Transformation

How can a credit union or a community bank grow without a roadmap? It all begins with planning to set a vision and key milestones to get there.

Leading2Leadership has the expertise and experience to develop that roadmap to grow your brand today, and more importantly, for tomorrow.

Expertise

At Leading2Leadership, we not only share our expertise and best practices for the following subjects, we also develop the implementation plans and set key milestones for execution. This allows the credit unions and community banks to:

• See what the end looks like
• Have a roadmap to deliver on that vision

 

Strategic planning should result in transformation and differentiation.

Strategic Planning

For credit unions and community banks seeking transformation and differentiation.

Sales & Marketing Strategy

Designing a sales/marketing plan that meets the financial institution’s KPIs, digital, conventional and branding.

Digital Transformation

Building a digital strategy that prepares the credit union or community bank to compete in the digital economy: branch, culture, operations, lending and risk tolerance.

Data Strategy

Designing a plan for aggregating and mining the wealth of data sources in the credit union or community bank so data can be used for strategic decisions and marketing efficiencies.

Cultural Transformation

A branded culture can differentiate the financial organization in a way that cannot be easily replicated. This is a process to help a financial institution fully understand their brand and leverage it to transform their service level, culture, and staff, at all levels.

Organizational Strategic Planning

Create a future of possibilities and differentiation for your credit union or community bank. These facilitated conversations will establish a clear direction for identifying your Mission, Purpose, and Promise and navigating the organization to your Vision of the future. We will identify what the “end” looks like, how it will be measured and set clear milestones along the way to monitor progress.

Business Development Strategy

Reinventing credit union business development to partner with employer groups of scale (100 or more employees).

Who We Are

Rich Jones

Proven Strategist and Leadership Coach

A published author and engaging speaker, Rich Jones is President/CEO/Principal for Leading2Leadership LLC. Prior to starting his own strategic planning agency, he was Senior Vice President of Sales, Marketing and Business Development with $1B Elements Financial FCU (previously known as Eli Lilly Federal Credit Union.) With more than three decades of leadership experience that included building entrepreneurial enterprises, he brings innovative thought and practices to credit unions, community banks and non-profit enterprises across the country.

A strategic leader, Rich has orchestrated transformational change in credit unions and community banks while working with senior management and boards or directors. He has also implemented strategies that allow marketing, business development, branding, and data management to have a significant impact on to key ratios and the balance sheet. In addition, he has led organizations into the science and art of using member data and market intelligence to design and deploy products, services and marketing messages that support sales efforts.

Characterized as a value driven entrepreneur, he is cautiously optimist while possessing a contagious sense of humor. He expertly delivers complex ideas and financial education in an engaging and humorous manner. A Marine and graduate of Colorado State University, Jones has been a frequent speaker and presenter at regional, national and international conferences in the banking and credit union sectors.

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Recent Posts

Creating a Digital Culture in Five Steps

Mobile utilization is now the preferred method for consumers to manage their money and make deposits, transfers, and payments. Too often, credit union staff is not keeping pace with member adoption of the digital channels. What can a credit union do to prepare their team to support their member’s digital needs? Nurture a digital culture…

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Behavior is your Brand

Branding is often seen through the wrong lens. It is often seen as a combination of your logo, promise, voice, font, and color palette. But to leave it there is an injustice to what brand really is. The brand is behavior. The behaviors your members/customers experience when they engage your employees, products, and services. Think…

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Strategic Planning is the Easy Part

Working with organizations across the country, I see a familiar miss-step in their strategic planning process. The process I’ve observed is as follows: Once a year a strategic planning event is scheduled with the Board and a few key executives The event starts with a “state of the industry today” presentation, typically by a consultant.…

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Leadership – “Its Lonely at the Top”

This saying strikes a chord and gets especially real when we are fond of the people you lead. It is difficult to keep business and friendship separated, and when we fail, the consequences are painful for all parties involved. So, how do you create a work environment that leverages the power of people who enjoy…

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Career Setback or “The Sky Is Falling”

If it hasn’t happened yet, it will. Suddenly, seemingly out of the blue, you get; pick one: Demoted, laid off, fired, passed over, or criticized for your execution of a project. What happens next will determine your future for a long, long time. When a career setback happens, it will most likely be very emotional.…

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Pay for Performance and Reputation Risk

An increasing trend in the financial services sector is “pay for performance.” This practice shows up in several formats: Commission – rep is paid a percentage of balances acquired Incentive – rep is paid per closed referral Bonus – rep is paid based on goal performance over a set period (per month, quarter, bi-annually, annually)…

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Credit Union Culture in a #metoo World

#Metoo has created a new world of awareness and change in our society. After reading multiple posts from family, friends, and co-workers, I was shocked at how widespread gender and sexual harassment was in the workplace. When you see #metoo posts from your daughter and daughter-in-law, it saddens me to the core. Everyone needs to…

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Is your Credit Union’s Org Chart Strategically Aligned?

Is your credit union organized for today’s consumer? All too often credit unions are “stuck” in an organization chart that reflects the business of the past not the company of the future. But what needs to change? The Past had some or all of the following strategic leaders Chief Executive Officer, Chief Financial Officer, Chief…

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Alliances

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iDiz Incorporated

iDiz is a strategic marketing firm that helps credit unions and companies grow market share through authentic branding, creative marketing campaigns, and mobile-friendly web sites. We help you turn marketing into a growth engine that builds better, stronger brands.

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Brewster Knowlton

An established expert in SQL, data aggregation, analysis, segmentation, warehousing and file appending, Brewster will bring the skills to the table to fully implement your Data Strategy.

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PilotHSA

Having established a best of breed H.S.A. platform, PilotHSA helps deploy a technology solution that will bring added value to your H.S.As offering for H.S.A. account holders and for the Human Resources Administration of those accounts.

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Pete the Planner

Peter Dunn a.k.a. Pete the Planner® is an award-winning comedian and an award-winning financial mind. He’s the author of ten books, six of which were featured in a nationwide launch at Barnes & Nobles stores in January of 2015.