By: Kelly Milan, General Manager, Sunshine Rides of Colorado
"Change is the law of life. And those who look only to the past or present are certain to miss the future." — John F. Kennedy
Today, the concept and process of ‘change’ appears to have universal relevance and a real sense of urgency. Its impacts are being felt across a diversity of sectors - economic, social, environmental, business, and political. No one can deny the deep and painful changes that have impacted on the private transportation industry in the last 10 years – and the new uncertainties on the near horizon. The urgent question is how can TTA capitalize on these changes?
Maintaining the status quo out of nostalgia or habit only leads to damaging inertia – we must not acquiesce to an organizational coma. In a recent survey of 600 businesses across seven countries, the vast majority (85%) of executives said their organization’s ability to adapt to change and disruption is worryingly deficient. This only underscores the fact that organizational agility—especially the ability to make strategic course corrections and reallocate resources accordingly—is an essential competency. If organizations like TTA cannot effectively implement a change strategy in tune with market demands, then members, customers and competitors will certainly leave them behind.
Fortunately, TTA has a long and venerable history of adapting to change. If there is an over-arching goal for adaptation, it’s to fully identify the current landscape of transportation operators, solution providers, stakeholders and policy makers, understand their needs and objectives, then refresh our offerings and how we operate to meet all of them where they are to create a large, thriving community that best serves everyone and the industry. Questions we should be asking ourselves include:
- What is the membership profile and how can it be strengthened and diversified with individuals and institutional partners that will help make TTA more resilient, agile, and ultimately more successful?
- How can we better reach out, attract, and embrace this new constituency?
- What services and resources should TTA support and deliver to help its members become more agile themselves and successful in business, both in the U.S and internationally?
- How do we define the Alliance in the foreseeable future by anticipating market changes and technology disruptions?
- How does TTA truly become agile to match the pace of change in the private transportation sector?
These questions may seem long term and daunting but there is a way forward. Fortunately, we have the right people, necessary resources and will to succeed in navigating the process towards a revitalized organization. Yes, this process will require courage and commitment at both the individual and institutional levels. So, what will be the major drivers of this change process (strategy) as it moves towards better organizational performance and service delivery for its members? They include but are not limited to the following important themes:
Agility: Right sizing our governance structure and streamlining our management approach to make it more responsive.
Alignment: Identifying our constituents and updating our mission, vision, services and pricing.
Investment: Investing in marketing, outreach and content to attract our target audiences.
While it is all too easy to spout cliches and empty platitudes promoting ‘change’ – the actual process is task and outcome oriented, highly demanding, and serious. The three themes – agility, alignment, and investment - constitute the blueprint for change that will create a more successful, resilient, and responsive TTA, ready and able to provide impactful leadership in a rapidly changing transportation sector.
Dan, the executive committee, board and member committees are already actively engaged in this process, and the path forward is materializing. It’s a great feeling to be part of a smart, helpful, intentional group of like-minded professionals who care about each other and the industry. In the wise words of the great American writer and humorist Mark Twain, “the secret of getting ahead is getting started.” So today, let us embrace the goal of positive change at TTA and get started, without delay! Time waits for no-one. In business as in life, inertia and indifference are excuses that history never accepts.
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