What does Silicon Valley know about membership? Plenty, according to Robbie Kellman Baxter, author of The Membership Economy, out this month. Corporate America has realized the value of selling “membership” and in many cases, is doing it better than associations.

I talked to Robbie about what associations can learn from online membership sites. Click below to see what she has to say. It starts with leading from your mission (easy, right?) and requires understanding how disruptive technology is changing the game (not so easy). If you’re interested in learning more, you can order The Membership Economy here.

Click here to watch on YouTube.