About Us

Rich Jones Bio Photo

Rich Jones

Proven Strategist and Leadership Coach 

Rich Jones is a published author and engaging speaker, President/CEO/Principal for Leading2Leadership LLC. Before starting his 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 building entrepreneurial enterprises, he brings innovative thought and practices to credit unions, community banks, and non-profit enterprises across the country.

Rich has orchestrated transformational change in credit unions and community banks while working with senior management and boards of directors. He has also implemented strategies allowing marketing, business development, branding, and data management to impact key ratios and the balance sheet significantly. 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 optimistic while possessing an infectious sense of humor. He expertly delivers complex ideas engagingly and humorously. A Marine and graduate of Colorado State University, Jones has been a frequent speaker and presenter at national, regional, and statewide conferences and meetings.

Our Purpose: Transformation

We Inspire organizations and their leaders to be better servants for their members, employees, and communities.

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.


At Leading2Leadership, we not only share our expertise and best practices for the following subjects but also develop implementation plans and set critical milestones for strategic execution. This process 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

Leading2Leadership's strategic planning is designed specifically for credit unions, community banks, and nonprofit organizations seeking transformation and differentiation.

Sales & Marketing Strategy

L2L designs sales/marketing plans that meet the organization's KPIs and digital and conventional delivery models and align with the organization's Mission and Values.

Digital Transformation

Using our process, we will build a digital strategy that prepares the organization to compete in the digital economy: branch, culture, operations, lending, and risk tolerance.

Data Strategy

We design a plan for aggregating and mining the wealth of data sources in the credit union or community bank to use data for strategic decisions and marketing efficiencies.

Cultural Transformation

A branded culture can differentiate the financial organization in a way that is difficult to replicate. Cultural Transformation will help organizations fully understand their brand and leverage the brand attributes to transform their service level, culture, and staff.

Organizational Strategic Planning

Create a future of possibilities and differentiation for your organization. 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 the "end" and how it will be measured and set clear milestones to monitor progress.

Business Development Strategy

L2L will reinvent your business development strategy to partner with employer groups of scale (500 or more employees).

Need help?

If you seek to align your culture to your mission, purpose, promise, and values, contact Rich at 720.256.4936 or Rich@leading2leadership.com.