Curtis Riskey, President, CBA

All of us have experienced conversations that change us. In our personal or work life, there are those “talks” that effect what we’re doing, where we’re going, even how we think about something. And while life is full of the unexpected, the conversations that create a paradigm shift are unquestionably the most extraordinary.

A paradigm shift is not just new information or a different way of thinking about something. A true paradigm shift (the term coined by the well-known physicist, philosopher, and historian Thomas Kuhn) actually refers to what happens when the usual way of thinking about or doing something is replaced by a new and different way. As followers of Jesus, we know personally the One who created the greatest paradigm shift of all time. Thinking and doing beyond what most expect or even understand is an intrinsic part of our faith in action. Jeremiah 33:3 tells us “Call to me and I will answer you and tell you great and unsearchable things you do not know.”


We’re trusting in a mighty God to direct and empower our steps as we walk boldly into this season of change—a time of building on our 68-year history of success, to become a conduit of change for our industry. We’re reaching beyond the limitations of what threatens our industry and developing strategic alliances to provide our members with more value than they’ve ever received from CBA. We’re developing customized tools and training materials, marketing pieces, and unique content to help revitalize our industry.

Big, audacious goals and projects that deliver unquestionable value are rooted in our unwavering commitment to our members and to the body of Christ. And, like each of you, we’re not in this alone.

Our strategic partner and Texas businessman Eddie Roush, a long-time friend to CBA, has developed strategic alliances with vendors and businessmen and women who are willing to put their money, creativity, and expertise into helping revitalize our industry. Roush explains it this way: “We’re developing value pieces so significant that every member, every store, and ultimately the consumer will see immediate change.”

What’s being developed isn’t a one-time offer or “spend more, get more” campaign. Roush says, “We’re creating value pieces for CBA members unlike anything that’s ever been done. Our strategic alliances are making available products, systems, and materials that most stores have never been able to afford—pieces that are needed to truly revitalize the industry.”

Over the next few months, I’ll be sharing more about the specifics of these pieces—some available to members as early as next month, with the full scope of value pieces rolling out at our UNITE convention in July.

The goal of these value pieces is that their impact be felt immediately. Value elements unique to every market and significant to every store’s bottom line: marketing materials, support tools, products, and systems that will truly help change our industry and increase traffic and sales. Roush describes it as a revival of sorts.

So while CBA is deep in convention preparation these days, our focus is value. And what’s in development is truly extraordinary. You won’t want to miss convention this year, so visit our website at These are exciting times to be part of CBA!