Author: Garth Jordan

Garth Jordan is the SVP and Chief Strategy Officer for HFMA.  Over the past 15 years, he has served in executive roles, including three different C-level roles: Chief Operating Officer, Chief Financial Officer and Chief Strategy Officer. This purposefully-designed diversity of experience has given Garth the opportunity to lead diverse teams through strategic planning and successful execution; build businesses with excellent customer-value propositions; and develop a well-rounded business and cultural acumen geared toward achieving an organization’s goals through high-performing teams.

In recent years, Garth’s opportunities to design, create and build value have expanded. With HFMA, for example, he helped create a horizontal (versus hierarchical) organizational culture that to tackled several large-scale projects at once. One of those projects included Garth designing and facilitating a complete digital transformation of HFMA’s business model, helping it achieve its goal of becoming “the Netflix of associations.” The new member services have received rave reviews to the point that HFMA’s retention rates have increased significantly. The change management required for this project alone was quite intense, and only with a contemporary, team-based approach was HFMA able to achieve success.

Ultimately, for Garth, every day presents a new opportunity to: discover new connections, people and ways of thinking; design new ideas that push the envelope of continuous improvement; and build and prove value for the customers and staff for whom he works.

Aug
27

How-To: Simplify Your Approach To Brand

Early on, the first brands were used by ranchers to identify their cattle. Later, as packaged consumer goods entered the market in the 19th century, brands evolved into markers that companies like Kleenex and Coca-Cola used to differentiate themselves from competitors.  It was simple. But branding isn’t so simple anymore.   Brand is about more than […]

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Jul
11

TIME FOR A NEW ASSOCIATION VERB

THREE VERBS After 20 years working in VP, COO, CFO and CSO roles for associations, it’s become clear to me that our industry shares many common approaches to helping our members lead, learn and connect. At a high level, associations often apply these three verbs on their web sites and in their various marketing campaigns. Many of […]

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Jun
17

ARE YOUR PRODUCTS AGING LIKE WINE OR FORGOTTEN YOGURT?

Our members are our consumers. Collectively, they buy millions of products & services (including membership) from our associations every year. Many associations offer multiple product lines and multiple products in each product line, such as: membership publications (magazine, newsletters, blogs, etc.) certifications research, data, & analytics education events (conferences, seminars) online learning (webinars, e-learning, virtual events) […]

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Apr
18

A FUTURIST’S VIEW: ON THE AMAZON OF CERTIFICATIONS

Association leaders need to be futurists and makers. It’s that simple. We can no longer bask in the effervescent glow of 100 year-old business models and think our non-profit halos will protect us from massive disruption. It’s time to reinvent. Get nervous: Be bold If you’re not designing a new future for your association right […]

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Mar
26

The Association Business Model: It’s Time For A Massive Overhaul

Most associations professionals would agree that meeting member needs is at the heart of every decision made. Yet over the last 40 years, most professional associations have been adopting a product-line business model. In addition to membership, we create and try to sell access to products like: newsletters/publications, research, online education, meetings and conventions, certifications, online […]

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Mar
12

ON BECOMING THE NETFLIX OF ASSOCIATIONS

What does it mean to build a purpose-driven organizational structure? I don’t mean just aligning various departmental visions, or stamping down silos that might be blotting out communication in your existing organizational hierarchy. I mean actually creating a structure that is, from every angle,purpose-driven. Answering this question has been an integral part of a radical, […]

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Aug
20

Measuring Success: Why We Should Focus on Cause Before Effect

The measure of a project’s success tends to be in the quantifiable effects it produces. We might look to membership numbers or revenue, for example, to assess how successful our particular ventures have been at this level of effect. However, it is not always useful to focus on these final outcomes when implementing a project. Especially when […]

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Aug
06

On the Power of Prototyping

Previous pieces of mine might have hinted at my commitment to the principles of Design Thinking (if you haven’t got that hint yet, I invite you to have a read). On top of the flexibility and open-mindedness of this methodology, there’s another reason why an empathetic, iterative process of discovery makes for an excellent problem-solving tool: not all […]

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Jan
25

What If: Imagining a New Association Business Model

Associations are no strangers to challenges. Recognizing, emphasizing, and working to overcome the common hurdles we face in our industry is a continuous and consistent feature of any associations’ efforts. The challenges we face, moreover, are further complicated when they are communal. Sometimes, systemic challenges are being tackled by a variety of professions (and, therefore, associations) […]

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Oct
23

Less is More: Non-Dues Revenue

All associations want to maximize revenue in order to better serve their members. Non-dues revenue channels can be a great opportunity for associations to broaden the range of services they offer, and to build relationships with other bodies in their industry. But a deluge of products, conferences, and publications aimed at increasing revenue can distract […]

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