Over the year’s we have slowly but surely lost sight of the greatness we all purport to deliver to our members. Instead, from the outside, in practice, it appears as though we have allowed outside influencers such as regulation and market complexity drive us to inactivity. Changes in our business models from SEG to community, from in-person to virtual, from traditional operations to technical integration and from direct staffing to outsourcing drive angst, confusion, and complacency. This is not to say that we don’t work hard and attempt to always put the member first. Because those mental realities still exist and are very much alive. However, if we examine the business and management processes from an architectural level what we find is that our policies, processes and decisions reflect a conflicted reality.