A Little Knowledge is a Dangerous Thing – Start Planning the Effective Way

Today we live in a world of “snippits”, where bits of limited information guide our behavior. They can help understand simple issues because they are easy to collect, but they can oversimplify more complex issues to our detriment.

In Clubs, we can use “snippits” to learn how to speed up golf play or what would attract more tennis play.  But when it comes to very important complex strategic issues, the “snippit” approach isn’t effective. Take for example the complexities of providing a much-improved dining program or how to address much-needed facility improvements or even how to raise ongoing funds for facility depreciation. Today, we are experiencing more and more industry leaders trying to solve or resolve many of their challenges and problems with “snippit” surveys. These surveys are basic/one dimensional, when what is needed is the multi-dimensional survey which correlates several issues to get the right solutions.

The “snippit” survey approach for resolving limited issues reminds us of the old adage, “a little knowledge is a dangerous thing”. How many times do we have well-meaning members pontificating on issues? They become experts with limited knowledge on a self-interest issue with little understanding of all the facts (sometimes they don’t want all the facts). This is why in clubs we need the comprehensive research approach, so we understand all the issues and not come up with half-baked solutions to major club problems. Strategic and facility planning is most effective with good research!

At McMahon, we are seeing more and more strategic plans developed around “snippit” survey research. In several instances we are now having to resurvey members on many critical issues because club leaders are cherry-picking their agendas to justify a particular position or goal.

The goal of a membership survey is to get sufficient information so Boards and managers can make the right decisions. Every club action is interrelated and needs to be studied in the whole, not in isolation. If your club is looking for the whole truth and nothing but the truth, utilize a comprehensive membership survey. They guide visionary and effective strategic and facility planning.