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

Tough Conversations of Leadership

Leadership requires mutual trust but also the courage to talk the truth. I am surprised when I learn a “leader” is hesitant to have tough conversations about attitude or performance. It is even more shocking when I discover they keep performance files on direct reports discussed at annual or semi-annual performance reviews. Employees have expectations…

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Trigger Points = Leadership Fails

Trigger points are those moments when our brain turns off, and our actions and reactions become “instinctive.” You know them, and you have them. Something happens that “sets you off.” It is a response that comes from deep inside, and it happens without you even thinking about what is happening. It is very visceral. Your…

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Career Change is about the Reinvention of Self

Career change is about re-invention of self…

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Great Endings yield Great Beginnings

Change is in my DNA. We don’t need to face change; we also need to embrace change. If you feel your credit union or CUSO needs to look at change differently and would like the steps to implement change,  my core competencies include the following:Digital transformation – building a digital strategy, the tactics, the organizational…

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Are You Running To, From, For or Against?

We’re all running 1000 miles an hour, but are we running in 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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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 prosperous 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 doing…

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What’s Up With Bank Websites? 7 Things to Fix What’s Broken

Bank websites look at them. They are ugly. They look like someone puked products and offers all over your iPad. They require the user to scroll endlessly. They have complex navigation points and menus, menus, and more menus. To research, find and buy requires many clicks. All of this is friction. Why can’t banks get…

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Leadership Begins and Ends with Honesty

When you look back at past bosses you respected, bosses that were okay and bosses, how can I say it, needing a significant reboot, what made them different? I liked a boss that was honest with me. It seemed they knew when I messed up, it was unintentional. That doesn’t mean they overlooked my failures,…

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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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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.