Don’t Be the Last Store in Bend, Oregon: Why Associations Must Invest in Innovation, Even in a Downturn

...Starring Draco the Data Dragon, Mira the Metrics Monster, and a cautionary tale about the blue-and-yellow empire that once ruled Friday night movie marathons. 

Beware the Blue-and-Yellow Dragon 

Back in the year 2000, Blockbuster sat atop the video-rental throne, roaring with nearly 9,000 stores and $5 billion in annual revenue. When a scrappy upstart named Netflix offered to sell itself for $50 million, Blockbuster’s CEO reportedly laughed the founders out of the room. Less than a decade later, streaming devoured videotape spurred in part by activist investor Carl Icahn’s pressure to prioritize cost-cutting and near-term earnings over long-term digital bets; and Blockbuster ultimately filed for bankruptcy while Netflix became a global entertainment juggernaut. 

Moral of the story: dragons you refuse to train rarely stay small. They grow teeth, learn to breathe fire, and eventually torch the castle. 

The Cost of Holding the Remote 

For Blockbuster, the price of ignoring innovation was existential. For professional associations and nonprofits, the stakes are just as high: mission relevance, membership loyalty, and financial sustainability. In today’s recession flavored climate, the instinct is to hunker down; freeze hiring, slash R&D, and preserve cash. After all, isn’t that what prudence looks like? 

Draco the Data Dragon shakes his scaly head. 

• Companies that kept investing in innovation through the 2009 financial crisis outperformed the market average by more than 30 percent in the following years. 

• Serial innovators delivered annual shareholder returns 5.6 percent higher than peers from 2007 to 2019. 

• Organizations that balanced cost discipline and growth bets were the ones that "roared out of recession."  

Translation: When the economic skies darken, returns on innovation capital actually get cheaper and bigger, because everyone else is distracted boarding up windows. 

Why Associations Can’t Afford to Push Pause 

Associations face unique pressures: 

• Member Expectations Don’t Recess. Physicians still need rapid guidance on new clinical standards. Scientists still crave faster literature reviews. Members judge digital experiences against Amazon, not last year’s AMS upgrade. 

• Non-Dues Revenue Is in the Crosshairs. Event cancellations, sponsor hesitancy, and tightening grant cycles mean yesterday’s cash cows have lost weight. 

• Mission Gaps Get Wider. When public health emergencies strike, or policy landscapes shift, lagging technology magnifies your response time. 

In short: the dragon keeps growing whether you feed it or not. 

ROI in a Recession: Unleashing Capital for Long-Term Gain 

“Innovation is the only insurance against irrelevance.”  - Gary Hamel 

Lower Opportunity Costs 

During downturns, talent, technology, and partnerships become less expensive. Think of it as buying dragon-proof armor at clearance prices. 

First-Mover Advantage 

Launching that AI-powered credentialing tool or member-matching algorithm while competitors stall positions your association as the go-to authority when the market rebounds. 

Compounding Mission Impact 

Innovation isn’t just about dollars; it amplifies reach: faster peer review cycles, more inclusive certification pathways, and data-driven advocacy. 

Mira the Metrics Monster loves a balanced scorecard that shows mission impact and margin climbing together. 

Identifying Your Hidden Dragons 

• Data & Insights - Automate literature reviews, predict emerging research fields. 

• Personalized Learning - Adaptive CME paths fueled by generative AI. 

• Smart Events - Hybrid conferences with real-time session matchmaking. 

• Credentialing 2.0 - Micro-certs and digital badges linked to blockchain for verification. 
• Member Experience - Chatbots fluent in policy updates and committee FAQs. 

Building an Innovation Nest Egg 

Governance & Risk Management: Keeping the Dragon Friendly 

• Policy First. Draft AI and data-ethics policies before launching tools. 

• Stage Gates. Use milestone funding; kill or scale based on evidence. 
• Diverse Oversight. Include board, staff, and member representatives in an Innovation Council. 

Measuring the Return - More Than Money 

Call to Adventure: Your Next Three Steps 

1. Diagnose Readiness. Run a quick maturity assessment across culture, tech, and process. 

1. Seed the Fund. Carve out a pilot-scale budget by the next fiscal cycle. 
2. Pick One Dragon. Choose the single innovation that, if successful, would most delight members and advance mission. Start there and iterate fast. 

Conclusion: Don’t Let the Credits Roll on You 

The lone Blockbuster store that still stands in Bend, Oregon, is a charming museum piece but it’s not a business model. Associations that cling to yesterday’s remote risk the same fate. 

So sharpen your swords, warm up the forge, and invite Draco and Mira to join the strategy retreat. Downturns don’t dim the need for innovation - they illuminate the leaders brave enough to invest in it. 

Ready to train your next dragon? Let’s fly. 

Sources 

• Business Insider: "How Blockbuster went from dominating the video business to bankruptcy."  https://www.businessinsider.com/the-rise-and-fall-of-blockbuster-video-streaming-2020-1 

• McKinsey & Company: "Innovation in a crisis: Why it is more critical than ever."  https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/innovation-in-a-crisis-why-it-is-more-critical-than-ever 

• Boston Consulting Group: "Serial Innovators Outperform in Times of Recovery."  https://www.bcg.com/press/22june2020-serial-innovators-outperform-in-times-of-recovery 

• Harvard Business Review: "Roaring Out of Recession."  https://hbr.org/2010/03/roaring-out-of-recession