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.

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Recent Posts

Integrations Standard – The Time Has Come

Fifty-four third party integrations to core; what does this number mean? This number represents: 54 separate IT projects that include hours upon hours of IT resources 54 separate contacts for professional services and the related costs 54 different technologies that may have to be updated or tested with every core or system update 54 times…

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4 Steps to Protecting your Company’s Brand – Values

CEO resigns after VW found cheating on their emission promise. CEO convicted for selling food that the company knew was unsafe. CEO of a major auto manufacturer is in a media firestorm because her company did not disclose or order a recall for a known ignition switch problem. These are just three of the BIG…

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$MM Wasted on IT Integrations!!!

Its no secret, credit unions are spending millions of dollars every year integrating technologies. These integrations happen vendor to core and vendor to vendor. It seems an unavoidable cost of doing business. But is it? The CUNA Technology Council launched a cooperative initiative with council members and credit union vendors to solve this expensive problem.…

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CMOs Need to Measure and Analyze the Data!

The CMO is faced with a constant challenge to prove the value of their marketing efforts. The channels we use continue to grow, the technology continues to innovate and the consumer expects more personalization and customization of offers than ever before. To be successful, CMOs must collect, segment, analyze and visualize the data to be…

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Leadership and Changing the World – 10 people at a time…

My wife shared this speech that was shared with her at a recent meeting of fellow philanthropists. It is worth the read! Adm. McRaven Urges Graduates to Find Courage to Change the World May 16, 2014 The following are the remarks by Naval Adm. William H. McRaven, ninth commander of U.S. Special Operations Command, at…

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8 Things the Chief Lending Officer Needs to be Successful

Lending is the primary revenue generator in a credit union. To be expert at generating this revenue, lenders have the following needs and more: A loan origination system that works seamlessly for the member Easy handoffs throughout the lending process to underwriters, processors and funders Ability to monitor and act on delinquencies Ability to monitor…

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System Integrations the COO will Love

COOs are continually seeking these four things: Improved member service Improved processes Improved efficiency Engaged staff To accomplish these goals they require new software, tools, applications, employee interfaces and a continual stream of real-time member information and channel reporting. These tools and applications typically require integration into core or vendor to vendor. Here is what…

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Leadership Stories we Tell Ourselves and Teach Others

Often we’ve written a script in our heads that may or may not be true. But this script can be limiting us from attaining our full potential. In this linked post (Is Your “Story” Holding You Back? Six Ways to Rewrite It—and Supercharge Your Power by Nancy D. O’Reilly, PsyD) we discover ways our stories are…

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Alliances

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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.

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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.

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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.

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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.