Author: Jeanine Lynch

Those of you who know me know I’ve never met a stranger, but this summer evening caused me to reflect on the power of community.

In our awards and personalization industry, community is foundational to our success. I experienced this firsthand during the COVID-19 pandemic, when our business, Southern Trophy, relied on professional circles, colleagues, and friends within the industry to survive a period of such uncertainty. 

Most valuable was our Awards and Personalization Association (APA) community. As many can attest, APA is more than just awards; it’s also personalization, which we have seen evolve significantly in the last decade. Because we are inclusive of various media within the industry, this strengthens the value of the APA community. We work better together—it’s that simple. Acknowledging this evolution helps all our businesses diversify and expand on what we can offer customers and each other.    

I am not alone in citing the value of the APA community as a support system in weathering tough times. In this very issue, Lisa Higginbotham of FiveStar Awards & Engraving speaks to the power of her community in overcoming unforeseen challenges and later success within her small business.

In my own curiosities about community and its influence, I came across a TEDx Talk by Howard Partridge, aptly titled “The Power of Community.” In his presentation, he explores how community can provide support, encouragement, and accountability because people care about each other—APA members care about each other. He shares how community can create innovation because relationships spark ideas. And community can build loyalty because people feel invested.

I recommend listening to this talk to expand your own understanding of APA’s community power.

Naturally, our upcoming International Personalization EXPO is an ideal time to immerse yourself in the APA community. Join thousands of industry professionals as we continue to strengthen our membership and the industry.

Please join me at the EXPO, which will run February 24–27, 2026, at the Horseshoe Las Vegas. Together, we will attend educational sessions, experience an expansive trade show, and witness our community’s evolution firsthand!

As I close out my year as president, I am thrilled to pass the role on to president-elect Justin Varn, Awards4U, who, alongside his father, Sam Varn, and family is an exemplary member and steward of community within APA.

Before I step away, I want to sincerely thank:

• My fellow leaders, Justin and the rest of the APA Board of Directors
• Our association staff: executive director Louise Ristau, senior operations manager Elizabeth Carney, education manager Alisha Coplin, marketing manager Angel Martinez, operations coordinator Greg Muenzer, manager of strategic event management Paige Rodenberg, and our sales team, Dave Pomeroy and Mercedes Lowell
• APA’s army of volunteers, from committee members to EXPO helpers
• Our members, whose investment in our community is truly a blessing

I cherish the relationships made throughout my APA journey. It has been my privilege to lead the association and build community with every one of you.

Wilson Brim

This concept resonated with me. People wear out, but rusting out is different. When you rust out, you stop putting in effort and you start to lose passion for your work. Innovative ideas and plans for growth wane. You can begin to feel isolated, which affects your relationships. (Relationships can rust too!)

That’s why it’s crucial for us to stay engaged and keep our shine. When it comes to the personalization industry and my career, I realized there are several ways that actively participating in APA helps me avoid rusting out.

1. Networking Opportunities
   APA connected me to a network of like-minded individuals who understand the unique challenges of running personalization businesses. My close connections through APA offer invaluable support, advice, and collaboration opportunities, and every new APA contact can spark new ideas, provide different perspectives, and open doors that can drive your business.
2. Learning and Development
   Long before I became your APA president, I earned my Certified Recognition Specialist (CRS) designation by taking 70 hours of approved seminars, primarily through APA. Through EXPO seminars, webinars, Insights articles, and other resources, APA connects you with experts so you stay updated on personalization industry trends and best practices. By participating in these educational opportunities, you can gain new skills and knowledge that keep your business competitive and your passion alive.
3. Shared Resources
   APA provides rust-busting resources and tools that can help you grow and innovate. Think of the Member Savings Program for discounts on business expenses, or the Member2Member Forum that lets you ask and learn from others the minute you need help.
4. Support System
   Having a community that understands the challenges of running a personalization business can be incredibly motivating. APA members can provide emotional support, encouragement, and a sense of belonging through good and challenging times. Being a business owner can be lonely, but connections with peers provide a supportive network.
5. Staying Curious and Open to Change
   One of the key takeaways from the Big Leap episode was the importance of staying curious and open to change. By being involved in APA, we encounter new ideas, experiences, and perspectives. The diverse experiences of our membership means that we can see how certain decisions—from markets to staffing, from technology to branding—could play out for us.

Keep your passion for personalization alive by turning to APA. Read Insights. Follow up with people you met at the amazing International Personalization Expo. Ask and answer questions from fellow members on the Member2Member Forum.

If you’re worried that the rust might have already started, maintain your shine and drive your business by tapping into your APA relationships.