Knowledge is critical to any profession, and no doubt paramountto financial services as the industry evolves. But I am also astrong believer in building long-lasting relationships.Collaboration is important in many industries, but in the creditunion world, industry leaders are very collaborative and strongnetworking skills are no longer optional. Social media and newmedia is giving us all an opportunity to share knowledge quickly,easily and deeply. But in order to effectively do that, one needsto know their audience well and certainly know their craftintimately.

If if were to weigh importance, I would say 60/40, with overallknowledge being the winner.

Bryan Clagett

Chief Marketing Officer/Investor

Geezeo

I know that who you know is what saved Superior Credit Union InLima Ohio.A board member in 1972. I was elected treas. in 1974. Istarted going to chapter meetings and ohio League seminars.Ilearned a lot by listening to managers and board members. In 1981Our Superior Coach school bus factory was closed.I became full timetreas. mgr. We had $4 million assets and 2,700 members. With only ahigh school education any no business knowledge,what I learned fromother CEOs and chapter school helped us grow to a very successfulcredit union. We now have 44,000 members $352 million in assets 10Branches 113 employees and are the largest real estate lender inthree counties. My biggest success came from listening to CEOs whowere successful.

Bruce Campbell

Treasurer

Superior FCU

This one struck a cord as I used to have an EVP who always said,” I don't have to know the answer to everything or every question,I just have to know who does have the answer”. I found thatto be sage advice over the years and believe a short, sweet,appropriate response to this particular question.

Ron LaMascus

Former President/CEO

Corporate CU of Arizona and Arizona CU League

If you are stranded, all alone on a desert island, it may be“what you know” . . . but only to survive and ultimately get amessage to “who you know” to come and rescue you. In the end– it is always the people that are most important in extending ahand and moving you along life's highway!

Anonymous eMentor

KNOWLEDGE IS POWER!

After managing credit union for over 42 years, I found thatinformation is critical to make wise decisions.

I have also found the importance of knowing a lot of people,being involved in credit union association activities and readingthe current credible publications. People withinformation and knowledge add to the “knowledge power base.”

Ed Baranowski

Former President/CEO

Fairwinds CU

Both what you know and who you know contribute to effectivenessand success. I look first to my personal resources, but donot eschew reaching out for help from trusted and valued friendsand colleagues.

What's MORE important? Yourself, and what you know, ofcourse. Otherwise, strict reliance on others would betantamount to a crutch that you could never discard. In fact,when asked for my opinion or help, I usually try to measure thedepth of self-reliance by asking, “how would you proceed?”.

Peter Leong

Former President/CEO

Hawaii State FCU

I believe who you know is more important than what youknow. Building and nurturing relationships is key to oursuccess in life and in our careers. Alwaysremember, it's who you know that taughtyou what you know. Invest time indeveloping relationships in all areas of your life. The peopleyou meet along the way will help you learn what you need toknow.

Nancy Barry

Speaker, Author, Gen Y Expert

Who you know may be able to open a door for you but when therubber meets the road it what you know that is more important,empty shirts don't last too long. Throughout my career I haveadvanced based on my experience and knowledge and not by havingsome inside track. Rather than depending on who you knowbuild you reputation and become known in the industry as someonewho gets things done.

Cary Anderson

President/CEO

Main Street Financial FCU

What's more important, who you know or what you know? Atfirst thought, I have to say hands down…it's who you know. I have to admitthat more times than not, I'll contract with this third partyvendor because a colleague and friend of mine uses them. OrI'll interview this applicant because a colleague and friendrecommends him. Or, I'll vote for this candidate because sheis endorsed by my colleagues and friends. I got my job atSkyOne Federal Credit Union 24 years ago because of arecommendation from one CEO to another. I've been asked toserve on Boards, councils, and advisory groups because I knewothers involved in the same organizations. But at the sametime, I don't think we would stick our necks out for each other, ifwe didn't have the skills and the expertise to back us. Whatyou know lends to your credibility. And, it's that trust thatkeeps those established networks productive and long-lasting. So both – who you know is critical, but what you know will comethrough to others.

Eileen Rivera

President/CEO

SkyOne FCU

In my career both who I know and what I know have been equallyimportant. Who you know will definitely open many doors foryou. What you know will keep you in the building oncethat door is open.

I have mentioned before that relationships made in this industryare extremely important. It is equally important to continueto build your knowledge base; continue to learn. I cannotstress that enough. Learn from the people you meet in ourindustry, learn from everything you do and never be afraid to askfor clarity if you don't understand something.

Theresa Benavidez

President

Corelation Inc.

One won't work without the other! “Who” you know oftenopens doors, or gives you that opportunity to speak, to reach, andto impress with “what” you know!

Deb McLean

Vice President Marketing/Business Development

Carolina Postal CU

They are both very important. Although a close choice, what youknow is more important. The knowledge that one attainsprovides them with an understanding and the intellectualskills which will create many new and exciting opportunities. Italso provides a high degree of self worth leading to confidence indoing other things. One of those things is the confidence inyour ability to seek out more knowledge about things you don'tyet understand. If you continue down this this path ofincreasing “what you know”, it will always lead youto ”who you know”.

Scott Waite

Senior Vice President/CFO

Patelco CU

I guess I look at this in the sense if I am hiring someone. Fora relationship manager position, I can train anyone to do the job,but I need to know before hand that I can trust them, they have astrong work ethic, and have the same values that I want to have onmy business banking team. If I know someone who meets thosequalities, but perhaps doesn't have as great a resume as someonenew to me, I'm going with trust (and the WHO) most of the time.

What you know and what you can bring to the table makes YOUsomeone people want to know.

I think WHO you know gets you in the door but WHAT you know iswhat gets you respect, trust, and the right attention.

You can be a supreme networker and be able to converse withanyone about the “surface stuff” but if you can't hold aconversation beyond the basics, you probably won't be remembered orrespected.

The answer is both. Knowing someone means there is afamiliarity, in a social context. However, it's the what you knowthat is the leveraging piece to the who you know. If you're wellknown, but do not know much, it is not helpful. If you know a lotbut no one knows you, how will you get to where you want to be?

The Crash Network is agrassroots organization of over 150 young credit unionprofessionals catalyzing the industry through meetups, mentorships,online collaboration, and development projects.