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.
Recent Posts
Marketing Must Know These Key Ratios
The primary Business Model for credit unions is very simple. It is Money in Money out. Credit unions buy Money ( deposits) from members (Cost of Funds) and then loans out those deposits to Members (Interest Income) at a higher interest rate (Margin). Of course, there are multitudes of nuance to this model, that’s why…
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Strategic Planning
“Strategic Planning has two purposes, to create transformation and differentiation.
Anything less than that is a waste of resources and time.”
Make a Difference Today!
Redirect of Focus
Leading2Leadership.com is broadening its focus. Thoughtful posts on Leadership will still be present but I will also be publishing thoughtful posts on Marketing, Business Development, Big Data and Digital Strategies for credit unions and community banks. I hope you enjoy this expanded focus
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Cultural Branding
“Successfully branding the culture will differentiate your organization
in a way that cannot be easily replicated by the competition.”
Seek Options Today!
6 Steps to Transforming Your Credit Union for the Digital Economy
The digital economy is a new world order where consumer behaviors and buying decisions are being directed by their digital profiles and personas. The digital economy will direct them to products and services, special offers, activities, and events based upon recommended by these profiles and personas. It’s not a matter of if or even when,…
Read More3 Steps to Team Alignment
How often have you worked with a team that isn’t on the same page? This familiar work situation of being misaligned is not the team’s fault but the responsibility of the leader/manager. What Elements are required for Team Alignment? 1. Purpose 2. Culture 3. Values When any of these three elements are out of alignment,…
Read MoreAlliances
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.
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.
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.