8 things CEOs should consider going into 2022.
Hello and welcome to JP Moery’s Association Hustle Podcast. Founder of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Here are some goals that I think leaders could consider for 2022.
- Call every single customer.
I learned this tactic from my mentor, Red Cavaney, who was the president and CEO of the American Petroleum Institute. He had a set of 3×5 notecards that had the name and phone number of every single member of the organization. He would call them and then put them at the bottom of the deck. Then he would call the next one and put them at the bottom of the deck. Whenever he had 10-15 minutes worth of time, he would work through that deck every single year. The value here is staying connected.
- C players.
In terms of personnel, you have C players or mediocrity in every organization. If you give them one quarter to adapt, and change, but they don’t improve, it’s time they need to move on.
- Do you really understand the business model of your organization?
What services, NOW – not five years ago, are generating the most revenue? What clients are bringing the most to the table? Not because of the money, but because it is what is most valued by the market. The market doesn’t care about you, and the things that are resonating in the market are the items that you should be replicating and scaling.
- Establish a goal of doubling down on your content generation.
This is the golden age of thought leadership. We probably have 12-24 months before we start seeing a decline, just like we saw on email open rates, the fax machine, etc. It’s your time to capture mindshare this year. This doesn’t mean marketing, this means advice, counsel, thoughts, and observations. As a leader, people want to see this from you. The leaders that are skipping this part of their portfolio are making a big mistake. Go generate revenue on your own projects. CEOs and leaders should be involved in sales and business development because you’ll learn about the things that resonate. If you’re listening, the market will telling you what they value the most from your company or your association.
- Develop a “not to do list”.
There are people clients and activities that are time suck and more than likely you know it. As a leader you can give this to someone else or eliminate the activity. Be self-aware.
- Pursue a merger or acquisition.
There are a lot of chips on the table right now. Long term, you may want to take some off or you may want to put some on. There’s lots of liquidity going on right now, people are looking for deals. Part of it is they recognize that they can’t accomplish their mission or goals without dynamic change.
- Hire someone better than you are in a particular area.
Hire somebody to take on some of your responsibilities, but make sure that they are better than you are. Go into some new areas that will invigorate and keep you sharp.
- Give back.
Endorse someone on LinkedIn, write a thank you letter to someone that’s helped you out, etc. It will make you grateful and make you happy. If you’re grateful, happy, having a good time, you’re going to be a better CEO than you were last year.
I hope this was helpful to you. I really appreciate all your support. Talk next week on the Association Hustle.
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