The turbulent twenties continue unabated. In today’s constantly shifting environment, the pressure on associations to innovate is relentless. From launching new digital platforms and AI tools to reinventing events and services, the expectation is clear: evolve or risk becoming irrelevant. Boards and executives alike are told that transformation is synonymous with progress, and that those who fail to “disrupt” will be left behind.

Yet amidst this drive for progress, a crucial truth is being overlooked: constant innovation is increasingly at odds with the fundamental role of associations to serve their members well.