In our Season 4 premiere of Better By Association, hosts Steven Stout, FASAE, CAE, and Katy Markert sit down with Jodi Ann Ray, CAE, CCE, IOM, executive director of the Texas Society of CPAs, and Eric Curtis of Curtis Strategy, to discuss the major shifts expected in associations over the next decade. Together, they explore how geographic boundaries are fading, why governance and strategic planning must evolve, and what the future of membership really looks like in an increasingly digital world. The conversation dives into career development as a core value proposition, the impact of digital transformation, and the growing expectation that associations deliver relevance across an entire professional lifecycle. They challenge leaders to ask “why,” rethink long-standing models, and adopt innovative approaches—while staying grounded in mission and purpose. 

Better By Association is produced by Association Briefings.