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Ten years later, ‘Race for Relevance’ is even more relevant

Authors Harrison Coerver and Mary Byers will ‘double down’ on some recommendations; pandemic is ‘accelerator and magnifier’


Sept. 28, 2020
By William Ehart

For many of us, looking back on our ideas of many years ago can be embarrassing.

Not so for Mary Byers and Harrison Coerver, association consultants and co-authors of the 2011 book “Race for Relevance” and their 2013 follow-up “Road to Relevance.”

The challenges they saw for associations back then, and the “radical changes” they proposed to remedy them, hold up fairly well, particularly in light of the traumatic experience of the COVID-19 pandemic.

Certain recommendations look prescient—and even more pressing—in light of today’s wrenching economic pressures.