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(Alexandria, Va.) – Experiencing the headwinds of the pandemic and the enormous changes brought to the senior living industry, the Argentum board of directors has launched an industry and association visioning and strategic planning process to meet the challenges and opportunities ahead. 

To ensure objectivity and inclusiveness in the process, Argentum executed an open selection proposal process for guidance, selecting THRUUE Inc., an expert strategy and culture consultancy whose clients have included ASNE, AARP, and LeadingAge. THRUUE was selected due to its team’s deep knowledge and experience in strategic planning processes and a highly valuable and differentiated approach to aligning an organization’s culture to drive growth. 

“Our industry is at an inflection point,” said James Balda, Argentum president and CEO. “In response, our association has pivoted to a significant focus on advocacy and public policy, to push for the support the industry needs as well as ensure unclear or redundant regulations don’t increase the burdens on care providers.” 

Innovation is imperative 

“Demographics show us we need to act immediately to prepare for the increasing number of seniors needing care,” Balda said.  

“At the same time, the senior living industry faces pervasive nationwide and global economic challenges: continued occupancy and labor pressures; diversity, equity, inclusion, and belonging; rapid technology changes; shifting policy landscapes, integration of senior care and health care; and more. 

“Our goal is always clear: the greatest possible independence, choice, dignity, and quality of life for vulnerable older adults,” Balda said. “But this time of great changes demands strategic change.”  

Launch inspires industry leadership 

At introductory sessions held at the Senior Living Leadership Summit, Dec. 6-8, Argentum leaders and the THRUUE team made it clear that the visioning process is an opportunity, not a reaction. THRUUE led brain-storming sessions and private meetings with Argentum’s voluntary leadership as well as industry operators and suppliers in attendance at the summit, gleaning invaluable insight into long-term challenges and opportunities facing senior living and establishing a basis for the visioning process which will continue over the coming months.   

“We are excited to have the talented staff at THRUUE guide us through the strategic planning process,” Balda said. “Their expertise allows our organization and leaders to think in new ways and incorporate diverse perspectives as we develop a bold and inspiring vision for our industry.” 

“THRUUE is honored to serve Argentum as it reimagines its next chapter of impact and growth,” said Jame Cofran, CEO, THRUUE Inc. “THRUUE’s work to align strategy and culture is especially critical now, as member organizations must make strategic decisions to find new ways to thrive among a competitive and rapidly changing marketplace.” 

About THRUUE Inc.
THRUUE is an expert strategy and culture consultancy that helps leaders set strategy and align their culture to the strategy so that their organization, and all the people in it, can grow and thrive. Founded in 2012, THRUUE serves clients in commercial, nonprofit, and government sectors. THRUUE’s work is rooted in a fundamental belief that strategy and culture are inextricably intertwined. We believe the best strategy won’t achieve its full potential without a culture that encourages, recognizes, and rewards the organizational behaviors required to drive it. Likewise, the most engaged and dynamic organizational cultures will quickly become rudderless without clarity on a future vision—and a path to get there. Our method helps individuals and organizations to think, speak, and act differently for better results. For more information: 

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