Field guide 6
The Breadth Trap
Why membership organizations serve the most businesses and know the least about them
Chambers and associations
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7 pages
What it argues
A chamber can name every member. It usually cannot say what any of them needed, what it provided, or whether it helped. Renewal depends on the answer to a question the organization has no way to ask.
What you take away
Record the joining reason
Observe engagement beyond attendance
Track introductions and referrals as outcomes
Surface the disengaged member before renewal
Segment by need, not only by tier
Make the value report a byproduct
Serve depth without abandoning breadth
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