Through their daily focus on improving members’ financial security and the communities they serve, credit unions across the country have great stories to share.

But how do they craft these messages? And how can they ensure the right people—including those in Congress who can protect credit unions’ tax exemption—hear them?

That’s a common theme of the keynote speakers at the CUNA Community Credit Union & Growth Conference (CCUC), which runs Wednesday through Friday in Uncasville, Conn.

Credit Union Magazine will provide on-site coverage of the conference and the Community Credit Union of the Year Awards.

Paul Smith, director of consumer research at Procter & Gamble, kicks off the conference Wednesday morning with “Lead With the Credit Union Story,” which blends the history of the movement with main points from Smith’s recent book “Lead With a Story,” a guide to crafting business narratives that captivate, convince, and inspire.

Business leaders and executives at major corporations such as Disney, 3M, Nike, and the World Bank have adopted storytelling in the past decade as a method of influence, leadership, and growth, Smith explains.

Drawing from years of research and interviews with more than 75 CEOs and executives, Smith provides a road map for using stories to redefine the culture in your credit union, inspire your staff, and most important, grow your business.