Skip to content

Transformation

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.

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.

rich-jones

Recent Posts

Grow Deposits and Liquidity, Three Strategies

“The times, they are a changin’.” This famous refrain from Bob Dylan’s song (https://www.youtube.com/watch?v=e7qQ6_RV4VQ) is as real today as it was in the early 60s, especially when we look at deposit needs for financial institutions. In 2008, FIs had to shrink deposits as a tactic to keep their expense ratio in line with the regulators.…

Read More

Preparing your Credit Union for Disruption video

Read More

Seeking Call Center Excellence?

Call centers are driven by data and key performance measures. Setting those KPMs is both the challenge and the opportunity. One measure I frequently find for call centers is abandon rates. The averages I typically see are 5-8%. But, be careful of measuring yourself against peers on this measure because if you are just a…

Read More

Words Matter in Leadership

“Words Matter,” I did not create this phrase.  The first time I heard it was from a great CEO I worked for, Gerry Agnes, at Elevations Credit Union. He used this short statement often.  However, these two words take on a lot of nuanced meanings. When used in grammar and spelling, words say a lot…

Read More

Is your job spiraling into (un)planned obsolescence?

Will robotics, machine learning, and artificial intelligence, the buzzwords of this decade, disrupt your job? Here are the types of situations that are at risk: Tasks that are simple and repetitious Functions that take require decisions that can easily be taught to another Jobs that involve data entry from disparate sources Tasks that provide reactive…

Read More

5 Reasons to Define Leadership

Leadership is too often leadership is seen as the job of the chosen few as dictated by the org chart. Let’s move past this arcane concept and change our paradigm. Leadership isn’t for the few; leadership is for the masses. Here is why I know this to be true: Marine Corps boot camp taught me…

Read More

How to Create a High Performing Team

The largest expense line on the income statement is compensation and benefits. This expense must be maximized and leveraged. To accomplish getting the most from your comp and benefit’s expenses starts with performance management. Unfortunately, performance management has become an annual or semi-annual exercise in futility for too many organizations. When performance management becomes a…

Read More

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

First, 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 good at tasks and people management but not a leader. Being a leader requires the individual to have the courage to take risks, use her/his voice…

Read More

Alliances

idiz-thumb-2

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.

knowltonlogo3

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.

petetheplanner-thumb

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.

Scroll To Top