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In a CU Times opinion piece, Jeff Rendel wrote, “Point your strategic thinking toward objectives that steer revenue.” He also pointed out that credit union members are the biggest influence on the top line.

Therefore it follows that credit union management and boards must know as much about the membership as they do about themselves. Credit unions’ product and service offerings are commodities, so credit unions must identify and promote their value adds, such as relationships, tools, program offerings and other types of support. But these must all align with objectives that generate a positive impact on the top line.

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