Associations today face intense pressures that threaten their continued relevance. Operating as you've traditionally done for the last 10, 20, or more years is not a viable option. Gone are the days when members would automatically renew. Today individuals expect value in return for membership. Why shouldn't they? They have a higher demand on their time and more choices on how and from whom they can obtain information due to rapid advances in technology, competition, and social networking. Mary Byers takes a bold, no-nonsense look at the realities of today's marketplace and what it will take for associations to prosper moving forward. She addresses not only the challenges associations face but the actions essential to a thriving future.Successful Associations Today is an interview series with host Mary Byers, CAE.Mary Byers helps associations remain relevant in an increasingly competitive environment. The author of Race for Relevance: 5 Radical Changes for Associations and Road to Relevance: 5 Strategies for Competitive Associations, she’s worked with a wide variety of associations (both individual membership and trade groups) and helps volunteer leaders and staff alike create a viable and sustainable future.