We have constructed a reality for ourselves that makes relevance the strategic endgame for our associations. The problem is that we live in a time of disruption induced by unabated paradigm shift. In today's world, relevance isn't the endgame, it's the price of admission. Let me put it another way.

If we're not already relevant, we're toast.

Consider this quote from blogger Umair Haque:

In a discontinuous world, incrementalism is deeply toxic. It plunges us more and more deeply into competence traps, and leaves us more and more vulnerable to competitors who are busy revolutionizing industries, markets, products, services.

Relevance isn't an argument for "revolutionizing" our organizations, or for the pursuit of the radical, disruptive innovation we so desperately need. Relevance isn't the business case for realizing our full potential. Relevance is the narrative of incrementalism, a lame excuse for embracing the lowest common denominator, and a bankrupt rationalization for maintaining the status quo. It is also a sure recipe for inexorable decline.

Stop trying to establish your association's relevance. It's a losing argument, and thus a waste of everyone's time and attention, especially yours. Instead, leave your members and customers with no alternative but to notice what you're doing because you've created the kinds of radical new value that will knock them on their you-know-whats. Once you've got their attention, get them directly involved in helping you keep it.

Remember, limitations suck, so stop thinking and playing small. Break out and think big. Dare to be amazing.