How purpose-driven organizations can stay true to their mission when the world shifts beneath them.
In times of disruption, whether economic, political, technological, or social, associations are often pulled in competing directions. Members demand relevance. Boards expect results. Staff seek stability. And yet, amid all the noise, your association’s values must act as both compass and anchor. The solutions we relied on in the past have also created new problems that we need to address today. Staying true to our values can help us act on solutions yet to come.
Thus, we must move forward from our foundations. Let’s start with our values. What does it mean to live your values in turbulent times?
1. Reconnect with Purpose
When the future feels uncertain, return to your “why.” Values like equity, service, transparency, or inclusion are not meant to sit framed on the wall. Values must be activated. Revisit your mission and vision, and ask: How do these values appear in our decisions, policies, and member experiences today?
2. Use Values as a Strategic Filter
In disruptive moments, it’s tempting to chase short-term wins. A flashy partnership. A last-minute pivot. A big budget spendto keep up appearances. However, the best associations use values to say no just as often as they say yes. Before making a major decision, ask: Does this align with our core values?
If not, pause.
3. Lead with Integrity
Members and stakeholders are watching. When disruption hits—layoffs, crisis communications, DEI pushback, political polarization—your values matter most when they are most challenging to uphold. Transparency, empathy, and consistency become potent tools. Living your values means modeling them in how you lead.
4. Make It Safe to Speak Up
In disruption, silence is riskier than dissent. Values like respect, inclusion, and curiosity demand that leaders create space for dialogue. Listen to your staff. Invite member feedback. Surface concerns without punishment. Value living isn’t just culture-building;it’s strategy-shaping.
5. Tell the Story of Your Values
People connect to purpose through narrative. Share how your values shape real decisions. Celebrate moments when your team acted with integrity, compassion, or courage. During the disruption, storytelling becomes a stabilizing force—reminding everyone why your work matters.If our stakeholders and the public do not see we are acting and organizing, we are not living our values.
Coda:
Living your values isn’t about being perfect. It’s about being principled when it’s challenging to do so.
Disruption is inevitable. Staying grounded in your values isn’t.
And that’s what separates reactive associations from resilient ones.