George Washington University
Conceived and launched two new enterprises from scratch: a new school, The College for Professional Studies, and a for-profit entity, GW Solutions.
The Demand Perspective. Outside-in strategy for organizations that want to matter.
The Shift
Most organizations are designed around what they sell.
The ones that thrive are designed around what their customers are trying to become.
That shift changes everything—strategy, structure, engagement, growth.
The Diagnostic
Are you inside-out or outside-in?
Most organizations optimize around what they offer. The ones that thrive optimize around what their customers are trying to become.
The difference isn't a mindset shift. It's a structural one—and it shows up in how you listen, measure, allocate, and respond.
11 questions · About 5 minutes · No email required
The Model
The Engagement Continuum
Where are your customers? Where do you want them to be?
Nominal
I just pay dues.
Interested
I occasionally learn.
Active
I use what I learn.
Solutions
I need these solutions.
Strategic
Can't succeed without.
Partner
My success is yours.
11 questions · No email required
The Pathways
From Nice-to-Have to Indispensable
My 5 Pathways to Growth
Deep Listening & Hidden Value Discovery
Value Alignment & Clarity
Ecosystem Leverage & Value Extension
Co-Creation & Partnership Design
Scaling Indispensability
Start a conversation with Anna
No commitment. Just a conversation.
The Work
Smithsonian Institution
Created and led the Smithsonian Campus on the Mall into a self-sustaining continuing and professional education division.
Brookings Institution
Served as director of strategy for executive education, building strategic relationships and redesigning the flagship executive program.
RAPS
Helped the Regulatory Affairs Professionals Society turn around its relationships with chapters by redesigning the value exchange.
Demand-Centered CEO Network
Founded an R&D community of innovative association CEOs committed to outside-in leadership.
The Invitation
I've spent my career helping organizations stop talking about what they offer and start delivering what their people actually need to succeed.
If you're ready to look at your strategy from the outside in, I'd like to hear what you're wrestling with.
The Demand Perspective
The Book
The Demand Perspective: Leading Associations From the Outside In
Published by ASAE, 2015
Available at ASAE →