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President's Letter:
Mark Krause, ICCFA President for 2008-2009
Charting a course for a successful future
The convention is over and the ICCFA has a new president. That's certainly not earth-shattering news, but a new president can usher in new possibilities-or drag along the past like an unwanted anchor as the association sails toward the future.
Some may wonder what the first non-cemeterian ICCFA president will bring to the job. It is my intent to continue to embrace the strong tradition of the past, the positive changes initiated by Immediate Past President Paul Elvig and the promise and opportunity the future holds for one and all in our profession.
As my year in the batter's box begins, I would like to address three areas of leadership that I consider part of my professional compass. First is leadership with the consumer. Our profession needs all of us to step up and help our consumers figure out what it is they search for in funeral service but cannot articulate. The onus is on us, the professionals, to create that product and deliver it to those wanting something with contemporary value and meaning.
This month's ICCFA magazine is dedicated to personalization, always a topic that turns my head. Personalization is only a start to the delivery of outstanding service that will keep consumers coming back to our firms. Let us be prepared to offer our families options rather than trying to catch up to their wants and needs.
Second is leadership for the greater good. The ICCFA is a large, vibrant group that needs continuous energy and people to make our professional community successful. An organization is only as strong as the support of its membership, and this has been a strength of the ICCFA. Our Capitol Hill visit in March is a great example of how a few individuals can make a difference for the association.
Support of the Government and Legal Fund and the PAC are key components to ICCFA success as your watchdog for legislation that is harmful and ill advised. I cannot stress enough how important your participation is in keeping our ever-vigilant eye open to the legislative issues that present themselves every day. Your support is a direct investment in your company's future.
Everyone has felt the change in "deathcare" over the past few years. Changing consumers, the competitive environment and the multiplying of potential service offerings have created a culture of insecurity when it comes to how a smart operator should run his or her company. This is where the ICCFA becomes your partner for success.
I have found that education, leadership, innovation and vision all come together in this-or should I say your-association. Those who attended the 2008 Annual Convention in San Diego experienced these four components in a way not seen anywhere else in our profession.
Third is personal leadership. Leadership and participation go hand in hand in driving the ICCFA to be effective now and in the future. We have a great staff, but they cannot do everything themselves. Lead by personally doing a little extra this year for the greater good. We can move faster when more are pulling the wagon rather than sitting on it.
Writing a magazine article, joining a committee or putting together a presentation all contribute in a positive way for the association and help us stretch out of our comfort zones.
I have worked very closely with Paul Elvig over the past year and seen his outstanding vision and leadership for the ICCFA. We are fortunate to have been on his watch and will continue to benefit from his continued support and guidance.
I want to thank you all for placing your confidence in me to lead the ICCFA for the next year. I view this opportunity as a chance to make a difference and leave things a little better than they were when I arrived.
Mark Krause
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