Your value proposition may be holding you back from growth

mcdonalds fries on a white background

“We have all the technology the big banks have.”

That was the value proposition given to me by a credit union CEO once. “That’s why people should switch to us.”

  1. If you offer the same exact thing, there’s no reason to switch.
  2. McDonalds and Ruth’s Chris both sell beef as their primary product, but both are very different products and experiences.

No two apps or online experiences are created equal. No matter how great you think your value proposition is, and even if you’re right when the pain of a bad experience is greater than the value of the product or service, your member will either abandon their application or leave the relationship-seeking less friction. That’s where Your Marketing Co. comes in.

“Bo, we need to hire your team to help us grow.”

That’s where I pump the breaks on the conversation. I know there’s not a marketing problem, and it’s our job to roll up our sleeves and dig in to figure out what it really is that’s keeping your credit union from growing. Before we spend one dime and turn that marketing faucet on, we must make sure that the message we’re crafting will meet the experience your member or potential member is expecting. There is no amount of great marketing that can offset a bad experience. That’s why we’re the only credit union marketing firm focused on strategy first and gaining perspective before we ask you for a marketing budget to spend.

A functional experience is a commodity. A truly pleasurable or unique experience is not something many brands, especially credit unions, will take the time to invest in. I had to give an AMEN to a recent tweet from Brett King:

“Why do we need fintech? Because banks run on 1960s tech (mainframe core), to offer a 14th century-based product (bank account) protected by 1st century security mechanisms (a signature).”

In the not-so-distant future – like right now, the difference between 1) opening a new account or applying for a loan in a few short taps on your mobile device in less than two to three minutes or 2) a process that requires a physical presence only after taking more than 10 minutes, if it’s even possible, on a mobile device will be the difference between growth and a slow march toward irrelevancy.

The convenient, commoditized technology you’re promoting as your value proposition may be the very thing holding your credit union back from growth.

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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


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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