The Red Deer and District Chamber of Commerce's new CEO is looking to shake up the organization and turn it into a "thought leader."
"I want to challenge people and force them to be uncomfortable so they think a little bit more creatively than they have in the past," said Robin Bobocel.
"I want to talk to as many members in the community as I possibly can to get their input on ways we can improve the business environment. Whether that's through the way the chamber does things or what we can do on behalf of businesses to incent them to do things differently."
Bobocel said the chamber board has tasked him with growing its membership, and finding younger members. As well, he wants to reach out to surrounding communities outside Red Deer.
He wants to act as the voice of businesses.
"Small businesses in particular, are so busy running their business, they don't have time to complain or advocate on their own behalf," he said.
"They're trying to make payroll. That's a role the chamber can play on their behalf - represent their challenges and frustrations to decision makers."