The Cost of Not Deciding

Ever had one of those moments where you stare at a restaurant menu for way too long, overwhelmed by all the choices? You finally just order the same thing you always do because it’s easier than making a decision. We’ve all been there. But when it comes to running a credit union, playing it safe and avoiding tough decisions isn’t just about missing out on a new meal—it’s about missing out on growth, success, and sometimes even survival. Right now, we’re seeing a lot of credit unions sitting on the fence. They know they need to make big moves—whether it’s investing in technology, shifting their marketing strategy, or making bold leadership decisions—but they hesitate. And I get it. Change is hard, the unknown is scary, and there’s always that little voice saying, “What if this doesn’t work?” But here’s the thing: Not making a decision is still a decision. And it comes at a cost. The Price of IndecisionEvery time you push a tough choice down the road, you’re not just delaying an outcome—you’re letting opportunities slip away. Consider these statistics: The longer you wait, the higher the cost—whether it’s lost members, declining relevance, or a shrinking bottom line. Making the Tough CallsI’m not saying you should make hasty, reckless decisions. But I am saying that waiting indefinitely for the “perfect time” (spoiler: it doesn’t exist) will do more harm than good. The best leaders—the ones who guide their credit unions to long-term success—understand that growth requires bold moves. It means looking at the data, trusting your instincts, and making the hard calls even when it feels uncomfortable. So, what’s the tough decision you’ve been putting off? Maybe it’s time to finally commit to a strategic growth plan. Maybe it’s time to invest in a better digital experience. Maybe it’s time to shake things up with your brand. Whatever it is, take this as your sign to stop waiting and start moving. Because, ultimately, the cost of not deciding is always higher than the risk of making a move.

Why Your Why is Dangerous: The Trap of Stopping Too Soon

We buy into the concepts of Simon Sinek and Seth Godin, and even Brené Brown. And don’t get me wrong – I love all of them. They’re brilliant minds who have reshaped the way we think about branding, marketing, and storytelling. But here’s the problem: the idea of finding “your why” or identifying a “value proposition” can send people down a dangerous path if they are not careful. Yes, start with your why. But don’t end there. Too many credit unions stop there. People love Simon Sinek’s Start With Why, and for good reason. It’s foundational. Knowing your why gives your brand purpose. It establishes the north star for your mission, and it aligns your company with something deeper than just making money. But if you think that’s where the hard work of marketing ends, you’ve already lost. You can have a strong why and still have sucky marketing. Many credit unions take the first step of defining their why and then pat themselves on the back, thinking they’ve cracked the code. At best, they go one step further and tell themselves: Well, no s***! Of course they do. These are fundamentals, not differentiators. But if you stop here, you’re shooting yourself in the foot. What you end up with is a message so generic that it blends in with every other financial institution touting the same feel-good concepts. The Real Job of Marketing: Make It Interesting Here’s what gets people to act: Yes, your why is a compass for your credit union. It’s where you start, but it’s not the creative execution. You have to dig deeper to make something that sparks interest, grabs attention, and – most importantly – gets people to care. NOTE WELL:  Safe marketing is ignored marketing. So yes, find your why. Mold your product into what people actually want. And remember that marketing isn’t about just being authentic. It’s about being unforgettable. Don’t just start with why. Follow through with bold, compelling execution. As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

The characteristics of a successful credit union leader: is it you?

I recently read an article in The Daily Stoic that reinforced a point I make in every strategic planning session: “Whether you think you can or you think you can’t, you are right.” I begin every strategic planning session this way to set the tone for the day’s discussions. Saying, “Well, we can’t because…” is a sure way to remain stuck in mediocrity. On the other hand, saying, “This would be a challenge, but if we…” opens the door to different actions that lead to different results. In The Daily Stoic, Ryan Holiday shared these thoughts: “Consider this: if you convince yourself that inadequate teachers are the reason you’re not as smart as others, you’ll struggle with learning throughout your life. While your teachers may indeed have been subpar, the limiting story you’ve chosen to believe is the real obstacle. Someone who reframes the same experience differently—’I rose above my underperforming schools through my hunger for learning’ or ‘My street smarts compensate for gaps in my formal education’—will achieve far more in life.” Holiday’s words echo a more modern version of what Epictetus once shared: “Sickness is an impediment to the body but not to the will unless the will wants to be impeded. Lameness is an impediment to the leg, but not to the will. If you tell yourself this every time, you will find the impediment is to something else but not to yourself.” It’s important to remember that Epictetus spoke these exact words while enduring a crippled leg, an injury he sustained during his time as a slave. Now, I challenge you to look at the obstacles facing you as a credit union leader today: Recently, we spent an afternoon with a credit union CEO facing a new and complex challenge. Previously reliable members were falling behind on loan payments, and overdrafts were piling up due to online gambling, pornography, and shopping addictions. “These were members who had challenges, but we could always help. Now, their poor choices are snowballing, and I’m not sure how we can support them through this.” It would have been easy to write them off and shift the credit union’s lending strategy. Instead, we brainstormed ways to reach these members, educate them, and even introduced bold ideas to help them think twice before clicking on those sites or “buy now, pay later” links. What challenge is holding your credit union back right now? Will you let that challenge define your strategy, or will you get creative and shape your own success? If you’re feeling stuck, we can help. For almost 20 years, we’ve helped credit unions gain perspective on the challenges that keep them stuck and find creative marketing strategies to break through and grow. We can help you too.

Your Credit Union Deserves a Website That Works as Hard as You Do!

Your credit union website is more than just a digital brochure—it’s your front door. If it’s slow, outdated, or frustrating to use, potential members won’t wait around. They’ll leave. In 2025, an outdated website isn’t just a minor inconvenience—it’s a major risk. Here’s why now is the time to refresh, rebuild, or optimize your website. 🚀 1. Member Expectations Have Changed Modern consumers expect speed, simplicity, and convenience when they visit your website. If they can order groceries, book a vacation, and apply for a mortgage from their phone, why should banking be any different? ❌ Signs Your Credit Union Website is Falling Behind: ✅ How to Fix It: Research from Google shows that 70% of consumers say website speed impacts their willingness to do business with a company. A laggy, clunky site costs you potential members. 📱 2. Mobile Optimization Is No Longer Optional 60%+ of online banking traffic comes from mobile devices. If your website isn’t mobile-friendly, you’re pushing members away. ❌ If Your Site Isn’t Mobile-Optimized, Members Experience: ✅ How to Fix It: Read Google’s Mobile SEO Best Practices to ensure your credit union’s website is optimized for mobile users. 🏛 3. ADA Compliance: Avoid Lawsuits & Improve Accessibility ADA compliance isn’t just about avoiding legal trouble—it’s about making banking accessible to everyone. ❌ Common ADA Issues on Credit Union Websites: ✅ How to Fix It: 🔒 4. Cybersecurity Threats Are RisingCybercriminals love outdated websites. If your credit union’s site hasn’t been updated in years, it may have vulnerabilities that hackers can exploit. Phishing attacks, data breaches, and malware can lead to lost member trust and financial damage. The Federal Trade Commission (FTC) on Cybersecurity for Small Businesses provides guidance on securing financial websites. The FBI’s Internet Crime Report reveals alarming trends in cyber threats targeting financial institutions. ❌ Security Risks of an Outdated Website: ✅ How to Fix It: 🎯 5. Better Websites Rank Higher on Google (SEO Matters!) If your website isn’t optimized for search engines, you’re invisible to potential members. ❌ SEO Mistakes That Kill Your Google Rankings: ✅ How to Fix It: Add fresh, high-quality content (blogs, financial resources) 🌟 6. A Modern Website = More Membership Growth First impressions matter. If a potential member visits your site and it looks outdated, they’ll assume your credit union isn’t keeping up with the times. ❌ An Outdated Website Sends the Wrong Message: ✅ How to Fix It: Time to Take ActionIf your credit union’s website hasn’t been updated in the last three years, it’s time for a refresh. Investing in a modern, secure, and user-friendly website isn’t just about aesthetics—it’s about meeting member expectations, staying competitive, and ensuring long-term success. Need help? Your Marketing Co. specializes in credit union website design and optimization. Let’s build a digital experience that attracts, retains, and delights your next generation of members. ⬇️⬇️⬇️Ready for a website audit? Let’s chat!⬇️⬇️⬇️