A Lesson in Credit Union Messaging: Steve Jobs
By Bo McDonald
The late Steve Jobs has left behind so many lessons about business. I could write post after post, my thoughts about what credit unions can learn from his business sense and leadership style. However, in a time when it’s becoming ever so difficult to tell a bank from a credit union I thought this one simple statement serves as a valuable lesson for credit union leaders:
“This amazing little device holds a thousand songs, and it goes right in my pocket.”
Bingo. That’s how Jobs introduced the first iPod to the world in 2001. Jobs didn’t describe the parts used to make it. He didn’t describe what it looked like or how it felt. Instead, Jobs explained exactly why consumers would be interested in the new invention. No more large boom boxes. No more scratched or lost CDs. One thousand songs stored on one small device. AND “it goes right in my pocket.”
So what’s so great about your credit union? You’ve got a great rate. You’ve got online banking and online bill-pay. In one simple statement, in easy to understand terms, why should potential members care about your credit union? What is your value statement? Often we tend to overthink our value statement. We try to cram in every talking point we’ve listed in our plethora or membership brochures.
The next time someone asks: “Where do you work?” or “What’s a credit union?” remember the introduction of the first iPod and this awesome quote from Steve Jobs:
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