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, 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

Air Travel, Leading and Stress: What do these have in common?

Stress is part of our lives. Outside forces can cause us stress, and we can also bring on stress for others and ourselves. Air travel is a source of stress; that’s what makes it a good metaphor for stress management behaviors. Many people find air travel very stressful. The stress surrounding air travel is not…

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So You Want to Be a Leader; a 3 Step Primer

So, let’s define leadership. Leadership IS NOT about title, rank, direct reports or hierarchal power. Leadership IS about creating change. A person that is not creating change is maybe a satisfactory task and people manager but not a leader. Being a leader requires the individual to have the courage to take risks, use her/his voice…

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Don’t Leave your Data to Amateurs

Financial institutions own amazing amounts of data that can provide valuable insights. How many FIs are taking advantage of this data for their strategic planning, decision-making or marketing? Data utilization is not just about mining for shiny objects; it’s also about collecting, aggregating, cleansing, reporting, visualizing and creating “I think” to “I know” because the…

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Three Must Haves in your Strategic Plan

As you move into our strategic  planning and budgeting cycles there are three must-haves when crafting a successful future for your credit union: A Plan for Transformation – Strategic Plans should be designed to transform the organization. If the culture is, “If it ain’t broke don’t fix it,” then don’t waste your time and money…

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3X3 Essentials for Business Development

Business Development success is essential regardless of your credit union’s field of membership. BD success requires a focus on three critical measures: growing members, assets, and balances; the first 3 of the 3X3. Generating sustainable growth of members and assets is the key to a credit union’s survival. Even if one of your credit union’s…

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Are You Running To, From, For or Against?

We’re all running 1000 miles an hour, but are we running the right direction for the right reason? Running to – this is goal driven running. It is having a valid endpoint and a commitment to get there. If you are training for a half marathon, your goal is distinct and specific. “I am going…

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Leadership Doesn’t Mean You Have a Horse

A leader – there he is, in the middle of the park, sitting on a horse with a pigeon perched on his hat. Too often when we picture a leader, this is the image we see. But, what should we see? A leader probably doesn’t have a horse. A leader isn’t bronze in color. A…

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Rich 4.0; The Reinvention of Self

Career change is about re-invention of self…

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