This article was originally published by ASAE as “The Myth of the Five-Year Plan: What Associations Need Instead“
Static plans no longer fit in a world where the only constant is fast-moving change.
For decades, the five-year strategic plan was the gold standard. It projected discipline, vision, and control. Boards expected it. Staff rallied around it. Consultants delivered it in polished decks and infographics. But the world associations operate in today looks nothing like the world that gave rise to that model. Disruption is the constant, not the exception. In this environment, the traditional five-year plan creates more constraints than clarity.
One client CEO, reflecting on a recently shelved plan, put it plainly: “It looked great on launch. A year in, our market had moved on, and we spent the next two years working around the plan instead of working it.” It’s a common pattern. And it reveals a hard truth: Static plans, no matter how well designed, can quickly become out of step with a changing reality.
The Case for Adaptive Strategy in a Changing World
Here at Sequence Consulting we have seen this across the board. What begins as a road map becomes a relic. Too often, long-range plans outlive the conditions for which they were built. And instead of driving agility, they inadvertently create inertia.
That doesn’t mean strategy is obsolete. The structure around it needs to change. The most effective associations treat strategy as an ongoing process instead of a one-time deliverable, one that adapts as the environment shifts and member needs evolve.
"We stopped treating strategy like a document and started treating it like a habit."
Rolling Strategy Models That Keep You Agile
A large healthcare association we worked with had long built its strategic plans around national policy trends and long-term sector forecasts, but the ground started shifting too fast for that model to keep up. Rather than force-fit new realities into an outdated structure, the executive team moved to a rolling strategy model. The approach involved quarterly reviews and biannual strategy sprints. Objectives were still clear, but their execution remained flexible.
Strategy became less about long-term forecasting and more about staying attuned to the present. One executive put it this way: “We stopped treating strategy like a document and started treating it like a habit.” The process created space to make real-time decisions while keeping teams aligned around direction. The shift gave leadership room to make decisions faster and with greater confidence. Board engagement shifted from episodic approvals to a continuous conversation about what was emerging and how the organization should respond.
“Our strategy got better because we stopped trying to guess what members wanted and started building it with them.”
Co-Creating Strategy with Members for Greater Impact
Perhaps the most transformative shifts are happening where associations invite their members into the strategy process, not as occasional survey respondents, but as true co-creators. A fast-growing STEM association we advised launched a series of “member studios,” collaborative sessions that brought together diverse voices to reimagine career pathways, engagement models, and even elements of governance. The insights weren’t always easy, but they were essential.
In that setting, the goal was to explore and expand leadership’s thinking rather than validate it. As the association’s chief strategy officer put it, “Our strategy got better because we stopped trying to guess what members wanted and started building it with them.” The process built trust, sparked innovation, and helped ensure the strategy reflected what members needed, not just what leadership hoped they did.
How far ahead they plan is not what sets them apart. It is how ready they are to adapt.
Building a Culture of Adaptability and Learning
This kind of shift doesn’t require abandoning structure. It does require redefining what strategic discipline looks like. That means fostering habits that prioritize learning over linear progress and building planning approaches designed to adapt, especially when conditions change.
Associations that thrive today treat strategy as a continuous practice. They revisit it often, adjust when the environment shifts, and build it into everyday decisions. How far ahead they plan is not what sets them apart. It is how ready they are to adapt. That’s what makes them resilient in a world that keeps moving.
To read more about adaptive strategic planning, please see Strategic Breakthrough: An Association Strategic Planning Case Study with the APA.
