I’m excited because it’s once again football season! I’ve always been a fan of American football – not just for the thrill of the game, but the strategy behind it. What fascinates me the most is the various elements that go into developing a formidable team: the right talent on the roster, the ability to adapt mid-season, and the discipline to execute under pressure.  

When the game is executed well in all three phases, it can really be a remarkable thing to witness.  

A great football team requires individual players with varying degrees of skill and responsibility to master their roles while trusting that others will do the same. Coaches, quarterbacks, linemen, special teams, personal trainers, and more - all working together towards a common goal and producing what looks so seamless to the average spectator.  

And while it might be a surprising comparison, in a lot of ways, building an effective trade association strategy isn’t all that different.  

At its core, a winning trade association strategy comes down to three things:  

• understanding your company’s legislative interests, and regulatory needs, 

• identifying the best associations to provide the optimal decision-maker influence; and 

• choosing partners that connect you with strong industry networks and strategic collaboration opportunities. 

Each of these points is like a phase of a game, with each piece impacting business strategy and sharpening competitive advantage. 

Advocacy

Legislative and regulatory work can be complicated, technical, and often stressful for companies to navigate on their own. However, like an offensive line – without it, you won’t make any progress down the field. Having a trade association that has a highly competent and experienced bench of professionals should be factored into this first leg of the selection process. Many startup to mid-sized companies with limited resources cannot employ dedicated personnel to government affairs functions, so a trade association becomes essential to moving the ball forward.

Influence 

Just like a quarterback needs visibility across the whole field, your company needs a trade association that understands where policy decisions are being made and how to get your message to the right decisionmaker. Finding a trade association that has deep and wide relationships at varying levels in the rule making process can be financially consequential. A company’s association strategy should factor influence at the federal, state, and regional levels heavily. Having this reach and insight can be game-changing. 

Community 

Championship-grade teams are not built in isolation, and neither are effective business strategies. A trade association with a strong intersectional community of industry stakeholders will aid a company with brand visibility and the opportunity to join forces on tough challenges that shape the market.  

For the advanced energy sector, this year has proven to be one of the most challenging in its history. There has never been a more crucial moment than now to consider how your trade association stack is effectively impacting business outcomes.  

At Advanced Energy United, we are committed to helping companies build more energy infrastructure, provide more grid-flexibility services, and lower energy costs for consumers. To put it into football terms: United is here to strengthen your roster, sharpen your game plan, and ensure your team has what it takes to win.  

If you are evaluating your trade association strategy, I encourage you to consider adding United to your lineup this season. 

To learn more about how membership with Advanced Energy United can provide strategic value for your business, visit https://advancedenergyunited.org/join or reach out to our team directly at sales@advanecdenergyunited.org.