How To Avoid Becoming One Of Credit Unions’ Rotten Tomatoes

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“Let’s also say that change is neither good nor bad. It simply is. It can be greeted with terror or joy: a tantrum that says, ‘I want it the way it was!’ or a dance that says, ‘Look! Something new.’”

Those were the words straight from Don Draper in an old Mad Men episode. As I reflect on conversations I have with credit union leaders, that quote rings so true. As a board chair of a credit union experiencing a lot of change, I remind myself of that quote when things get hairy or seem overwhelming.

This year I’ve opened almost every credit union strategic planning session with a few slides outlining the merger madness credit unions are experiencing right now, followed immediately by stats that show just how fast fintechs are growing and just how much we as credit unions are lagging behind. And not just behind in technology, but for the first time, we’re lagging behind banks in service!

I can easily divide credit union leaders into the haves and the have-nots. Those credit unions that are green and growing greet change with the dance that says, “Look! Something new!” The credit unions I see that are overly ripe and rotting greet change with a tantrum screaming, “I want it the way it was!” Do you greet change with joy or terror?

I’m very often asked, “What is the secret to your credit union clients that are successful?” It’s really simple. Their success boils down to how they deal with change. You can choose to see the events of life, personal and professional, as neither good nor bad, just reality. That’s part one. The second part is the most important: It’s making these events good. It’s seeing it not just as change that must be dealt with, but as a brand-new opportunity. 

I usually can immediately tell if a credit union leader is at the helm of a growing credit union or a rotting credit union by their response. If they dig in with more curiosity, wanting to more about this change thing, they’ll do well. If they dig in with their heels and say, ‘That’s hogwash,’ I’m always tempted to send them merger documents to help them avoid the slow, painful death of their credit union.

As you reflect on the last nine months, how have you dealt with change at your credit union? As you reflect on your strategic plans for the next year, how are you going to deal with change? Will, you choose joy or terror? Remember the words from that famous philosopher popular in the late ’90s, Sheryl Crow: “A change, would do you good.”

When you’re ready to talk change, I’m here.

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Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche


Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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