Our Purpose:

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, 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

Five Strategic Questions for the Board and Senior Management

It’s a strange time for credit unions. Credit unions face unprecedented pressures from regulators and examiners and capital pressures for net interest margins and fee income. Often they don’t benefit from “economies of scale” or the resources, people, and capital, to invest in the infrastructure demands of vendor due diligence, regulatory compliance, or technology demands…

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Don’t Leave your Data to Amateurs

Financial institutions own tremendous 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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A White Man’s Journey to Becoming an Ally

Ally (n) – one that is associated with another as a helper; (v) – to unite or form a connection between; to enter into an alliance. For background purposes, let me share my beginning point for this important journey.   I was raised in a typical, white, middle-class, suburban neighborhood by a traditional family. We went…

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Leadership Doesn’t Mean You Have a Horse

There he is, a leader 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 leader…

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Moving From Incremental to Transformational Growth

Too often, I see organizations that keep getting in their way. They celebrate mediocre performance, average results, and incremental growth. Occasionally I find an organization that is satisfied in just cruising slowly into obsolescence, unwilling to admit what is happening to the company. Today’s competitive, fast-paced business climate does not tolerate mediocracy for long. Companies…

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Is your Credit Union’s Org Chart Strategically Aligned?

Is your credit union organized for today’s consumers? Unfortunately, credit unions are often “stuck” in an organization chart that reflects the business of the past, not the company of the future. But what needs to change? Too often, the credit union’s org structure is aligned historically based on legacy roles and job descriptions. The problem…

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Future of Branches? Look at the Data

What is the future of the credit union branch? This is the topic of ongoing strategic debates. Most of these debates are fraught with emotion. Some of these debates pivot around pride in having a display of a brand presence. Many of these debates are driven by a lack of wanting to see the reality…

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5 Steps to Making your Culture Real

We’ve all heard the nightmare stories of a business’s reputation being damaged by significant cultural attributes failures. Maybe the failure is with their values. Significant companies have faced huge fines, and executives have gone to jail for not living up to their published values. These companies include Wells Fargo, Volkswagen, General Motors, Purdue Pharmaceuticals, and…

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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.


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.