While the typical association or sports-organization executive oftentimes is called upon to develop or implement a strategic plan, few resources are typically allocated to help develop the chief executive as chief strategist. Rich Horwath, the president of the Strategic Thinking Institute and author of the new book “Strategy Espresso,” says there are three defining principles that strategic managers can apply to their organizations in order to outperform their competition:

1. Create Differentiation. According to Horwath, differentiation for competitive advantage has its roots in science and the Principle of Competitive Exclusion, which states that no two species can coexist if they make their living in an identical way. Horwath says that organizations are put at risk if they do the same things in the same way as their competition.

2. Focus Resources. Horwath writes that focus demands the discipline to allocate resources to specific areas and activities, rather than spreading them evenly across an organization. Strategy, says Horwath, is as much about what you choose not to do as it is about what you choose to do.

3. Design Systems. Horwath believes that great strategies involve a system of activities that tightly fit together and act as a shield to competitors. As an example, if a strategy involves only one activity, the chance that a competitor can successfully copy it is relatively high. Instead, Horwath suggests thoughtfully creating an interconnected web of complementary activities.

To learn more, buy Horwath’s book from the the Association News bookstore or visit www.strategyskills.com.

Tim Schneider
Schneider Publishing Company

Ilana Edell is the adveristing sales associate for SportsTravel and the TEAMS Conference & Expo responsible for the Western U.S. and Canada.

Ilana is a 2007 graduate of Southern Methodist University in Dallas, where she earned a bachelor’s degree in journalism and contributed regularly to the university’s broadcast and online news outlets. Ilana’s previous experience includes working in the media relations departments for the Dallas Cowboys and Dallas Desperados, as well as Fox 5 New York’s “Good Day New York.”

Since joining our company last September, Ilana’s energy and enthusiasm have quickly made her a highly valued team member while her winning personality and love of sports have helped her inform advertisers and prospective advertisers about the value of SportsTravel and the TEAMS Conference & Expo.

Ilana can be reached toll-free at (877) 577-3700 or by e-mail at ilana.edell@schneiderpublishing.com

Yvonne Garcia will be in Lake Geneva, March 2-4, for the Wisconsin Governor’s Conference on Tourism; Lisa Furfine will be in Laguna, California, March 12-13, for the World Congress of Sports; Ann Shepphird will be in Indian Wells, California, March 13-16, for the Pacific Life Open; Rachel Carr will be in Austin, March 13-16, for the South by Southwest Conference; Suzanne Craven will be in Los Angeles, March 20, for the MPI/Southern California Chapter Annual Tradeshow; and Ann Shepphird will be in Palm Springs, April 4-6.