Strategic Alignment: Positioning our Brand for the Future
Short summary:
SLA'S Strategic Alignment Process is an Extensive, Research-based Examination of the Profession and of SLA's Position within the Evolving Information Economy.
Long summary:
Strategic Alignment: Positioning our Brand for the Future SLAS Strategic Alignment Process is an Extensive, Research-based Examination of the Profession and of SLAs Position within the Evolving Information Economy By Cindy Romaine, Gloria Zamora and Bill Fisher Have you ever had your back out of alignment? The pain can come and go, but its clear that something isnt right. When you are out of alignment, you simply cannot operate at full capacity. Only rarely will your back heal itself--most often, you must seek a professional adjustment to return to your efficient self.
Something similar is going on within SLA. Members have a burgeoning sense of career angst. They say that they are not as valued in their position as they feel appropriate. They say that positions in the library have been eliminated or sent to project teams with little or no consultation. Finally, members say that salaries for positions outside the library pay better. These insights indicate that the association needs- without overworking the metaphor--an adjustment, because it is clear that the problem would not work itself out. In response, SLA began a process of strategic alignment in 2007 that will influence our brand positioning and platform for years to come. So, without resorting to more chiropractic terms, what exactly does a strategic alignment mean for the association?
The strategic alignment requires that the leadership of the association, both staff and the board, take a fresh look at three key areas: 1) the drivers in the current information marketplace; 2) the value of the information professional; and 3) the skills that information professionals need to be most effective. In business terms, alignment is a discipline to deliver clarity, credibility, and consistency to the association.1 Alignment is a process that leads to thinking, communicating and behaving as one enterprise connected by a common vision. SLAs strategic alignment process is an extensive, research-based examination of the profession and of SLAs position within the evolving information economy. After comprehensive research, SLA will look at how to position itself in the marketplace--with both current and potential members--so that the association can be a more effective advocate for its members success. Seismic Shifts Seismic shifts in information collection, access and delivery over the last decade have altered the required skills and competencies necessary to thrive as an information professional.
Source: www.sla.org
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