Native Americans have the concept of a medicine wheel, based on four directions: North, East, South, and West. While I am simplifying the concept, they believe that health is achieved through balance in these four directions.
Association and nonprofit executives have four directions they can face as well. For association executives, you can be member facing, staff facing, advocacy facing, or industry facing. When you look at how associations hire, you can tell what they want in an exec in terms of what constitutes an optimal balance for their organization. If an association is looking for a former congressperson, for example, there is a strong indication that their “balance” will be weighted more toward the advocacy facing individual. If they hire within their profession or interest group, it may well indicate that a member facing executive is important to them.
Nonprofit executives have a similar set of “directions” they can face as well. A nonprofit executive can be staff facing, beneficiary facing, donor/funder facing, or community facing. Depending on the nature and needs of the nonprofit, any of these directions can be primary at a given point in time.
A key for executive success is understanding the organization’s needs and context, the Board’s expectations, and the executive’s skill set and interest, and how these three dynamics define a healthy balance in the four directions. It is also important to know that the needs of an organization can change—either over time, or quickly, depending on context and events.
As executives, knowing both our natural comfort, skill, knowledge, and ability regarding each of these directions is imperative. Examining ourselves, and seeking professional development opportunities to help round out and balance our knowledge is critical. It is also important to review these “directions” with the Board, to make sure that how the executive is orienting her/himself is consistent with the Board’s understanding of the needs and priorities of the organization.
One good tool that provides assessment of career cycle, strengths, skills, and balance is The Association CEO Handbook, by Paul Belford. In disclosure, while I wrote the foreword to the book I have no financial interest in it. The content can help improve an individual’s awareness of strengths and development needs. Whatever tools you use, though, make an assessment—in what direction has the majority of your time actually been spent in the last year? Is that the most critical to the needs and priorities of the organization, or the most comfortable because it is your wheelhouse? What needs to be re-calibrated for you to have optimal balance?
Michael Bowers provides consultation to organizations addressing strategic, programmatic, and operational challenges and coaching to association and nonprofit executives.


You are reading it everywhere: millennials have different expectations for a member experience than other demographic groups. Their history of social experience, being “digital natives” having come of age with social media, and the resultant values and norms create challenges for many associations who have built structures and features of membership primarily for boomers.




