Socious looks to ASAE’s resources, such as its recent publication, The Demand Perspective: Leading from the Outside In by Anna Caraveli, PhD, to further its understanding of the potential online communities hold for associations, and of the expanding options they provide for generating member value. In this introduction and video interview with Anna, Socious’ Joshua Paul zeroes in on the 6 primary misalignments between associations and their markets that emerged from Anna’s research as debilitating obstacles to growth; and asks her to walk him through the key re-alignments leaders must make to bring their value into line with the things that matter most to their members.