Axiom Consulting Partners' strategy development work with the Association of Corporate Counsel is featured in this interview with ACC's CEO, Veta T. Richardson, appearing in Association and Not Profit BisNow/Washington (3/14/12).
Excerpt: Instead of the textbook strategic planning SWOT analysis (Strengths Weaknesses Opportunities Threats), Veta opted to do a "value driven analysis." The difference? One looks from inside to outside the organization, and the other focuses inward. (Also value driven isn't as effective an acronym.) Veta explains that she wanted to take a more self-focused approach because the association has no direct industry peers. "This is about running your race to the best of your ability and being conscious of what's to the left and right of you—but not prioritizing what's to the right and left," she says. ACC sent surveys to its more than 29K in-house counsel members asking them to rank which programs and services they most valued. The good news: there was near-perfect alignment between what was valued and what ACC delivered.