From May through November 2008, UEA members, UniServ and UEA staff, local education association leaders, and the UEA Board of Directors were interviewed and/or completed written and online surveys in which they were asked to share their vision for the Association, identify UEA strengths and weaknesses, and weigh in on which products and services should be added, maintained, or adjusted. After the initial data was examined, UEA Executive Director Mark Mickelsen presented a vision for the Association – a vision involving five specific Transformation goals.