CUNA Marketing & Business Development Council White Paper Discusses the Moments of Truth

Madison, WI – Three “Moments of Truth” — service, selling, and socializing — point to a single outcome: the faster growing credit unions have mastered the crafts of servicing, selling, and socializing in the communities that affect their business. In a study conducted by Rick Grady with the Texas Credit Union League, Grady pinpoints the strategies and tactics that make the Moments of Truth possible. The CUNA Marketing & Business Development Council recently published these findings in a white paper titled, “Moments of Truth.”

The paper examines how credit unions that applied the Moments of Truth principles led them to outperform their peers, their competitors, and the industry. It is a philosophy that permeates those organizations, from the front office to back office, from the top to the bottom.

CUNA Council members are eligible to receive complimentary copies of this, and over 300 other white papers; non-Council members may purchase white papers for $50 per copy.

The paper is available online in the white paper section of

CUNA Marketing & Business Development Council
The CUNA Marketing & Business Development Council is a member-led partnership of marketing and business development professionals dedicated to providing education, leadership, networking support, professional development tools, and expertise to its members in order to shape the enhancement of the role and diversity of operations in the credit union industry. The CUNA Marketing & Business Development Council is one of the six organizations that make up the CUNA Councils, a network of more than 5,500 credit union professionals. For more information, visit or

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