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Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.
In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation.
They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it's safe to test new ideas.
In this episode, you’ll learn:
- Why risk—not pricing—may be the biggest barrier to revenue growth.
- How to experiment with new revenue streams more effectively.
- The connection between risk capacity, innovation, and growth.
- What associations discover when they evaluate their ability to take risks.
- Why adaptable teams are better positioned for long-term growth.
About Our Guest:
Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation.
Resources:
Read The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation by Sheri Jacobs.
Explore more on the balance between taking risks and playing it safe in your association.
Learn more:
Visit: AssociationAdviser.com
LinkedIn: @naylorassociationsolutions
Connect with Sheri Jacobs & Avenue M Group
LinkedIn: @SheriJacobs & @AvenueMGroup
Visit: https://www.sherijacobs.com & https://www.avenuem.org
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