Prioritizing Projects...it's Easy, Right?

We all have the same problem...too many projects, too few resources and changing priorities for completion of projects. As I am contemplating where to switch resources for a multitude of projects it seems I keep coming back to the same guiding principle...what is in the best interest of the members to get completed? Sounds simple right? Then I ask the next question, which group of members? As the members of credit unions have evolved into distinct niche segments making a decision in the best interest of the proverbial member is not as easy it used to be. Even the most plain credit union is a collection of niche members. Every member chooses to open an account with a credit union for a different reason and has unique financial needs. That means what is the best interest of member A may not be in the best interest of member B. Who wins? The most profitable? Is that most profitable now or lifetime value potential of the member? Whenever we make a decision in the best interest of the member we are also making a decision that is not in the best interest of another member. Is that wrong? I don't think so because in the end it will all balance out. Making decisions in the best interest of all members in the long wrong becomes detrimental to all members. There are always trade offs. As a financial institution we have to make those decisions to deliver excellence otherwise we end up with me too products and soon lose relevancy to all our members.