The Association Adviser Podcast

Author: Naylor Association Solutions

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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Language: en

Genres: Business, Marketing, Non-Profit

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#40 Why Taking Smart Risks Will Grow Your Association with Sheri Jacobs of Avenue M Group
Episode 40
Monday, 8 June, 2026

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:Why risk—not pricing—may be the biggest barrier to revenue growth.How to experiment with new revenue streams more effectively.The connection between risk capacity, innovation, and growth. What associations discover when they evaluate their ability to take risks.Why adaptable teams are better positioned for long-term growth.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 The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation by Sheri Jacobs.Explore more on the balance between taking risks and playing it safe in your association. Learn more:Visit: AssociationAdviser.comLinkedIn: @naylorassociationsolutionsConnect with Sheri Jacobs & Avenue M GroupLinkedIn: @SheriJacobs & @AvenueMGroup Visit: https://www.sherijacobs.com & https://www.avenuem.org*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!