The Power of Purpose

The Power of Purpose

Event Information


Mar 29, 2018 - Mar 29, 2018 Eastern


12:00 PM - 1:00 PM


Online - Webinar

United States

CAE Hours:




Member Price:


NonMember Price:


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Simon Sinek, author of Start With Why: How Great Leaders Inspire Everyone to Take Action, contends that “people don’t buy what you do; they buy why you do it.” He was using enterprises as an example in describing the power of purpose. Board-defined mission and vision statements about “who we are and what we do” can be informative, but they often fail to connect with people on an emotional level. Information has its place, but emotion drives loyalty, affirmation, and the willingness to engage.

Associations today must find their purpose and proudly share it to galvanize members, nonmembers, and employees. In this lunchtime webinar sponsored by the ASAE Marketing Section Council, learn how ISACA, an association of IT professionals focused on information security and governance, identified its purpose and the impact of spreading that message to its global professional community.

  • Speakers

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      Timothy Mason

      Timothy J. Mason was recruited to ISACA in 2012 to fundamentally transform marketing into a strategic, value-add, insights-and-results-driven business operation. Over the last several years, he also was asked to lead membership, sales, product management, communications, training, education, consumer insights and market planning. In 2017 Tim was named senior vice president, operations, and chief experience officer, assuming organization-wide operations responsibilities and elevating his leadership role to drive incredible experiences at every touch point. Prior to ISACA, Tim was senior director of marketing for Motorola Solutions where he led North America, EMEA, Asia-Pacific, and Latin America marketing for its $2B services business. Tim has also operated a small consulting services firm; owned and operated a company; and currently co-owns a small family business. Over the course of his career, Tim has specialized in global brand management, organizational transformation, M&A strategy, global business development, strategy development, thought leadership and business operations. In addition, he has focused on leadership skills development, organizational momentum and culture. Tim advocates for organizations to find their purpose and engage customers in new and meaningful ways, achieving beneficial, long-term engagements versus conducting simple business transactions. Tim has been recognized by both industry and professional organizations with awards, including a Gold EFFIE for advertising effectiveness, Best of Division--“Total Communications Programs,” and the Silver Award in program communications from the Business Marketing Association. He attended Red Rocks and Columbia College. Tim has been on several advisory and management boards and currently serves on the CIMMI Board of Directors; the CompTia Education and Certification Board; and the American Society of Association Executives Marketing Advisory Board.

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      David Evener, MBA/MIS, CAE

      David Evener is the Director of Marketing and Technology for NGWA. Prior to taking on that position in July 2010, he served as NGWA's director of information systems for 13 years. Evener holds a bachelor's degree in computer information systems from Chapman University, and masters' degrees in information systems management and business administration from Keller University. He is a member of the American Society of Association Executives and the Ohio Society of Association Executives.