The quickest way anywhere is a straight line

It’s a fact…the quickest way anywhere is a straight line. So, why do credit unions seemingly insist on charting winding paths for their members and their marketers?

Many times we overthink strategies and plans. We get bogged down by the “that can’t be done that way” attitudes in the face of change. Even when the reality is that we should be removing obstacles and simplifying processes instead of settling into an outdated process.

A client once started a meeting by asking, “what are you trying to achieve, and what is the quickest way to get there?” That simply stated question is how we should think about processes, targets, goals, experiences, and almost anything that has to be accomplished. The client had boiled down the information she wanted to know to its simplest form and we were able to move forward quickly from there.

So, what does that mean for you? For your members? For your website? For your loan growth? Share growth? Email blasts? When is the last time you checked out what your website looks like on a cellphone? When is the last time you tried to find a “join now” link on your home page and where did the link take you when you found it? If members, or potential members, can’t find basic information within seconds, you are not communicating effectively.


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