In Conversation With: Think Outside Group | Lindsay McGrath

As part of our In Conversation With series, we speak with leaders, partners and experts working closely with associations to explore the challenges, shifts and opportunities shaping the sector.

In this edition, we speak with Lindsay McGrath from Think Outside Group about uncertainty, member value, board performance and what future-ready associations are doing differently. Lindsay works closely with associations on strategy, governance, growth and leadership, bringing a practical perspective on what it takes to stay relevant in a changing environment.

What’s one challenge you’re seeing associations face right now?

Indecision. Many associations know the environment has changed, but they are unsure what to change or when.

The challenge is that the “new normal” is not normal at all. It is constantly evolving. Leaders are trying to plan for uncertainty while still delivering confidence to members.

The organisations that will thrive will not wait for certainty. They will build the capability to adapt quickly.

What’s one trend association leaders should be paying attention to?

Value-driven consumption. Members are under genuine financial pressure, and it is changing how they decide where to invest their time, money and attention.

When budgets tighten, people do not simply buy the cheapest option. They choose organisations they trust to consistently deliver value. Associations need to demonstrate that value more clearly and more often than ever before.

What’s one thing the most successful associations are doing differently?

They are communicating with empathy.

Strong associations understand what their members are experiencing and remove unnecessary friction. They make it easy to engage, provide clear pricing, explain their value in practical terms and consistently reinforce why membership matters.

The focus should be to communicate with purpose, not volume.

Can you share a recent project, initiative or success story you’re particularly proud of?

I recently spent several months working alongside the leadership team of a well-performing, medium-sized association.

Membership was healthy, finances were stable and events were successful, but they were not satisfied with simply maintaining the status quo. They had the courage to ask, “What’s next?”

That willingness to challenge success, rather than protect it, allowed us to identify new opportunities for growth and position the organisation for the future rather than relying on past performance.

If association leaders could focus on just one thing over the next 12 months, what should it be and why?

Stay committed to your long-term strategy, but do not disappear while you are executing it.

Deliver regular, visible wins that remind members you are actively responding to today’s challenges. Control the narrative rather than allowing uncertainty to define it.

Members do not expect perfection. They expect leadership. Even small, consistent improvements build confidence and reinforce your value.

What’s one leadership challenge you’re seeing association CEOs grapple with right now?

Managing expectations.

Members, boards and staff increasingly expect immediate answers and rapid delivery, often without understanding the resource constraints associations operate within.

Great CEOs are learning how to balance responsiveness with sustainability, setting realistic expectations while continuing to deliver meaningful outcomes.

What separates high-performing boards from those that struggle?

Clarity.

High-performing boards are clear about their role, clear about management’s role and clear about what success looks like. They measure outcomes rather than activity, ask strategic questions instead of operational ones and trust their executive team to execute.

Governance works best when accountability is well defined.

What’s one conversation boards should be having more often?

“What is the risk of continuing to do what we’ve always done?”

Boards spend significant time discussing the risks of change, but not enough time considering the risks of standing still.

In today’s environment, maintaining the status quo can be the biggest strategic risk of all.

What’s one thing associations need to stop doing and one thing they should start doing?

Stop waiting for AI to become relevant. Start using it every day.

AI is not a future project. It is a capability that should already be improving productivity, communication and decision-making.

The associations seeing the greatest benefit are not waiting for the perfect strategy. They are building confidence through practical, everyday use.

What’s one characteristic of a future-ready association?

Prioritisation.

Future-ready associations know they cannot do everything, so they become exceptional at choosing what matters most. They continuously improve, test new ideas, learn quickly from what does not work and maintain absolute clarity about who they serve and why.

Progress comes from disciplined execution, not endless activity.

Lindsay’s insights are a strong reminder that future-readiness is not about doing more. It is about making better choices, staying clear on value and leading with confidence through uncertainty.

For associations, the path forward is not to wait for the environment to settle. It is to clarify, align, decide and deliver in ways that members can see and feel.

For more from Lindsay McGrath get in touch here: https://www.linkedin.com/in/lindsaycmcgrath/

If this conversation has prompted reflection in your own organisation, now is the time to ask the hard questions, challenge the status quo and focus on what matters most.

Stay connected with Answers for Associations for more conversations with sector leaders, partners and experts shaping the future of associations.