A Letter from SPA President - Dr. Craig Starbuck
Dear SPA Community,
It is an honor to serve as your 2025 SPA President. As I step into this role, I want to share my vision for amplifying the global impact of our discipline.
Long before I discovered People Analytics, I recognized the importance of meaningful work. When people have a sense of purpose, it benefits the individual, their organization, and even the broader community. The desire to have impact at each of these levels was the impetus behind my entry into People Analytics, and it remains my primary motivation today. It may sound cliché, but I truly believe that People Analytics is a force for good that can change the world.
A Personal Vision for People Analytics
What would the world look like if every organization had access to People Analytics? This is a question I think about often, and one which drives me as I step into this new role.
Over the past decade, I’ve had the privilege of building and leading People Analytics teams at seven organizations in addition to cofounding a SaaS company specializing in employee listening. These experiences have been some of the great joys of my life. I’ve seen firsthand how data — when used ethically and intentionally — can surface subtle barriers to success and drive meaningful change.
Yet, many small and mid-size organizations remain unaware of the potential of People Analytics or lack the resources to access it. This is where I see massive opportunity: expanding access to People Analytics so that all organizations, regardless of size and budget, can make data-informed decisions that empower their people and unlock their full potential.
“As SPA President, my vision is to empower our members with the resources, connections, and tools they need to help people and organizations thrive.”
A Call to Action for Our Community
Most of us entered this field to make work better for people. Perhaps it was an ineffective manager, a toxic culture, or poor person-job fit that inspired us. Whatever the reason, our community’s spirit of collaboration strengthens us all. As SPA President, my vision is to empower our members with the resources, connections, and tools they need to help people and organizations thrive.
While rapid advancements in AI and technology may dominate the headlines, I encourage us to also focus on enduring priorities. In a recent interview, Jeff Bezos shared that while many ask what will change over the next decade, few consider what will not change. I’m confident that hiring the best talent, optimizing engagement, collaboration, innovation and productivity, and retaining top performers will continue to be important for organizations’ success — and these are priorities People Analytics will continue to be uniquely positioned to support.
Click here to join the community
<->
Click here to join the community <->
Looking Ahead
Let’s prepare for both the changes ahead and the enduring priorities for people and organizations. I invite you to share your ideas, experiences, and aspirations for SPA. Together, we can shape the future of People Analytics and ensure its impact is felt around the globe.
I have unwavering confidence in the exceptional team we’ve assembled and in the power of this community to make a lasting difference. Let’s make 2025 a landmark year for People Analytics.
Sincerely,
Craig Starbuck, PhD
