Case Study

ASAE and Zenith Labs Launch ReadyMe to Bridge Leadership Gaps in Associations

ASAE collaborated with Zenith Labs to create ReadyMe, a leadership development tool connecting emerging talent with seasoned leaders. Using the OBSESS framework, ReadyMe fosters mentorship, knowledge-sharing, and engagement, revitalizing leadership development in associations.

By collaborating with Zenith Labs and using the OBSESS framework, ASAE successfully bridged the gap between legacy leaders and emerging talent. ReadyMe became a powerful, unifying force, cultivating a new generation of association leaders who were not only skilled and connected but also deeply loyal to the mission and future of the association world.

Process

The OBSESS framework

Here’s how they applied each
step of the OBSESS
framework to bring their values to life:

Observe

ASAE and Zenith Labs began by assessing the unique challenges within the association space, particularly the disconnect between senior leaders and emerging talent. Through in-depth surveys, interviews, and observations, they identified that younger leaders often felt isolated, lacking clear pathways for growth, mentorship, and connection within the association world. This observation underscored the need for a structured, accessible development platform that would bring generations together.

Benchmark

ASAE, with guidance from Zenith Labs, analyzed successful leadership programs in other sectors to understand what strategies fostered long-term engagement and loyalty. Benchmarking revealed that programs emphasizing mentorship, skill-building, and real-world application often achieved lasting impact. This analysis inspired ASAE and Zenith Labs to create a product that was not just a course but a full-scale leadership experience, designed to resonate deeply with emerging leaders.

Strategize

In collaboration with Zenith Labs, ASAE developed a strategy for ReadyMe that would blend educational content with direct access to senior leaders. This strategy focused on creating modules that tackled both foundational skills and advanced leadership concepts while offering mentorship opportunities. By connecting emerging talent with legacy leaders through discussions, live Q&As, and guided mentorship, ASAE aimed to create a supportive, growth-oriented environment where emerging leaders felt empowered to stay and thrive.

Scale

With Zenith Labs’ support, ASAE rolled out ReadyMe as a structured program, incorporating a mix of online modules, interactive workshops, and mentorship sessions. The content, developed by Zenith Labs, focused on core leadership skills, industry knowledge, and personal development, all crafted to resonate with emerging leaders. A robust digital platform made ReadyMe easily accessible globally, allowing participants to digest content at their own pace while engaging directly with senior leaders and peers.

Execute

ASAE and Zenith Labs piloted ReadyMe with a small group of associations to refine the content and structure. Feedback from participants was overwhelmingly positive, with many emerging leaders expressing newfound excitement and commitment to the association world. Based on this success, ASAE scaled the program, opening ReadyMe to thousands of emerging leaders across the globe. The platform became a go-to resource within the association sector, fostering a global network of leaders.

Sustain

To ensure lasting impact, ASAE embedded ReadyMe into its long-term leadership development offerings. With Zenith Labs’ guidance, ASAE established a system for continuously updating the content, incorporating new leadership topics, and adding more opportunities for interaction with senior leaders. Emerging leaders were encouraged to share their own insights and experiences, creating a dynamic learning environment that evolved with the needs of the association community.

Outcomes

Key Outcomes

Visa’s implementation of the OBSESS framework, guided by the founders of Zenith Labs, resulted in three powerful outcomes:

30%

Increased connections to brands

Employees reported feeling a stronger personal connection to Visa’s mission and values. By seeing real stories from leaders and peers, they could relate to the company’s values in a way that felt personal and authentic. This deeper connection fostered a sense of belonging and pride, making employees more committed to embodying Visa’s mission in their own roles.

90%

Marketers report a positive ROI

Employees reported feeling a stronger personal connection to Visa’s mission and values. By seeing real stories from leaders and peers, they could relate to the company’s values in a way that felt personal and authentic. This deeper connection fostered a sense of belonging and pride, making employees more committed to embodying Visa’s mission in their own roles.

Outcomes

Outcomes of our framework

This is how our OBSESS framework helped them with some
amazing outcomes

Increased Retention in the Association Sector:

Thousands of emerging leaders enrolled in ReadyMe and found meaningful connections with senior leaders, leading to a higher retention rate within the association world. With new skills and support, these leaders felt empowered to stay longer and grow their careers within associations.

Mentorship and Lasting Connections:

The mentorship opportunities within ReadyMe helped emerging leaders build relationships with senior leaders, fostering a supportive network that spanned associations worldwide. These relationships provided invaluable guidance and helped younger leaders feel anchored and valued within the sector.

Stronger Gratitude and Loyalty to the Association Sector:

As they engaged with the program and connected with mentors, emerging leaders reported a stronger sense of gratitude and appreciation for the association world. They felt part of a meaningful legacy, motivated to contribute their talents and help advance the sector’s mission.

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