ST. PETERSBURG, Fla. - David Serlo, CEO of PSCU FinancialServices, the card services cooperative serving over 500 creditunions which process their card transactions with First DataCorporation, has been recognized in The Attitude of Leadership anew book on leadership written by Keith Harrell, a popular speakeron leadership. Harrell's chapter on Serlo tells of his rise from ahard-working blue collar home. He earned a bachelor's and master'sdegrees and then an MBA, despite the fact that his high schoolcounselor said he "was not college material." This "can do"attitude helped him build the largest credit union serviceorganization in the country with eight million credit and debitcardholder accounts and 700 employees. Serlo was the company'sfirst and only employee in 1983 and previously worked for 13 yearsat NCUA. Serlo and Mark Miller, CEO of Equifax, are the onlyleaders from primarily financial services related companies to beincluded among the 21 leaders Harrell profiles.