While many professionals strive to maintain a laser-sharpfocus on their work, Mia Perez is a big fan of widening her lensand even allowing it to become blurry.

“I know it sounds a bit unconventional, but taking a step backfrom the credit union industry to explore what's happening in theworld around you in other disciplines and industries, examininghuman psychology and consumer purchase patterns, and even gainingrandom insights can make us better marketers,” the latest Women toWatch honoree said. “Sometimes we get so in the weeds we can't seewhat's coming next.”

In her role as chief administrative officer at the $193 millionLouisiana Federal Credit Union in La Place, La., maintaining asight line of what's on the horizon has helped her oversee thecredit union's marketing, business development, training and HRfunctions. When she joined the credit union some 10 years ago, shebegan the process of a complete brand overhaul that better alignedwith Louisiana FCU's core values and cultural drivers.