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The Association Adviser Podcast

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by Naylor Association Solutions

5.0(14 reviews)

46 episodes

Updated Weekly

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Podcast Overview

Welcome to the Association Adviser Podcast, brought to you by Naylor Association Solutions! Hosted by Naylor CEO & President Christine Shaw, the podcast explores strategies and solutions that keep association professionals informed and inspired. Christine is joined in conversation by leading association executives and industry professionals who share their stories and lessons learned. By sharing practical tools and expert advice, the Association Adviser Podcast will give your association the competitive edge and empower you to achieve new levels of success. * Be sure to click the Follow button on your favorite podcast app, like Apple, Spotify or wherever you listen to podcasts, to be notified when a new episode releases.

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Publishing Since

5/14/2024

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Recent Episodes

June 9, 2026

#40 Why Taking Smart Risks Will Grow Your Association with Sheri Jacobs of Avenue M Group

Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.  In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation.  They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it's safe to test new ideas. In this episode, you’ll learn:<ul><li>Why risk—not pricing—may be the biggest barrier to revenue growth.</li><li>How to experiment with new revenue streams more effectively.</li><li>The connection between risk capacity, innovation, and growth. </li><li>What associations discover when they evaluate their ability to take risks.</li><li>Why adaptable teams are better positioned for long-term growth.</li></ul> About Our Guest: Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation. Resources:Read <a href="https://www.amazon.com/Unexpected-Power-Boundaries-Rethinking-Innovation/dp/B0G194H1NM" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation</a> by Sheri Jacobs.Explore more on <a href="https://www.naylor.com/associationadviser/invite-risk-to-the-party-still-play-it-safe/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">the balance between taking risks and playing it safe in your association</a>.  Learn more:Visit: AssociationAdviser.comLinkedIn: @naylorassociationsolutions Connect with Sheri Jacobs & Avenue M GroupLinkedIn: <a href="https://www.linkedin.com/in/sherijacobs/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@SheriJacobs</a> & <a href="https://www.linkedin.com/company/avenue-m-group-llc/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@AvenueMGroup </a>Visit: <a href="https://www.sherijacobs.com/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://www.sherijacobs.com</a> & <a href="https://www.avenuem.org/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://www.avenuem.org</a> *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

June 2, 2026

#39: Turning Innovation into Real Outcomes with Rebecca O’Brien of IREM Foundation

Innovation is one of the most talked-about ideas in the association space, but putting it into practice in a meaningful way is often harder than defining it.  In this episode, Christine sits down with Rebecca O’Brien, Executive Director of the Institute for Real Estate Management Foundation, to discuss how associations can turn innovation into real outcomes, generate revenue, and create new ways to serve their members and industries.  As a seasoned entrepreneur turned association professional, Rebecca brings over twenty years of experience innovating in both the for-profit and non-profit space. Christine and Rebecca dive into creating a culture that supports innovative thinking and how associations can rethink the role foundations play in long-term revenue strategy.  In this episode, you’ll learn:<ul><li>How innovative thinking can uncover entirely new revenue opportunities.</li><li>What separates meaningful innovation from ideas that never gain traction.</li><li>Why association foundations can become powerful drivers of growth and industry impact.</li><li>The role failure plays in experimentation, progress, and long-term innovation.</li><li>How to keep new ideas tied to measurable outcomes and goals. </li></ul> About Our Guest: Rebecca O'Brien is a seasoned entrepreneur, intrapreneur, and association professional with over 20 years of experience innovating in for-profit and non-profit sectors. As the Executive Director of the IREM Foundation, Rebecca is working to advance workforce development, access to careers, inclusion, and innovation. Rebecca holds her Certified Association Executive (CAE) and Certified Fund Raising Executive (CFRE) designations, as well as an MBA from the University of Chicago, Booth School of Business. Resources:Visit <a href="http://ideo.com" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">IDEO.com</a> for information and resources on turning ideas into a future reality. Explore more on <a href="https://www.naylor.com/associationadviser/podcast-embracing-foresight-and-innovation/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">embracing foresight and innovation</a>.  Learn more:Visit: AssociationAdviser.comLinkedIn: @naylorassociationsolutions Connect with Rebecca O’Brien & IREM Foundation:LinkedIn: <a href="https://www.linkedin.com/in/rebeccaandreebrien/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@RebeccaO’Brien</a> & <a href="https://www.linkedin.com/company/institute-of-real-estate-management/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@IREM</a>Facebook: <a href="https://www.facebook.com/InstituteofRealEstateManagement" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@IREM</a>Visit: <a href="https://www.iremfoundation.org/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://www.iremfoundation.org/</a> *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

May 26, 2026

#38: Why Transactional Sponsorship Is Costing You with Dan Cole of AVIXA and Sean Soth of PAR

Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.  In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from value-based partnerships. Dan Cole is the Head of Sales for AVIXA’s InfoComm show, which brings together more than 800 exhibiting companies at each show. Sean is the CEO of Hi-Fidelity Group, Inc. and Founder of Professionals for Association Revenue (PAR), which brings associations together to focus on innovative ideas for revenue growth.  Together, they explore how even lean association teams can strengthen their sales approach, why trust matters more than ever in business development, and what associations should be doing now to create more sustainable revenue growth. In this episode, you’ll learn: <ul><li>Practical sales strategies for when you’re short on resources. </li><li>What associations often get wrong when approaching partnerships. </li><li>How sponsorship and exhibit sales are evolving and what associations should prepare for next.</li><li>How to adapt your trade show for changing attendee expectations. </li><li>How stronger sponsor relationships lead to more sustainable revenue</li></ul> About Our Guests: Dan Cole is a sales and business development leader with more than 35 years of experience driving revenue growth across the exhibitions, events, and association industries. He currently serves as Head of Sales for AVIXA’s InfoComm show and previously held leadership roles at the International Spy Museum, Hargrove, Inc., and CES, where he spent more than 16 years leading business development efforts. Known for his expertise in sales strategy, relationship building, and high-performing teams, Dan is also an active contributor through advisory roles with organizations including Professionals for Association Revenue (PAR) and the Center for Exhibition Industry Research (CEIR). Sean Soth is the Founder and Chair of the Leadership Advisory Board for Professionals for Association Revenue (PAR), where the staff leads initiatives that advance business development strategy and innovative revenue models across the association community.  PAR events include Association Business Week and the annual RevUP Summit, which brings together association business teams looking to share ideas and improve revenue health.   Resources:Read <a href="https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">Never Split the Difference: Negotiating As If Your Life Depended On It </a>by Chris Voss and <a href="https://www.amazon.com/Reset-How-Change-Whats-Working/dp/1668062097" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">Reset: How to Change What's Not Working</a> by Dan Heath. Explore more on <a href="https://www.naylor.com/associationadviser/unlock-hidden-potential-non-sales-staff-as-key-revenue-drivers/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">making non-sales staff key revenue drivers</a>.  Learn more:Visit: <a href="http://associationadviser.com" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">AssociationAdviser.com</a>LinkedIn: <a href="https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@naylorassociationsolutions</a> Connect with Sean Soth & PAR: LinkedIn: <a href="https://www.linkedin.com/in/seansoth/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@SeanSoth</a> & <a href="https://www.linkedin.com/company/professionals-for-association-revenue/?viewAsMember=true" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@PAR</a>Visit: <a href="https://mypar.org/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://mypar.org/</a> Connect with Dan Cole & AVIXA:LinkedIn: <a href="https://www.linkedin.com/in/dancole/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@DanCole</a> & <a href="https://www.linkedin.com/company/theavixa/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">@AVIXA </a>Visit: <a href="https://www.avixa.org/" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">https://www.avixa.org/</a> *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

46 total episodes available

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Frequently asked questions

Have a different question and can't find the answer you're looking for? Reach out to our support team by sending us an email and we'll get back to you as soon as we can.

What is The Association Adviser Podcast?: Welcome to the Association Adviser Podcast, brought to you by Naylor Association Solutions! Hosted by Naylor CEO & President Christine Shaw, the podcast explores strategies and solutions that keep association professionals informed and inspired.

Christine is joined in conversation by leading association executives and industry professionals who share their stories and lessons learned. By sharing practical tools and expert advice, the Association Adviser Podcast will give your association the competitive edge and empower you to achieve new levels of success.

Be sure to click the Follow button on your favorite podcast app, like Apple, Spotify or wherever you listen to podcasts, to be notified when a new episode releases.
How often does this podcast release new episodes?: This podcast updates weekly.
Where can I listen to this podcast?: This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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