The Relevance IMPERATIVE

Keynotes & Workshops on Relevance, Perceived Value, and Experience

Standing-room-only at the 2025 NAHB Association Management Conference.


Now available and perfect for your conference, board retreat, or leadership team.

Colby’s passion lies in helping organizations move from transactional relationships to transformational experiences. He’s the Principal of RelevantEdge, LLC, a Certified Executive Coach, and a Certified Professional Sales Leader (CPSL). His work is grounded in deep understanding of human behavior, a love for storytelling, and a relentless pursuit of meaningful impact.

COLBY GOODMAN is a visionary leader in sales, marketing, and customer experience strategy, known for transforming how organizations grow, engage, and retain their audiences.

His cross-industry expertise—ranging from executive roles in the luxury cruise and experiential travel sectors to leading membership transformation for the largest local homebuilders association in the U.S. reflects a rare combination of strategic acumen and creative thinking.

In the cruise and travel industry, Colby served as Vice President of Inside Sales, Operations, and Global Marketing for a luxury line, before being recruited to revitalize engagement strategies for a pioneering experiential travel company. His signature is designing scalable, customer-centric programs that drive loyalty and long-term revenue growth.

Currently a senior leadership executive at a major homebuilders association, Colby oversees sales, success, and experience design. He recently led the design and launch of a groundbreaking research-based growth and retention strategy, integrating behavioral insights, segmentation, and personalized engagement across the member lifecycle. This effort not only redefined the association’s value proposition—it also became a national benchmark.

Most recently, at the 2025 NAHB Association Management Conference, Colby’s work was spotlighted as a model of innovation, with national peers and executive leaders citing it as a leading example of how to build relevance, perceived value, and experience into modern membership strategy. His session on "The Relevance Imperative" received standout feedback and has since sparked invitations to speak nationwide, including at the upcoming Builders Leadership Summit in Seattle, October 2025.

PROFESSIONAL CERTIFICATIONS

PROFESSIONAL MEMBERSHIPS

RECENT ATTENDEE FEEDBACK

“We are a large association (1,350 members), but what Colby shared could be scaled up or down for any size. He tied everything together in a way that made the data accessible and achievable. Most importantly, he highlighted how the ‘typical member’ is changing, and why shifting our mindset to meet evolving needs is a conversation worth having.”

- Grace Nekrasas, Director of Membership, Northeast Florida Builders Association

“One of the biggest challenges for an association is to provide members with something they can’t find anywhere else. In Colby’s session, I found an answer based on solid market research. Business benefits are at the core of what we offer, but experience is where we create unique connections and value that members can’t find in an internet search. This gave me a whole new way to look at the importance and quality of the experiences we provide.”

- Karen Profita, Executive Director, Home Builders Association of Greater Baton Rouge

THE RELEVANCE IMPERATIVE

Members today expect more than a list of benefits; they want relevance, value, and experiences that matter.

In this keynote, I show associations how to close the ‘relevance gap,’ influence perceived value, and design experiences that keep members engaged for life.

If you’re ready to grow membership and retention, I’d love to bring this program to your conference or leadership team.

THE RELEVANT ORGANIZATION

Relevance isn’t just a strategy, it’s a culture. And if your culture isn’t aligned with your members or customers, you risk being forgotten.

This program helps boards, executives, and teams embed relevance into strategy, programs, and culture, so your organization isn’t just current today, but sustainable tomorrow.

Book this program for your next retreat or leadership summit, and let’s design a culture that lasts.

THE RELEVANT LEADER

Authority alone doesn’t inspire trust anymore. Leaders have to be relevant to the people they serve.

The program Relevant Leadership equips executives and boards with the tools to connect, adapt, and lead through change, balancing tradition with innovation.

If you want your leaders to stay connected and inspire loyalty, let’s bring this message to your next event.

small business programs

  • Local business owners

  • Sales and customer service teams

  • Retailers, restaurants, service businesses

  • Chambers of commerce & small business alliances