The Real Challenges Facing Trade Association CEOs

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Susan Avery, CAE, CEO of the Performance Plastics Association, joins us to expose why trade associations have become the "forgotten format" in association management. With 28 years spanning both sides of the association world, Susan reveals critical differences between serving companies versus individuals that most "best practices" completely miss.

We discuss how the trade association CEO role has shifted from mission-driven to entrepreneurial, why governance models that work for professional societies fail for trade associations, and the unique challenges of industry consolidation and private equity. Susan challenges conventional wisdom, arguing we need to stop looking backward and start building governance and membership models for the future.

Big announcement: We're making 2026 "The Year of the Trade Association" with targeted research addressing the gaps ASAE and others have overlooked.

Essential listening for association executives ready to move beyond one-size-fits-all solutions.

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