caught between push and pull
DESCRIPTION
John Hagel, John Seely Brown and Lang Davison’s book" The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion" argues that the era of “push” markets – in which future demand can be predicted and systems can be designed, calibrated and controlled to meet it – has passed. In its place, “pull” is emerging as the governing market principle, driven more by networks of people and resources, both within and outside of formal organizational structures, which engage to meet their needs in more flexible ways. Associations, in many aspects, are ideally positioned to tap into this market change, but are associations themselves locked into “push” systems of organization that will impede their success?This presentation was given at the April 2011 DigitalNow Conference.TRANSCRIPT
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Caught Between Push
and Pull
Friday, April 8, 201111:25AM-12:35PM
Room: Salon 2
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Your Panel
Moderator:• Mark J. Golden, CAE
Executive Director & CEO: National Court Reporters Association
Panelists:• Lisa Mullings, CAE
President & CEO, NATSO
• Arlene Pietranton, CAEExecutive Director, American Speech-Language-Hearing Association
• Richard Yep, CAEExecutive Director, American Counseling Association
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“The Big Shift”
• First Wave: Infrastructure – New platforms and digital
technology eliminate barriers to movement of people, products, money, ideas
• Second Wave: From Knowledge Stockpiles to Knowledge Flows
• Third Wave: Institutional Innovation– Achieved by the shift from
Push to Pull
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Push versus Pull
Push Systems• Demand can be predicted
• Systems can be created to meet anticipated demand
– Top Down Design
• Achieving efficiency in the controlled system of production yields profitability
• Periodic, wholesale re-engineering
• Zero sum rewards
Pull Systems• Demand is unpredictable
• Modularity: networks form to meet demand then dissolve
– Emergent Design
• Innovation and nimbleness yield profitability
• Rapid, incremental improvements
• Positive sum rewards
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Levels of Pull
• Access– The ability to fluidly find and get to the people and
resources when and where you need them• Trajectory: a clearly articulated and meaningful goal
• Attract– The ability to attract and draw new people, ideas and
information so that serendipitous synergies occur • Leverage: relationships that allow each of us to help each
other achieve our potential
• Achieve– Make it happen
• Pace: moving quickly when everything around is changing
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A Picture of Pull
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Richard Yep, CAE
The American Counseling Association
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• Associations are the proving ground for the Power of Pull
• Members with little discretionary dollars and lack of time
• Be careful in asking them what they want (for fear that they don’t really know but will tell you anyway)
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• 60 volume years into 1---when eleven professional journals go online
• Let the masses decide---20+ blogs• Design your own damn membership---with
a little help from your friends (on staff)
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Arlene Pietranton, CAE
American Speech-Language Hearing
Associaiton
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• Meeting members where-when-how they want … ASHA’s Social Media Journey
• Breaking the chains of Push (a.k.a. “representation”) …ASHA’s Governance Restructure
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Discussion Questions
• Implications for Associations’ Role(s)– Traditional vs. Convener
• Catalyst• Incubator
– Our new reality• Continuum?• Hybrid?
• Monetizing the message
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Associations as Conveners
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Associations as Catalysts
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Associations as Incubators
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Panel Discussion
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Push versus Pull
• How much does the traditional association model constitute a “push” system?– Fundamentally: radical change to the
association model is needed– Somewhat: associations have begun the
change to “pull” but have further work to do– Not at all: associations are the quintessential
“pull” system
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Associations as “Pull Platforms”
• From production systems to pull platforms– How can associations create flexible platforms
for members to • Find• Connect• Innovate• Reflect
• How can associations increase the ease, comfort and effectiveness in connecting people-ideas-resources?
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Shaping Serendipity
• How can associations maximize the likelihood of “serendipitous” encounters?– Within the membership/profession/trade– Across institutional boundaries
• How can associations help transform serendipitous encounters into ongoing, productive engagement?
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Associations as Creation Spaces
• What can associations do to help individual members (persons or firms) to improve performance?
• Achieve mutually beneficial exchanges?• Increase the ease of identifying and
accessing creation spaces that will meet each participant’s needs?
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Bringing It Home
Final Thoughts
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The Power of Pull
• Hagel, Brown and Davison talk about applying the “power of pull” – As individuals– Within institutions– For society as a whole
• Associations are uniquely positioned to be catalysts at all three levels
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Digital References“From Push to Pull: The Next Frontier of Innovation” John Seely Brown and John Hagel IIIhttp://www.mckinseyquarterly.com/From_push_to_pull_The_next_frontier_of_innovation_1642
“Systems Savvy Supports the Power of Pull”Terri L. Griffith
http://www.terrigriffith.com/blog/2010/08/12/systems-savvy-power-of-pull/
“When Push Comes to Pull: Can Associations Adapt?”Jeff Hurt
http://jeffhurtblog.com/2010/12/21/when-push-comes-pull-can-associations-adapt/
“The Power of Pull: Just Win, Baby”Keith D. Swenson
http://social-biz.org/2011/02/06/the-power-of-pull-just-win-baby/
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