Over the past few weeks, we’ve unpacked what it means to “Be the Unicorn” in the association world. We’ve explored traits centered around action, mindset, adaptability and growth.

This final group of traits feels especially important to me because they focus on influence, relationships and purpose. As an association professional for over 25 years, those traits are what define an association leader. And in many ways, these are the qualities that sustain leadership over the long haul.

This week, we close the series with four final traits: Connected, Likable, Productive, and Purpose-Driven.

Connected

The best leaders understand that leadership is relational.

In associations, relationships are everything. Members, volunteers, sponsors, boards, staff, strategic partners, none of this works in isolation. Great leaders intentionally build and maintain meaningful connections.

Being connected means:

• Investing in relationships before you need them
• Creating networks of trust
• Making people feel seen, valued, and included

What this looks like on a Tuesday morning:
At the end of the day, all association leaders are volunteers. I will never forget what my first elected president said to me during our first check-in call. “Ask me how my kids are doing at the beginning of every meeting and you’ll win my respect and my heart.” People want to talk about the things that are important to them. And guess what? It’s often not their jobs. Get to know people.

Reflection: Are you building relationships transactionally or intentionally?

Likeable

Some people resist the idea that likability matters in leadership. I disagree.

Likability isn’t about popularity. It’s about approachability, emotional intelligence and how people feel after interacting with you.

Association leaders work in highly relational environments. People are more likely to trust, follow, volunteer and collaborate with leaders who are genuine and engaging.

Being likable means:

• Listening well
• Showing empathy and respect
• Bringing positive energy into the room

What this looks like on a Tuesday morning:
Maya Angelou said that people will forget the things you need but will always remember the way you made them feel. There’s a reason you have two ears and one mouth. So you can listen twice as much as you talk.  

Reflection: How do people consistently feel after interacting with you?

Productive

Productive leaders don’t just stay busy. They stay focused on what matters most.

Association work can quickly become reactive. Emails, meetings, deadlines, events, member needs – it never stops. “Unicorn” leaders learn how to prioritize impact over activity.

Being productive means:

• Managing priorities instead of just tasks
• Focusing energy where it creates the greatest value
• Understanding that not everything deserves equal attention

What this looks like on a Tuesday morning:
One of the most eye-opening experiences I ever had was working for an Association Management Company (AMC). You really had to learn to prioritize what is important and what is not and I learned one of my most valuable management skills – time blocking. Also, because I recognize I tend to be a bit “scattered”, I have become the “King of To-Do Lists”. I will come into work and not even open my computer until I have fine-tuned my to-do list each day. That was really helpful when I began work in an AMC with 3-4 clients and overseeing association managers.

Reflection: Are you spending most of your time being busy or being impactful?

Purpose-Driven

Purpose-driven leaders understand their “why.”

In associations, this matters deeply because our work is often connected to mission, profession, and community impact. The best leaders never lose sight of the bigger picture behind the day-to-day responsibilities.

Being purpose-driven means:

• Connecting decisions back to mission and values
• Leading with clarity and intentionality
• Remembering that your work impacts people, not just processes

What this looks like on a Tuesday morning:
One of the best practices I like to implement in a new organization or with new board members, is to guide a process on how to put the mission of the organization in their own words. It’s important for staff to understand that the mission is what drives our work and ultimately helps our members succeed. And without them, there would be no association. And consequently, no work for us.

Reflection: What keeps you connected to the deeper purpose behind your work?

As we wrap up this series, one thing becomes clear: “Unicorn” leaders are not defined by a single trait.

They are leaders who intentionally grow.
Leaders who stay curious.
Leaders who build trust.
Leaders who adapt.
Leaders who connect purpose to action.

And perhaps most importantly, they are leaders who recognize that growth is never finished.

Maybe throughout this series you’ve recognized traits that already exist in you. Maybe you’ve identified areas you want to strengthen.

That awareness is where growth begins.

And in a world that continues to evolve rapidly, especially within the association profession, those willing to grow intentionally will continue to stand apart.

That’s what it means to “Be the Unicorn.”