Different thinking about unbundling

Unbundling gives a lot of membership professionals heartburn. Including me. I've recently changed my vantage point on the subject, however, and now I'm excited about the prospects that unbundling provides.

As you consider providing an unbundled membership experience, don't think about what you can remove from your regular membership in order to reduce the price. Instead, consider what other products and services can be added into the cost of regular membership. The end result, a wide array of choices for members and prospects, is the same.