You are what you can’t let go of

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Brown paper with a tear revealing WHY? in all caps

Ask any new client of YMC, and they’ll compare us to a four-year-old.

‘Why?’ is our favorite question to ask of new clients when we’re evaluating what they’ve been doing.

Often there’s a very good reason. But, more often than not, there’s a blank stare and the typical response of: “That’s just the way we’ve always done it.”

It reminds me of the old tale about a man who is watching his wife make pot roast for dinner. As he’s watching, his wife prepares the meat and then just before she puts it into the pot for roasting, she cuts off both ends of the meat. The husband has never noticed this before, so he asks, “Why do you cut off the ends of the meat before you put it in the roasting pan?” She thinks about it and replies, “Because that’s the way my mother did it.”

Still confused, he asks the logical question, “But why did she cut off the ends?” Now both the wife and husband are very curious as to why, so they call Mom and ask her about cutting off the ends prior to putting the roast into the pan. Her answer is, “Because that’s the way Nana did it.”

Realizing that they are not going to get any farther with Mom, they decide to go directly to the source, so they call Nana. “Nana,” the wife asks, “why is it that when you make pot roast, you cut off the ends of the meat before you put it in the roasting pan?”

Nana answers without hesitation, “Because that’s the only way it will fit in my pot.”

Perhaps you’ve seen these wise words printed on the side of a Starbucks cup at one time or another: “It’s difficult for people to get rid of junk. They get attached to things and let them define who they are. If there’s one thing I’ve learned in this business, it’s that you are what you can’t let go of.”

As summer approaches, review your 2021 marketing plan and start asking, “Why is this included in the marketing plan?” Is there a good reason, or does your answer sound something like that’s just the way we’ve always done it? Does it apply to one of your strategic goals for the credit union? Does it have a positive ROI? Does it help educate your ideal member and drive trust and recognition among them?

It may be time to let go of some old habits and try out new ideas! If that very thought gives you some heartburn, but you know it’s necessary, our team can help.

For more than a decade YMC has partnered with strategically focused credit unions to help them grow by bringing clarity, breaking down barriers through our unique time-tested strategic outsourced marketing program and strategic planning events. We’ll help you sort through the way you’ve always done things and bring fresh ideas that will help you meet your goals.

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Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

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

Copywriter

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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