By Steven E. Sacks
The NEW Fundamentals
Whether you are a professional services firm, business, or trade or professional member association, it does not serve your constituents well if you allow complacency to settle in your efforts to meet their needs. Messaging is important; empty messaging is lethal. When your priorities, programs and services are geared toward what you want your practice or association to do rather than what clients or members need, you create an irreparable disconnect.
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