I like to keep things simple. It's a big part of the reason whyI am and will probably always be in the 'I love Macs' corner. To meit's easy and almost intuitive to use whether it's the iMac oriPhone 4. I'm not here to make and Apple commercial or anything butI wanted you to understand where I'm coming from when I share thatdespite being a Mac I'm intrigued by the way the Windows phonepresents all the information I need on the tiles without me havingto open an app. Why does any of this matter? It got me thinkingthat the reason why so many of the ongoing credit union industrydebates never seem to move past the discussion phase is because itboils down to extremes of all or nothing.

For example, everyone recognizes the need for a youth infusionon staff and in the boardroom. Somehow the simple need forleadership continuity gets lost in translation and becomes thedrawing of battle lines between the value of seasoned individualsvs. inexperienced but eager and capable individuals. Why is theassumption that to make room for the young, those over a certainage have to be pushed out? Why can't it be that we value theexperience and the fresh perspective and concepts both have tooffer? There are credit unions that have had some success withtheir associate directors, advisory groups and the like as a way tobuild that interest in among the young while recruiting the talentin areas most needed- and it's not always just about reaching GenY. In an interview I did with Carol Phillips of MillennialMarketing she shared that a lot of what is geared toward Gen Y willeventually just be what every consumer is looking for. After allwho doesn't want their banking to be more convenient?

Another example is the national awareness campaign debate, whichat this point has become like the play "Waiting for Godot." If thebone of contention is what will be THE message, then why not take apage from Geico and have several campaigns that cover the top threeto five bullet points? Isn't the strength of credit unions how theycan help members? Don't consumers just need to be made aware of howwhat CUs do-financial education, community involvement,etc.-ultimately helps them in their everyday lives? Does themessage boil down to how CUs are relevant?

I actually liked Central 1 Credit Union's Be Remarkable campaign(beremarkable.com) that shows how credit unions are relevant toconsumers. It was designed with reaching younger members but thevalue of credit unions helping them reach their goals big or smallI think can speak to everyone. I don't claim to have any answersbeyond it's time to stop talking about all reasons or fears whysomething can't be done and just move to action. Maybe thinksmaller segments instead of some big huge idea waiting for buyin.

I know: too basic. I'm overly optimistic and na?ve. Hey, whatcan I say-I like to keep it simple.