When it comes to challenges, having a hard time saying no hasmade all the difference in Kerry Parker’s life.

“I can sit there and complain about the economy and regulations,but the greatest challenge is trying to make sure we’re on theright path for the membership,” said Parker, who is president/CEOof the $880 million, Austin, Texas-based A+ Federal Credit Union.“We have a hard time saying no and always try to find otherapproaches or solutions for a way to educate and rise to meetmembers’ expectations.”

Until she and her husband had twins, Parker had dreams of beinga partner in a big eight CPA firm. It wasn’t a family-friendlyenvironment, so she got her start at a credit union and has neverlooked back.

As a big believer in learning and education, Parker said theability to help individuals and the community improve, grow anddevelop has been a driving force behind most initiatives. She addedthat constant communication with staff, members and the communityalike about the vision, goals and course corrections have beenvital. In addition to hosting all staff training days, the monthlydialogues with all departments and the leadership team, Parker canbe found in the branches as well.

“It’s a great time for me to listen, answer questions and makesure everyone knows the whys behind the decisions being made,” saidParker. “It’s also an opportunity for me to see how staff interactswith one another and create more depth in the organization so morefolks can step up to the plate and take on leadership roles. Ienjoy it because from a strategic standpoint, it helps me staygrounded and I hope the staff sees that as well.”

She added that developing a trusted go-to network helps.

“I think finding that group or circle of people to serve as asounding board takes time and doesn’t happen overnight,” saidParker. “As CEO, although you surround yourself with great supportstaff, sometimes there are conversations you can’t have with themand having that trusted network is important. I have a great groupof folks I can reach out to, know our discussions and feedback arehonest, and will stay in that circle of trust.”

For Parker it has been important that the culture at the creditunion fosters and invests in employees’ professional and personaldevelopment.

“Nothing is worse than a leader having an attitude that they arebetter than everyone else. I think one of your roles as a leader isto develop others and asking lots of questions, and listening canonly help you do that. It’s taken me a while to learn that. I loveto jump in with my cape on to help but I’ve learned it’s better totake a moment and ask probing questions because there’s a hugebenefit to listening to different perspectives and thoughtprocesses,” said Parker.

“An effective leader is someone who listens and tries to figureout the hows of staying true to the vision. It’s not always astraight line, there are a few curves or turns to get to the endresult. More often than not, it’s those curves and turns that makethe difference. When I look back at the employees that started withus and how they’ve grown and turned into these incredibleindividuals who are doing such great things, that’s what I findtruly rewarding.”

That desire to helping individuals do more extends to members aswell. For example, five years ago the A+ Education Foundation wascreated to provide teacher grants. To date, $350,000 in grants hasbeen awarded to teachers.

“With our focus onthe educational community it just made sense to find a way to helplocal teachers,” said Parker. “It’s incredible how it’s touched alot of lives. The teachers use those dollars in their classrooms tobenefit the students, and parents see the results and how wesupport that community.”

In 2008, the credit union implemented a savings challenge. Threefamilies were selected to compete for $10,000 over the course ofone year. Families met regularly with a financial coach and workedto lower their debt and increase their savings. The family with themost savings and reduction of debt won the contest.

The challenge then morphed into the high school savingschallenge. Through a partnership with the two high school branchschools, the credit union has conducted three high school savingschallenges–an academic, year-long contest for five high schoolstudents competing for the chance to win $1,000.

Each contestant set a savings goal, met one-on-one with an A+financial coach, attended monthly lunch workshops, and gavepresentations to their peers.

The latest incarnation has been the myBusiness Challengelaunched this year. A+ FCU gave six local entrepreneurs $25,000 ininterest-free loans. Each of the entrepreneurs attended three and ahalf months of specialized financial education workshops andadditional one-on-one help with the development of viable businessplans.

It was also a collaboration of community groups includingBiGAUSTIN, SCORE and the Texas State Small Business DevelopmentCenter. The entrepreneurs conduct monthly meetings with coaches andquarterly networking gatherings with each other throughout theyear.

“I think the industry as a whole struggles with this image inconsumers’ minds that somehow we’re not sophisticated enough tohandle the finances of the upper middle class,” said Parker.

“With what’s been going on now is that people across theeconomic grid are looking at credit unions as a financial alternative. Now is the time totake advantage of that and show consumers we can be sophisticatedwhile retaining that warm welcome. We’re not just here to serve theunderserved but consumers, period.”

As far as dealing with the competition, Parker has subscribed tothe best advice she was ever given: pick your battles.

“It’s something you can use in any type of role–wife, mom, CEOor peer–it crosses all boundaries,” said Parker. “We had thisdiscussion at our all staff training day about one of ourcompetitors. I focus on what we can control here, we can’t doanything about those folks so why not generate ideas and focus onwhat we do well. We’re proud of our organization and each other solet’s do the best we can for our membership.

"Obviously we can’t turn a blind eye, but if we spend all ourenergy on what others are doing then there’s no energy left tofocus on improving the member experience. Resources in CU land tendto be lean so better to use them to develop innovative solutions toease your members’ challenges.”