Is there a real opportunity for credit unions?

Much has been made in credit union land in executive meetings, trade association meetings, CEO round tables, blogs and the CU press about the great opportunity standing right in front of credit unions. Credit unions are the most logical choice because they are all good, wholesome and member focused. And consumers are looking for that, they are just waiting for us to tell them we are all that right? Maybe, or maybe this great opportunity isn't really that easy. Shouldn't we be focused on showing and doing what we do instead of saying what we don't do? I firmly believe that the credit union difference has to be experienced, not "marketed".

This is why I am concerned that this "opportunity" may just be a mirage. I haven't noticed any marketing or other efforts that truly show consumers the fundamental differences between banks and credit unions. And what I have seen is something that a lot of sound financial institutions will also be saying as well. I do believe there will be opportunities but if our focus is only on what we don't do, why would consumers ever choose us because we don't show them what we truly can do for them.