,304 --> 01:01:33,094
will and We can all be part of that.

1231
01:01:33,144 --> 01:01:36,584
We can all make that happen by just
Starting to embrace a values driven

1232
01:01:36,584 --> 01:01:37,584
way of thinking about each other.

1233
01:01:37,764 --> 01:01:38,124
That's it.

1234
01:01:38,154 --> 01:01:38,824
That's all we got to do.

1235
01:01:39,214 --> 01:01:39,744
KiKi: That's it.

1236
01:01:39,764 --> 01:01:45,964
That's all that's not I mean, you know,
it's not asking too much isn't So so

1237
01:01:45,964 --> 01:01:50,144
David: What I get really excited
about is I have favorite values

1238
01:01:50,144 --> 01:01:54,284
because of what they're teaching
me at a particular moment in time.

1239
01:01:55,184 --> 01:01:59,244
So let me tell you a really cool
story based on this theme that we've

1240
01:01:59,244 --> 01:02:02,244
been talking about today, which is
how association leaders can use this

1241
01:02:02,244 --> 01:02:07,294
information to maneuver some of the
divisiveness that's going on in the

1242
01:02:07,294 --> 01:02:08,924
United States right now around politics.

1243
01:02:09,694 --> 01:02:13,284
So I remember exactly when this started,
but like four years ago or something,

1244
01:02:13,284 --> 01:02:19,829
when, when, uh, Donald, uh, decided
to become a national figure, uh, And

1245
01:02:19,829 --> 01:02:21,329
things were starting to get divisive.

1246
01:02:21,539 --> 01:02:25,419
Um, I very selfishly thought that this
would be a perfect moment for me to get

1247
01:02:25,419 --> 01:02:29,349
some press coverage because I could go out
and profile what the heck was going on.

1248
01:02:29,639 --> 01:02:34,549
And all I wanted out of life, all
I wanted was just once to hear

1249
01:02:34,549 --> 01:02:41,129
Anderson Cooper say, according to
a value graphics study, and, uh,

1250
01:02:41,779 --> 01:02:42,509
KiKi: pretty killer.

1251
01:02:42,529 --> 01:02:43,119
I have to say,

1252
01:02:43,389 --> 01:02:44,179
David: it would be amazing.

1253
01:02:44,179 --> 01:02:50,039
So Anderson, if you're listening, uh,
um, I, uh, So we went and I was thinking,

1254
01:02:50,039 --> 01:02:51,209
okay, so how do I get that to happen?

1255
01:02:51,209 --> 01:02:55,139
What is, what's going to, what are
the media love to talk about most?

1256
01:02:55,149 --> 01:02:57,359
They love to talk about the other media.

1257
01:02:58,129 --> 01:03:02,389
So I profiled instead of Republicans and
Democrats are team red and team blue.

1258
01:03:02,389 --> 01:03:04,919
I profiled people who watch
CNN and people who watch Fox.

1259
01:03:05,169 --> 01:03:09,679
And I said, okay, this is a great way, a
great kind of, um, way for us to compare

1260
01:03:09,679 --> 01:03:11,889
these two sides and see what's going on.

1261
01:03:12,279 --> 01:03:13,009
And I was all excited.

1262
01:03:13,009 --> 01:03:15,279
We were going to get these results
back that showed that this team

1263
01:03:15,279 --> 01:03:18,679
was like a bunch of crazy and this
other group was a bunch of whatever.

1264
01:03:18,679 --> 01:03:22,999
And, uh, and that there's going to be a
fight and that, uh, Anderson would then

1265
01:03:23,009 --> 01:03:27,289
have a reason to say those crazy folks
who watch that other station, there's

1266
01:03:27,289 --> 01:03:28,659
what they're all about and they're nuts.

1267
01:03:29,339 --> 01:03:33,514
Uh, But instead, what I found was that
there was hardly any difference at all.

1268
01:03:34,724 --> 01:03:40,724
And that for one example, the
value of family is insanely

1269
01:03:40,724 --> 01:03:42,274
important to both sides.

1270
01:03:42,274 --> 01:03:47,634
Now, granted what both sides feel is
best for their family is different

1271
01:03:47,864 --> 01:03:52,764
and how to get there is different,
but they agree that it's about family.

1272
01:03:53,629 --> 01:03:59,489
Now, fast forward to January 6th, a few
years later, uh, a date that I don't

1273
01:03:59,489 --> 01:04:02,409
think I have to explain to anybody
who's listening to this podcast.

1274
01:04:03,039 --> 01:04:03,969
Um, and.

1275
01:04:04,529 --> 01:04:08,609
In the midst of that, depending who
you listen to, that, um, terrible

1276
01:04:08,609 --> 01:04:12,029
riot or that polite tour group who
are going through, uh, having been

1277
01:04:12,029 --> 01:04:17,709
invited inside, um, uh, in the midst
of that, there was a police officer,

1278
01:04:17,709 --> 01:04:20,589
a capital police officer, who thought
he was, thought he was going to die.

1279
01:04:21,479 --> 01:04:23,299
And we've all seen the footage of this.

1280
01:04:23,309 --> 01:04:25,979
It's been all over the All over the place.

1281
01:04:26,379 --> 01:04:30,579
He's being crushed up against a wall
behind a, an iron gate and people were

1282
01:04:30,579 --> 01:04:33,319
screaming, kill him, kill him, kill him.

1283
01:04:33,409 --> 01:04:35,959
And they're pushing and pushing and
pushing this huge crowd of people.

1284
01:04:35,959 --> 01:04:39,059
And he was crying and screaming
and they were beating him

1285
01:04:39,059 --> 01:04:40,279
with the ends of flagpoles.

1286
01:04:40,279 --> 01:04:43,249
And they were, they, they, he
thought he was going to die.

1287
01:04:44,449 --> 01:04:49,979
And then he said, I have
kids and they stopped.

1288
01:04:52,359 --> 01:04:56,159
They didn't give him a kiss,
uh, and send him on his way.

1289
01:04:56,879 --> 01:04:58,749
Um, but they didn't kill him.

1290
01:04:59,699 --> 01:05:03,079
Uh, and he credits that
with having saved his life.

1291
01:05:03,939 --> 01:05:05,539
And so there's a moment in.

1292
01:05:06,159 --> 01:05:14,919
Intense, intense turmoil, incredible
anger where a shared value brought

1293
01:05:15,619 --> 01:05:20,519
these two sides together for a
split second long enough that a

1294
01:05:20,659 --> 01:05:23,339
better outcome was the result.

1295
01:05:23,809 --> 01:05:29,029
So when I see those kinds of things
happening and I can say there's

1296
01:05:29,089 --> 01:05:31,529
the value and there's what it did.

1297
01:05:33,669 --> 01:05:38,089
That's when a value becomes my, my
favorite, uh, for a moment, at least.

1298
01:05:38,509 --> 01:05:41,779
Uh, when I see those kinds of
things and they happen all the time,

1299
01:05:41,789 --> 01:05:45,729
there's so many examples I could tell
you, these things are so powerful.

1300
01:05:46,499 --> 01:05:52,129
Uh, and I hope the stuff that we've shared
today helps, association leaders find

1301
01:05:52,129 --> 01:05:55,769
those places, those, that, that common
ground, that stuff we've shared today, the

1302
01:05:55,769 --> 01:06:01,539
stuff that was part of this, this keynote
at IMAX, uh, and I'll keep doing this.

1303
01:06:01,539 --> 01:06:05,389
I'm going to keep trying to find
these important, powerful values

1304
01:06:05,389 --> 01:06:08,289
and sharing them with people because
they can accomplish great things.

1305
01:06:08,509 --> 01:06:09,069
They really can.

1306
01:06:10,179 --> 01:06:12,659
KiKi: Wow, wow, wow, wow, wow.

1307
01:06:12,659 --> 01:06:17,499
What an inspiring conversation
today with David Allison.

1308
01:06:18,039 --> 01:06:23,419
From understanding the power of shared
values to rethinking how associations can

1309
01:06:23,419 --> 01:06:28,979
foster loyalty, personal responsibility,
and independence, David has given

1310
01:06:28,979 --> 01:06:31,099
us so much to think about and apply.

1311
01:06:31,549 --> 01:06:34,969
Thank you, David, for sharing
your expertise and for pushing us

1312
01:06:34,969 --> 01:06:38,094
to look beyond the demographics
to what truly matters.

1313
01:06:38,384 --> 01:06:40,054
Drives us as people.

1314
01:06:40,674 --> 01:06:45,504
As always, this is Kiki Loutalien signing
off and reminding you to keep asking

1315
01:06:45,504 --> 01:06:51,124
questions because the cave you fear
to enter holds the treasure you seek.

1316
01:06:51,674 --> 01:06:53,854
Have a great rest of the week everyone.