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The March 30 article recounting New Jersey Credit Union League’s Reality Check caught my attention. The takeaways cited in the article relate to some of the bigger challenges that we face as a movement: declining number of credit unions over the next 10 years, holdings of less than 10% of the wallet share of members, problems with our industry’s ability to spread the good word. We have two options that I can see in the face of this news: We can feel disheartened and like our efforts are for naught…or we can seize the opportunity to steer this movement in a new direction.

From where I’m standing, it seems like tunnel vision on members isn’t helping us as much as we’d once thought. After recently learning of Richard Branson’s maxim for running Virgin Group (Staff first, customers second, shareholders third.), I believe that the credit unions that are doing well in these challenging times are ones that have expanded their focus on staff, providing them with the opportunities to develop as a whole person, and seeking to harmonize work and life.

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