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Driving through the streets of Southern California, an interesting dining phenomenon reveals itself. Many restaurants advertise an unexpected combination of food choices, often at cheap prices. Ice cream for a dollar, Chinese food, burgers, and donuts, the signs read. If you’ve ever stopped into one of these places you quickly realize that their variety is rarely matched by their quality. They try to be too many things to too many people.

Many credit unions fall into this same trap, albeit not because of glazed donuts or egg rolls. The “all things to all people” philosophy emerges when credit unions attempt to invest heavily across all conceivable delivery channels without really serving members effectively through any of them.

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