Trade and industry associations can't seem to 'reel in' ways of increasing engagement and membership. Google, YouTube, LinkedIn and a host of other apps are 'disrupting' associations. The time tested processes of associations have lost their value. To survive and thrive associations may need to embrace changes in how they cast their 'value propositions'. Rona and Jeffrey see great potential for change in associations and dip their toe in the water with perspectives from their own experiences of the upstream battle facing association success.