Avoiding the “If We Build It, Will They Come?” Tragedy

We had the opportunity to speak at the Virginia Society of Association Executive‘s (VSAE) Annual Meeting this week, and as always, got some great questions and had some really useful discussions. One of the questions raised was a essentially a variation on the perennial “If we build it, will they come?” Our view is that this is usually the wrong question, and if you are asking it, you are likely going about things in the wrong way (and, as a result, they almost certainly will not come).

In this brief video – the latest in our Stream of Conference series for the Leading Learning Symposium – we offer our perspective on how to avoid the “If we build it, will they come?” tragedy. While we address a specific situation, the approach we discuss here applies broadly.

Enjoy.