It's not the economy, it's the dreams

Six months will be in the books at the end today. Did you accomplish what you wanted to in the first six months? How much have your plans changed in the last 90 days from what you thought you would be doing back on January 1st (or January 2nd for those of you too “tired” to think on January 1st). I know mine have changed greatly, or at least it seemed that way until a couple of weeks ago. Yes, housing is in a slump, gas prices are over $4 and people generally think the economy is in the tank. But, you know what, my job isn’t to lower gas prices, increase home values or improve the economy. My job is to help people with their money, specifically help them use their money to accomplish what they want and need.

We all need to look at the tools at our disposal and focus on what we do best, helping members achieve their dreams. It sounds so simple doesn’t it? It’s not really that simple because there is so much noise in the market that now no one hears anything. My next six months are going to be focused on what I have been focused on in the last six month – expanding share of wallet and market share. We need to find reasons for members to join FORUM: better checking account, convenient location, unique savings options, better CD rate, better loan terms, small business accounts, etc. There is not one single silver bullet that we can employ with laser like precision to accomplish both growth objectives. We have to meet the needs of each unique individual. I am not saying we need to be all things to all people, I am just saying we need to be all things to the segment of the market that finds us relevant. And if that segment of the market is not big enough for us to survive, then we need to add more “things” to capture more than one segment.

Being in the dream fulfillment business sounds corny but not all dreams are big. Everyone has something they want to achieve in life…their credit union should be a part of that life. I see FORUM’s role in each members’ life being one that helps them facilitate what they want to accomplish, an enabler not a roadblock. Roadblocks can be not having the right products, not letting members know about the products that can help them or having more than the one simple rule of “seeing how we can do this”. Policies are required, but as credit unions we should all live by this simple rule. If not, how can we be in the dream fulfillment business.