Challenge

ASIS faced stagnating membership growth and was searching for a clear vision to guide future success.

Solution

We developed a 2028 vision with global stakeholders, providing ASIS with the tools and strategy needed for growth.

Outcome

ASIS now has a unified global vision, actionable strategies, and an empowered team, positioning it for sustainable growth and leadership in the security industry.

Understanding and exploring ASIS' current role in the industry

Our journey with ASIS began with a deep dive into the organization's rich history. Through a Graphic History exercise, we identified vital events, strengths, and weaknesses that shaped the company. We began by conducting a comprehensive Context Analysis to understand external factors and evolving customer needs, ensuring our strategies would deliver continuous value.

This analysis explored evolving customer needs and emerging technologies, ensuring our newly designed strategies aligned with delivering continuous value to ASIS in the future.

Following this, we mapped the current business model, providing a foundation to facilitate strategic decision-making. Engaging with stakeholders, including current and future members, was crucial in this phase to understand their different needs and perspectives. We organized co-creation sessions with seasoned members at the ASIS Europe seminar to enrich our findings and explore different future scenarios for ASIS.

By creating future cover stories, we gained multiple perspectives on how ASIS could impact both current and future members. This process helped us identify key strategic choices and laid the groundwork for shaping an initial vision for ASIS. 

Creating a vision, strategic plan, and activation story

We presented our initial vision to the ASIS staff team in Alexandria, USA. Together, we refined their future role and long-term value creation, developing multiple business model options and a compelling narrative to engage stakeholders. This collaborative effort resulted in a roadmap with five bold steps to bring the vision to life and ensure organizational alignment. Doing this clarified ASIS's position within the global security landscape and provided a clear strategic direction. With this foundation, we further defined ASIS's future role, finalizing it for presentation to the advisory board. The board ultimately approved the transition from an educator to a facilitator role; creating a safer world in which to live, work, and play by uniting security professionals globally to grow resilient communities.

From vision to an actionable strategic plan

We designed a strategic plan framework focused on growth and future business strategies, incorporating extensive stakeholder input and alignment. We then conducted an innovation sprint with the ASIS staff team, equipping them with the tools to democratize strategy and innovation across the organization. The vision we established earlier served as a guiding compass for identifying new value creation opportunities. During the sprint, we identified a potential new service for ASIS to offer its members, which we tested and validated over four weeks to assess its desirability. This process empowered ASIS employees to actively contribute their ideas, fostering a culture of creativity and collective growth, while reinforcing the understanding that creating new business models requires a different approach than optimizing existing ones.