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The Forever Transaction takes membership to next level

Author Robbie Kellman Baxter advises companies and associations on maintaining loyalty of customers while attracting new ones


April 10, 2020
By William Ehart

Associations, among the earliest examples of the membership model, are founded on missions.

And those missions become, in the parlance of author and consultant Robbie Kellman Baxter, part of the associations’ “forever promise”—they define what the groups always should represent for members.

The Forever TransactionBut nothing is forever, least of all promises.

“Organizations build products and services to support that forever promise,” Baxter told CEO Update. “Then they fall in love with their products and services and stop iterating to stay aligned with their forever promise.”