---
title: "Ask the CEO: Financial Executives International"
id: "9513"
type: "post"
slug: "ask-the-ceo-financial-executives-international"
published_at: "2018-11-06T00:00:00+00:00"
modified_at: "2026-03-15T02:51:29+00:00"
url: "https://associationsnow.com/2018/11/06/ask-the-ceo-financial-executives-international/"
markdown_url: "https://associationsnow.com/2018/11/06/ask-the-ceo-financial-executives-international.md"
excerpt: "You have held senior leadership positions in a variety of industry and professional associations. What is a common challenge you’ve seen, and what have you learned in addressing it? A common challenge is the search for relevance. How does an..."
taxonomy_category:
  - "Executive Leadership"
taxonomy_post_tag:
  - "ASAEcenter"
  - "Association Management Systems"
  - "C-suite"
  - "CEOs/Executive Management"
  - "Established CEO"
  - "Leadership"
  - "Technology"
taxonomy_content_format:
  - "Article"
taxonomy_role:
  - "Association CEO / Executive Director"
  - "C-Level"
  - "Executive Team"
taxonomy_persona:
  - "Executive Leadership"
---

[Home](https://associationsnow.com/)
 » [Articles](https://associationsnow.com/format/article/)
 » Ask the CEO: Financial Executives International

**You have held senior leadership positions in a variety of industry and professional associations. What is a common challenge you’ve seen, and what have you learned in addressing it?**

A common challenge is the search for relevance. How does an association stand out and deliver a unique value proposition to support its mission? I’ve always put myself in the prospective member’s shoes and tried to answer the “What’s in it for me?” question. Once I understand what people want, I have two principles that guide me as we develop products and services:

- Don’t try to make everyone happy. Focus on a specific audience.
- Focus on three (at most) key value drivers and be the best at them.

**Why did you choose a career in association management?**

It chose me. My career was mostly in industry finance and operational roles. When I started my first association job, I was immediately attracted to the idea of being part of something with a bigger purpose. That, and the ability to connect people so they can help each other, is what made me stay.

**What future disruptive technologies do you think association professionals should be mindful of in fulfilling their missions?**

Associations need to be proactive in understanding how advancements in technology impact their industry and look at ways to incorporate them in order to provide real-world examples to their members. Take robotic process automation: Most associations can incorporate this technology today for simple tasks like financial reconciliations. The better we get at helping members look at what’s around the corner, the more our value to them will increase.

Tags: [#Association Management Systems](https://associationsnow.com/tag/association-management-systems/)
 [#C-suite](https://associationsnow.com/tag/c-suite/)
 [#CEOs/Executive Management](https://associationsnow.com/tag/ceos-executive-management/)
 [#Established CEO](https://associationsnow.com/tag/established-ceo/)
 [#Leadership](https://associationsnow.com/tag/leadership/)
 [#Technology](https://associationsnow.com/tag/technology/)

**Stay Informed**

[Subscribe to our free newsletter](https://associationsnow.com/newsletter/)
, *Associations Now Daily News*, to find out what’s happening in the association world every business day.

## You Might Like

- [VideoASAE Research Foundation and MPI Foundation on Neurodiversity in AssociationsDecember 15, 2025](https://associationsnow.com/2025/12/15/asae-research-foundation-and-mpi-foundation-on-neurodiversity-in-associations/)
- [ArticleHow Leaders Can Make the Most of Their TimeOctober 30, 2026](https://associationsnow.com/2026/10/30/how-leaders-can-make-the-most-of-their-time/)
- [VideoEmpower Your Association with ASAE Business SolutionsJuly 22, 2025](https://associationsnow.com/2025/07/22/empower-your-association-with-asae-business-solutions/)
- [VideoSmarter Board Management for Associations: An OnBoard ShowcaseJuly 24, 2026](https://associationsnow.com/2026/07/24/smarter-board-management-for-associations-an-onboard-showcase/)

## Comments

**Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/)

[Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2018%2F11%2F06%2Fask-the-ceo-financial-executives-international%2F%23comments)
 to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/)
!