It is time for organization's to look at how they are serving their customers from the outside in and to ask customers what they need and want from you. If an organization only relies on data and the past, their customers may decide to seek what they need from other sources. Past trends may not equal success in the future. Listen to latest MSAE "Association Trends" when author Anna Caraveli discusses her new book, "The Demand Perspective:Leading from the Outside In."

Anna tells us that the keys for success are customer centricty, innovate thinking, and changing the way leadership thinks.Your customers may not tell you what they need, or want. It is time to ask, or they may not be your customers in the future.