1. Business Model Thinking
for Association Leaders
Jeff De Cagna FRSA FASAE, Chief Strategist and Founder
Principled Innovation LLC

2. Making Innovation
Happen Survey
www.makinginnovationhappensurvey.com
For association CEOs only
Please complete by June 30 at 12 am PDT

3. “Provoke. Agitate.
Question. A stubborn
sense of dissatisfaction
is what waters the seeds
of disruption.”
--Umair Haque

4. what will it take for
associations to thrive
over the next decade
and beyond?

5. we are experiencing
relentless societal
transformation

6. disruption is
everywhere in
our society

7. “There is one certainty, however. The
next decade or two will be defined more
by fluidity than by any new, settled
paradigm; if there is a pattern to all this,
it is that there is no pattern. The most
valuable insight is that we are, in a
critical sense, in a time of chaos.”
--Robert Safian
Fast Company

8. relevance is not
the answer

9. creating the future
is about connecting
opportunity and
responsibility

10. business
model
thinking

11. “Most [leaders] today have only
had to lead their organizations
based on a single business model
throughout their careers. The
half-life of a company’s business
model is getting shorter.”
--Saul Kaplan
Business Innovation Factory

12. what is a
business
model?

13. A business model
describes the rationale of
how an organization
creates, delivers and
captures value.
Source: Alex Osterwalder, Ph.D.

14. value creation
value delivery
value capture

15. thick value
Thick value is deep,
meaningful and enduring
value created in a manner
consistent with purpose.

16. COST VALUE

17. business model elements
Cost elements Value elements
Value propositions (VP)
Key resources (KR) Stakeholder segments (SS)
Key activities (KA) Channels (CH)
Key partnerships (KP) Stakeholder relationships (SR)
Cost structure (C$) Revenue streams (R$)

18. COST VALUE

19. questions?
comments?

20. use the Business
Model Canvas to tell
the story of your
association’s current
business model

22. tools for thinking
about new business
model concepts

23. stakeholder
value canvas

24. COST VALUE

25. STAKEHOLDER VALUE CANVAS
VALUE PROPOSITION CONNECTIONS STAKEHOLDER SEGMENT
(Simple succinct statement) (Relationships/Channels) (Most useful granular description)
THICK VALUE SUPPORT INTENTIONS OUTCOMES
What actions do our stakeholders
What holistic approaches can we use to intend to take to achieve their
support our stakeholder’s intentions? important outcomes?
SOLUTIONS CONSTRAINTS
How will the value we offer help to
build a meaningful, purposeful and What specific solutions can we offer to What combination of relationships and What constraints do our stakeholders What are the most important
enduring relationship with this help our stakeholders overcome the channels should we use to deliver our face as they seek to achieve their outcomes this stakeholder segment
stakeholder segment? constraints they face? value to stakeholders? important outcomes? wants to achieve?
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26. design principles for
21st century business
models of “associating”

27. biz model design principles
purpose and profit are interdependent
intimacy drives value creation
the social layer is digital
networks are fluid
collaboration is the new content
openness is the default setting

28. some closing
thoughts

29. what will it take for
associations to thrive
over the next decade
and beyond?

30. what will it take for
your association to
thrive over the next
decade and beyond?

31. “Provoke. Agitate.
Question. A stubborn
sense of dissatisfaction
is what waters the seeds
of disruption.”
--Umair Haque

32. jeffpi1@gmail.com
www.principledinnovationblog.com
www.facebook.com/principledinnovation
www.linkedin.com/in/principledinnovation
www.facebook.com/jeff329
Twitter: @pinnovation