ASA’s Big Audacious Goal

ASA’s Board of Directors met February 21 & 22, 2008 with strategic planning as the focus of the meeting.

Glenn Tecker of Tecker Consultants, an international strategic consulting firm, led Board members, key volunteers and ASA staff on a journey to identify ASA’s “Big Audacious Goal” (BAG) and sketch the map to get us there.

Participants were pre-assigned groups to ensure a representative mix of distributors, manufacturers and staff worked together throughout the process.  To begin the session, Tecker spent some time getting the group to discuss ASA’s core purpose and core values – what drives us to serve our members, and those values that are so absolute that we would bypass opportunities rather than compromise a value; the combination of these are ASA’s Core Ideology.

Tecker asked the groups to take the core ideology and create a Big Audacious Goal for ASA.  He instructed  the group to “think of a big audacious goal as being so clear and compelling that it requires little or no explanation.  A BAG should fall well outside the comfort zone - doable but with heroic effort and much luck.  A BAG should be so bold and exciting it would continue to stimulate progress even if present leadership had disappeared.  A BAG has the inherent danger of success – it must move beyond the ‘we’ve arrived’ syndrome, to embrace new challenges.”

After much discussion and input from each group, Tecker combined the common themes and ideals into one BAG:  to be indispensable to prosperity in our industry.

ASA's Strategic Plan is currently in development.  If you have any questions, please contact Michael Adelizzi, madelizzi@asa.net or 312.464.0090.