Coming to grips with the way the world works

Abstract

Extension finds itself in a cultural phenomenon known as disruptive change. Clientele increasingly access products and services digitally and in real time. This digital revolution challenges historical methods that have served Extension for over 100 years. Extension's response going forward may stem or even reverse current organizational decline. The Joint Council of Extension Professionals responded to member feedback in 2017 by hosting a virtual town hall meeting (VTHM), initiating a national conversation on innovation and change. The VTHM produced provocative discussions regarding the potential use of digital tools to increase Extension's relevance and value. In this commentary, we reflect on the implications of those discussions.