Soft impacts and hard numbers

You’ve probably seen this quote from Maya Angelou:

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

It’s a simple, but powerful truth. And it’s why credit unions at their best pay careful attention to those “soft impacts” – how are they making their members feel?

These soft impacts are just as important as the hard numbers for credit unions and other purpose-driven organizations.

What are your members feeling?

Emotions drive behavior, so you need to know what your members are feeling, and have a clear vision of how you want them to feel.


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