Are We Connected for the Wrong Reason?
Business association goes beyond benefits: cooperation, purpose and value creation are reasons that can strengthen companies and drive development.
Perhaps the problem with associativism is not the lack of benefits.
Maybe it's the lack of purpose.
We spend our lives pursuing motives.
We want money.
We want invoicing.
We want profit.
We want benefits.
We want rights.
But we often forget to ask:
What for?
Money is the reason for work, but it can only be the means to gain freedom.
The billing is the reason for the company, but it does not reveal its full value.
Exchange is the motive of the market, but it is cooperation that allows wealth to be created and circulated.
What about the association?
Why does a company join?
To earn more.
It's legitimate.
But that is the reason, not necessarily the purpose.
The purpose can be much greater:
organizing cooperation to generate more value.
When companies cooperate, they can produce more, compete better, expand markets, share knowledge, reduce costs and strengthen the business environment.
And when the environment thrives, the value is not restricted to the associate.
It spreads.
More strong companies.
More jobs.
More income.
More money circulation.
More assets.
More development.
That is why I believe that the great challenge of associations is not just selling benefits.
It is revealing the purpose of associating.
Because there is a huge difference between:
“I join because I want to earn more.”
Eaton
“I partner because, together, we can generate more value.”
The first sentence represents an interest.
The second represents a vision.
The reason moves us.
The purpose guides us.
Associationism organizes cooperation.
Maybe it's time to ask:
Are we just looking for the benefits of being associated or are we building the value of being together?
Read also: https://bntonline.com.br/pare-e-pense/
