For more than a decade, ASA has steadily expanded the value of the national association through creating a vision of success and allocating resources to move ASA and its members forward toward an envisioned future. The result has been a steady introduction of programs and services that support the success of the association’s members. In 2018, the leadership of ASA began focusing its attention toward thinking about the challenges facing association members that were too big for any one member to confront alone, and what would be needed to help members win the future. The leadership expanded its thinking about how ASA members and the industry as a whole would be challenged and disrupted. To provide clarity and a vision about what was coming, ASA engaged three issue strategic action teams (ISATS) to think deep about solutions to the three biggest issues facing the industry over the next 10 years. These three ISAT teams met throughout 2018 and early 2019, and at the 2019 Winter Leadership Meeting held in Dana Point California, nearly 100 association volunteers heard reports from all three ISATs on how ASA could address these issues and support ASA membership to win in the future. The three questions that these teams addressed were:
What would it take to recruit 60,000 to 100,000 employees with the needed competencies to help association members win?