In this episode of Membership IQ, host Sarah Sladek interviews Heather Whyte, MBA, CDMP, APR founder and CEO of Why Communicate, a communications consultancy specializing in helping associations refine their value propositions. Heather discusses the challenges associations face in navigating a rapidly changing landscape, from economic uncertainty to shifting member expectations. She emphasizes the importance of understanding why associations exist, how they can adapt to member needs, and the crucial role of embracing innovation and member-centric strategies. Tune in for practical insights on overcoming the "poly-crisis" and leading associations into a resilient future.