Transformation

A transformational strategic planning agency for credit unions and community banks. We specialize in organizational strategic planning, digital strategic planning, and implementation, data strategic planning and implementation, cultural alignment, branding, and leadership development.

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 union or community bank to not only see what the end looks like but to have a roadmap to deliver on that vision in a defined future. Planning in all areas of the organization should result in transformation and differentiation in the chosen market and business sector.

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.

rich-jones

Recent Posts

Ready for a Career Change – Start with your Brand Image

Often, when you are at a career intersection, whether it is the result of a decision to seek another job, a layoff, or a desire to start a new career, we must first ask, what does your brand say about you today? A personal brand audit is an excellent way to start as you reinvent…

Read More

Drifting Into the Sunset = Credit Union Risk

Many of us have seen this from afar; some of us from close at hand. The CEO is getting close to retirement and has set a course for the organization of just “drifting off into the sunset.” This syndrome happens when the strategic leader and driver of the credit union has decided to retire but…

Read More

3 Steps to Leadership Transition

There are several triggers why you may want to transition to a new leadership style. One trigger might be the organizational needs have evolved, and a new leadership style is required to move the organization or team to the next level. Maybe you have learned some skills to become a better leader but need to…

Read More

Change Leadership in 8 Steps

All teams have three participants: change agents, change neutrals, and change resistors. The key to leading change is empowering the change agents, influencing the change equivocators and helping t… Source: Change Leadership in 8 Steps

Read More

Three Things Every Leader Must Know

Leadership is not for sissies. Leadership is not about you. Leadership has a price. Let’s diagnose each of these requirements. Leadership is not for sissies – To be an authentic leader takes courage. This courage is realized in many ways. Sometimes it is the courage to do what you don’t want to do, to do…

Read More

Work-Life Balance is a Myth

Wouldn’t it be nice if our lives were compartmentalized into neat little boxes? This box is for work, this box is for play, this box is for friends, this box is for family – you get the point. But life doesn’t work this way. Life is a giant mash-up of all of these parts, and…

Read More

Leadership: Don’t leave it to Amateurs

If you were to describe your leadership style, what would you say? If you were to define the leadership style of your credit union what adjectives would you use? Like it or not, we all have a leadership style and if your credit union has not defined their preferred leadership style you have many varieties…

Read More

A Career is a "Hero's Journey"…

We enter the business world with the expectation that we are starting up a trajectory that will always climb to the next promotion, a continual progression in responsibility and authority. This is a myth. Rarely is a career path a continual climb up the ladder. A career path is a “hero’s journey”, one beset with…

Read More

Alliances

idiz-thumb-2

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.

knowltonlogo3

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.

pilothsa-thumb

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.

petetheplanner-thumb

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.