1. Introduction, 2. Types of associations – A tale of important nuances, 3. Dos - The nine virtues of a trade association, 4. Governance – The referee we all need, 5. Strategy – Look far and change your look, 6. Leadership – Inspiring or expiring, 7. Building consensus – The small art that can make a huge difference, 8. Communication – The magic of listening and understanding, 9. Technology - And the size of your handbag, 10. Finances – Money is not important but if you show it to me…, 11. People – Yes, people. Always, people, 12. Measuring success – Yes, it can (and should) be done, 13. Communicating success – Remember to brag, 14. Tips – Random and useful, 15. Last word – A word of love
"Rafael knows that it takes humility to be a great leader but he shouldn’t be humble about this book. It is a thoughtful treatise on leadership, the art of compromise and the sometimes challenging task of running a trade association. And it’s not a dry, technical read. It is fun!" Hannah Brenton, Senior Reporter, POLITICO
"Good policymaking is a crucial feature of all business life since companies and consumers benefit from high-quality, robust and effective rules. Trade associations can be a crucial component to achieve that goal - if they can get their message across clearly and effectively. Rafael Plata has done a great service to the industry with a clear and comprehensive 'how-to' guide, full of tips and advice often hard-learned, covering everything from leading to the tricky job of balancing competing members' interests. A new generation will find his thoughts invaluable." Philip Stafford, Digital Finance news editor, Financial Times
"The world of European associations in Brussels is a microcosm with its own, often unwritten, rules. In his book, Rafael does a great job in explaining and demystifying them. The book is packed not only with tips on what to do to lead a successful association but also with advice and practical examples on what not to do, when to step back and how to learn that, sometimes, less is more." Anna Koj, Managing Director, Mavence
