Foreword xi Introduction xiii 1 Strategic Partnerships 1 2 Trade Associations 21 3 Recreational Boating and the Great Outdoors 31 Section One: Recreational Boating Is an Ecosystem 37 Section Two: Outdoor Recreation Is an Even Bigger Ecosystem 49 4 Baking 61 5 Unmanned Systems 89 6 Asphalt Pavement 121 7 Frozen Foods 159 8 Breakthrough Opportunities for Industries and Trade Associations 189 Acknowledgments 201 About the Author 209 Notes 211 Index 223

PRAISE FOR REIMAGINING INDUSTRY GROWTH “Dan Varroney’s Reimagining Industry Growth is a must-read for forward-looking executives who want to stay ahead of market trends and be able to better understand market moves.” —Dr. David K. Rehr, Professor and Director, Center for Business Civic Engagement, Schar School of Policy and Government, George Mason University “Dan Varroney’s career has prepared him to be an excellent adviser on the advantages trade associations can give their members. He is uniquely qualified by experience to write this helpful book.” —Newt Gingrich, 50th Speaker of the United States House of Representatives, bestselling author “Dan’s intriguing propositions offer surprising revelations to achieve collaborative growth through strategic relationships with real-life case studies. Every CEO, executive, and board member could benefit from reading Dan’s book.” —Kelly Kidwell, Immediate Past Chair of Finseca, CEO, Pacific Advisors “In a world of increasing complexity, Dan Varroney’s insight and analytics are helping industries and trade associations push the envelope and identify the art of the possible.” —Chris Astley, Chairman, INDA (Nonwovens Industry Trade Association) “In today’s fast-paced and constantly evolving world, Reimagining Industry Growth by Dan Varroney provides practical guidance, actionable insights, and effective strategies to help industries and trade associations utilize the power of partnerships to drive success.” —Melissa Hockstad, President and CEO, American Cleaning Institute