The American Chemistry Council, the nation’s oldest manufacturing trade association, was faced with the challenge of remodeling the organization from being too internally focused into an agile service and advocacy organization that would meet the needs of the changing industry. It implemented CMA 2000, an association-driven reorganization, which was a bold multi-phase initiative designed to improve the association's business process effectiveness. The result was a newly-designed lateral organization which focused its resources on achieving specific externally-oriented goals.