A great speaker said, "Information is power.  But the "feeling is the fuel."  Find the feeling of your members and they will buy.  Do you take the step to actually ask your members what they want... what their pain points are?  This is where the greatest value exist... in asking.  Or do you rely on your board to determine the value proposition with no member input.

In this week's podcast, Tom and Dave interview Garth Jordan from the American Animal Hospital Association to unpack how Garth led his board through the process of asking their members what they need and using a process like design thinking to help them to see the ideas and move forward with action that will drive your value proposition.