Interested in faster growth? Then it’s time to recognize and master the three moments of truth.

According to a CUNA Marketing and Business Development Council white paper titled “Moments of Truth”, faster growing credit unions have made the most of those moments of servicing, selling, and socializing in the communities that affect their business.

In a study conducted by Rick Grady with the Texas Credit Union League, he identified the strategies and tactics that make the Moments of Truth possible.

The white paper digs into how credit unions that applied the “Moments of Truth” principles were able to outperform their peers, their competitors, and the industry.

According to Grady, it stems from a core philosophy that permeates those organizations from the front office to back office, and from the top to the bottom.

The white paper is free to CUNA Council members and $50 to non-members and is available online in the white paper section of