Reflecting on a bigger pie

I was recently reminded of an article entitled 'Creating a Bigger Pie' from 2010 that I had the pleasure of co-authoring. It was published on the occasion of the ASAE Congress, the Valhalla for the association professional, which is organised annually by the American Professional Society. In a nutshell, it is about the role of trade associations in transcending the everyday battle for pie slices, in the common pursuit of a bigger pie for all in the long run. Where is that pie 11 years later, on the way out of the Pandemic towards a sustainable circular economy?

The authors were driven in their writing by the idea of putting the Low Lands on the map of our overseas peers as a cradle of professional association management in Europe.

Summer blog 2021 Jules Lejeune

Polders and dredging

The history of associations in our country goes back to the 11th century, when 'farmers, nobles, townspeople and other citizens (had to) work together to build dykes to keep their feet dry. This was only possible by working together, regardless of origin or position'. (see Wikipedia).

This went beyond just keeping feet dry by building dikes and regulating water flows through pumping stations (the slice of the pie), but with the acquired knowledge also led to the dredging and reclaiming of new land (the larger pie). A development that, ten centuries later, still determines the reputation of our country as a dredger and water manager. With the Delta Works as its calling card.

Connected risks

The 2010 article states that, due to ongoing internationalisation and globalisation, not only opportunities but also the risks are more closely related across borders. Seemingly local events such as a volcanic eruption can lead to global disruptions. Risks that, in terms of manageability, are beyond the reach of the individual. This necessitates governments, companies and citizens to cooperate (internationally) in order to align economic, social and governmental (ESG) goals. With The Association as the organisational form and The Association Professional as a connector speaking the language of business, government and citizens.

Revival

In 2021, the water is up to our feet again. What started as a local virus in Wuhan has now gripped the world for a year and a half. Governments try to control it like a pumping station, but turning on taps in one place leads to flooding elsewhere or later. Think of economic stimulus packages, think of global vaccination programmes, think of the outbreak of yet another 'fourth wave' (ironically called 'delta').

Focusing on keeping our feet dry obscures the much greater collective risks in the longer term, such as climate change, the finite nature of fossil raw materials, the need to convert our 'business model' to circularity, social and societal inequality and increasing global tensions.

Wake-up call

But Covid-19 is also a wake-up call. Inequality' is not a core feature of the polder. Polders are flat, and 'poldering' is not tied to rank and position. And cooperation is aimed at shared long-term goals that are unattainable for the individual. ESG is now called SDG, after the sustainable development goals drawn up by the UN. And the EU Green Deal forces countries, governments, businesses, NGOs and citizens to work together. It will not be the first time that the EU project has set a global standard.

As co-author Paul de Ruijter of the 2010 article put it today in response to my musings above: "Water united the Netherlands, World War II united Europe, each time with very positive side effects for prosperity and well-being. Can the virus unite the world?" Together, we may not be able to make the spherical pie bigger, but we can make it more sustainable. The playing field for 'The Association' as an agent of change and renewal will, however, become larger. We are ready for it!

I wish you a pleasant summer and good health.

Jules Lejeune
Managing Director