Robert Nelson is a consultant for associations and provides strategic and governance advice to associations and CEOs. Robert says the association business is all about community; community is everything we do, he says, bringing people together to accomplish their goals. Robert believes that the emphasis on and need for community is what sets apart associations from the for-profit world. Community should be part of the branding for associations. Brand is really the emotional connection members feel with the associations. It used to be that we felt community was getting a group of people together to solve a problem; today we do that, but also focus more on how we can use a more diverse perspective to achieve a better solution. A community with more diversity leads to better results. Developing a strong community can help solve big problems and grand challenges. Association have the power to convene and the power to convene and create communities, so have an obligation to identify the critical challenges so that solutions can be sought. Bringing associations together to create communities to address cross industry and professional problems is increasingly important; associations are well positioned to convene the right people to help solve some of society’s largest problems. It’s important to have a clear vision and then step up to address the problems, and associations are experienced in managing such efforts.