It can be an intimidating word. Even uttering it causes different reactions in people: from paralysis to PowerPoint. No matter what the dictionary says, it’s also a word we all seem to understand differently. Some can boil it down to one word — win, grow or even exit. Others need a book to explain it, and it seems like there is a new one every week.

This edition of CAR WASH Magazine is focused on strategy, but we’re intentionally not giving you a simple template to follow. Instead of focusing on the definition, we’re sharing thinking from leaders in the field. Chuck Bamford, a professor at Notre Dame who was featured at our CEO Supplier Summit last year, shares his unique academic and business consulting perspective on this topic. We’re also providing you with stories of how car wash professionals think about strategy and how their thinking evolved. Somewhere in their stories, I hope you find a new perspective that informs your understanding and use of strategy. I know I did.

I encourage you to take a close look at our profile on the Netherlands car wash market. Thanks to our Dutch members and friends, we’re able to share what’s happening in one of the world’s most innovative car wash environments. From car wash design to the customer experience, this market is full of new ideas.

This issue also features International Carwash Association’s annual report. Thanks to your support, we realized double-digit gains in membership and WaterSavers^® participation. It was also a year of new products, from this magazine to our new public relations work. Take a look at where your membership dollars are going and the returns we are achieving for the industry.

Finally, this issue is arriving just before the start of the world’s largest car wash convention and trade show, The Car Wash Show™ 2012. Every ICA member receives two complimentary trade show passes with their membership, as well as special pricing on an outstanding educational lineup. It’s not easy to get away from your business, but this event is your best opportunity for gaining new ideas, developing new networks and seeing new products. We’re also going to have some fun with a new reception on the trade show floor and keynote from NFL Hall of Famer Mike Ditka.

Enjoy this issue, and I hope to see you in Las Vegas.