Dario Fo, a Nobel Prize-winning playwright, director, and performer once said, “A theatre, a literature, an artistic expression that does not speak for its own time has no relevance.”

I’m curious if you’ve paused lately to ask, “What is it that members need from us, right now, in this exact moment in time?”  

That question, my friend, drives right into the heart of being relevant. Of course, I didn’t write the book on how to stay relevant. This week’s podcast guest, Mary Byers, did that. In fact, she’s written two books on the topic, along with her writing partner, Harrison Coerver.

Staying relevant is a theme that requires a frequent revisit. This past year has certainly tested the ability of organization’s to nimbly regroup and refocus in order to meet new needs or to meet old needs that had to be handled in an entirely new way.

If you haven’t yet done so, I encourage you to check out the 10th anniversary edition of Mary’s Book, “Race for Relevance: 5 Radical Changes for Associations.”

You’ll find it here.

And while you’re waiting for your book to arrive, you can listen in on my conversation with Mary Byers here!