Pick up any current best-selling marketing book, and you'll find a section on product differentiation. Maybe the words will be changed up, but the implication is the same. Your company had better stand out or you stand to go out of business.

But how do you stand out in a highly commoditized business like banking? (And, yes, I use the term banking. Notwithstanding the events in Vermont, it's value that should set your credit union apart, not function.

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