Run that by me again?
I hear it a lot. As an I.T. guy, it's easy to see how tech-speak can turn even a highly educated executive into any other befuddled end-user. If someone's not familiar with what you do, the terms used to describe your work might be useless or, even worse, cause more confusion.
Whether we're comparing ourselves to banks or selling ourselves to potential members, credit unions use lots of lingo. We use terms like "not-for-profit," "financial cooperative," and "member." Who are we really trying to communicate with? Just because we know these terms doesn't mean they'll do a person outside of the industry any good.
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