Leadership Boost for an Underperforming Organization


The board of directors (board) of the California Association of Flower Growers & Shippers (CalFlowers) had become a management committee where the board president, a volunteer member of the board, functioned as the de facto chief staff executive (CEO is the title they use in place of executive director).  The arrangement had been in effect for about eight years.  Shortly following the 2008 to 2010 recession the association had a revenue shortfall and decided to forego hiring a CEO to manage their staff and operations.

In 2012 the association had corrected their revenue challenges and realized they could afford to hire a CEO.  In that same year they also engaged an association expert to evaluate their association and future needs.  The consultant’s assessment was somewhat grave.  He concluded that the association did not reach the thresholds for even simple adequacy in any of the 10 performance areas he used.

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