The SLA Board recently adopted a very ambitious strategic agenda with five elements that will guide decision making by the Association’s leaders. These five strategic agenda elements are: (1) annual conference, (2) professional development, (3) creating a richer volunteer experience, (4) opening new markets, and (5) growth through diversity. By adopting this strategic agenda, SLA leaders are prepared and resolved to make decisions, solve problems, forge judgment, and plan forward.

In this Future Ready 365 Blog Post, we’re examining strategic agenda Item 4: “opening new markets.” Each element of a strategic agenda must support the organization’s mission and be results-focused. This one certainly is. Part of SLA’s mission is to strengthen its members through learning and networking initiatives. One of SLA’s historical strengths has been its ability to bring together its membership around learning opportunities and networking initiatives, whether locally, regionally or internationally based. For a number of years SLA leaders have envisioned the need to “build a bigger tent” in order to expand these opportunities and initiatives – that is, to welcome members whose role in the information industry may not be defined as traditional or whose world view may be different from that of North America. And expansion of membership is definitely something that is measurable. As your 2012 President, I have a personal stake in the success of this one, because in my vision for SLA’s future, I forecast a membership increase of 15%.

During 2012, your Association leaders will be looking at a number of issues that put focus on this vision by looking at both internal and external factors that either promote or inhibit the opening of new markets. We will examine the impact of our current fiscal structure, our governance structure, our geographic structure, our marketing structure, our technology structure, and our collaborative structure on our ability to accomplish this goal. What does our current internal and unit-related fiscal structure do to further this goal? Is our current governance structure flexible enough to work in new markets? As an international organization, are we maximizing contemporary geographic organizational structures to best serve our members and those yet to join SLA? Will our current marketing efforts reach these new markets? Are we maximizing new technologies to reach and serve these new markets? Can we leverage collaboration among SLA’s current units and with external groups and organizations to maximize our support for members in these new markets?

These are but a few of the questions that will be examined as we envision SLA’s future through the lens of strategic agenda Item 4: “Opening New Markets.”

Brent Mai is SLA’s President, 2012.

by Kim Dority, Rocky Mountain Chapter, Business & Finance Division

The best way to predict the future is to create it. – Alan Kay

Almost anyone who’s talked with Cindy Romaine about the Future Ready initiative will end up wanting to take that energy and strategic thinking to the next level: what is one thing that each of us can or will do in the coming year to help our careers – and the profession – become future ready?

Thinking about that question, I’ve realized that for me and possibly for many others in the information profession, the answer lies not in preparing for what the future may look like, but rather in going on the offensive to create the future we want.

How to do that? Well, some things we know already:

• Technology will continuously change what we do and how we do it
• Companies – if not entire industries – that once seemed paragons of stability will contract if not disappear
• Other companies – and industries – will spring up to take their place
• For both information professionals and those we work with, there will be innumerable threats and opportunities and often they will be one and the same, depending on what we look for and how we frame them
• Information  will continue to be a critical part of decision-making for individuals, companies, communities, and nations – but will undoubtedly be aggregated/formatted/delivered in ways barely imaginable today

Knowing these things, how might we go about creating our own futures?  I tend to believe Austrian economist Joseph Schumpeter was on to something when he said that entrepreneurism brings about a wave of creative destruction that, as it destroys established ways of doing things, simultaneously opens up new opportunities for innovation and fresh solutions. The challenge: being on the right side of that wave…in other words, creating the future we want to have.

In an attempt to stay ahead of that cresting wave, and thus create my own professional future, some of the things I’ll be doing are:

• Systematically monitoring the industries of existing clients to identify anomalies that may evolve into emerging growth trends – or contracting lines of business – so I can respond strategically
• Checking out all “innovation” award winners in various categories such as those offered by Fast Company, Mashable.com, and Inc. magazine with an eye toward unusual ideas that could signal growth opportunities (who knew the “casual learning” industry was now a $9 billion/year powerhouse?!)
• Practicing identifying the hidden opportunity in every perceived “threat” situation
• Continually rethinking how I can create and/or provide information that offers high-impact value, knowing that my ability to do so will determine my continued professional viability

Bottom line: perhaps our best approach to being Future Ready is to start actively creating the future we want today.

Kim Dority is the founder of Dority & Associates, Inc., an information consultancy with expertise in research, writing, editing, information process design, and publishing. Ms. Dority is on the advisory board of the University of Denver’s Library and Information Science graduate program, where she also teaches as adjunct faculty. She is the author of numerous articles and several books on information, Rethinking Information Work (Libraries Unlimited, 2006).