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The Q&A is Not What Matters

Friday, March 22nd, 2013

One of my favorite old movies is a 1990 film titled Q&A. In the movie Timothy Hutton plays the role of young district attorney who is trying to prove a case against a corrupt police detective played by Nick Nolte.

A dominant theme in the movie surrounds the title theme–the Q&A, with Nolte asserting on multiple occasions that “If it’s not in the Q&A, then it didn’t happen.” The implication being that unless it is in writing and on the record, it doesn’t matter because it is irrelevant to the situation.

In the years since this movie debuted this Q&A behavior seems to have increasingly crept into day-to-day behavior interesting ways. Sometimes it emerges when someone is speaking and invokes the ”off-the-record” qualifier to indicate that they won’t admit that to what they are about to say, but that they are willing to say it if there won’t be any record of them saying it.

So what does this have to do with Credit Union Strategy?

Everything.

Strategic planning sessions succeed when there is true freedom of speech–when ideas are openly shared, debated, discussed, evaluated, critiqued, argued, supported, criticized, and analyzed before decisions are made.

But like many processes (the making of sausage comes to mind) the end product is much more important than the steps along the way. Put another way, the documentation created during the process (i.e., the Q&A) matters far less than the endpoint of the discussion (i.e., the plan).

Despite this I increasingly see people who want to put everything ‘in the Q&A’ during the planning session–document every utterance, capture every random comment, and create the equivalent of a court recorder’s notes of the process. Some argue that it is important to be able to go back and review the way in which the decision was reached. Others suggest that the ideas have value and need to be preserved for future reference. Others remain quiet, but secretly want to make sure we know who to blame for any negative outcomes in the future.

The point?

There is a lot of value in throwing out the things that were created along the way so that the team leaves the planning session ready to focus on the plan instead of having all the ammunition at hand to debate it again.

ACTION ADVICE:  Take great notes on the flip charts during the planning session, subject them to discussion, debate, and deliberation, and then make your decisions and define your plan.  Then capture the plan, commit to it, and move forward. You’ll see better results and the future debate will focus on the things that need attention as you execute the plan, not on how or why you decided to pursue that particular path.

Four Ways Your Credit Union Can Use Blogging

Tuesday, November 27th, 2012

We live in an age where everyone is deluged with information every minute of every day.  We are so overloaded with marketing messages, sales offers, e-mails, tweets, Facebook posts, and Yelp! reviews that it is often a challenge to know what to pay attention to and what to ignore.

The result is that your members, your employees, and everyone else you are trying to reach is often left struggling to find the information that they need.  They live in a world where searching, i.e., Googling, has become a way of life and the key approach they use to find information.

And that has significant implications for everything that you do to communicate.

E-mails that are responded to and sent to everyone on the team are having less and less impact as they require too much effort on the part of the recipient to figure out the real message.  Printed documents that provide too many details tend to be ignored or pushed aside to be reviewed later. The desire for a direct, immediate, and accessible answer to the question of the moment has never been higher.

Enter the blog.

What started as a tool for sharing personal insights, ideas, and opinions can be a very powerful solution to your communication challenges.

Here are four ways your credit union can use blogging to increase your effectiveness in communicating:

  1. Connecting with Members–A member facing blog can be a great way to share updates with members in a way that makes the information easily accessible, not just at the moment the information is posted, but in the future when the member needs it.  You can add a human touch to your credit union by sharing information about the ways that the credit union impacts the lives of your members, and in the process you will earn the right to secure additional business.
  2. Celebrating Team Success–Few things have more impact on your culture than capturing and sharing success stories.  A blog can be a quick and easy way to do this, and it makes the process accessible to the entire team.  Creating a place where everyone in the credit union can catch someone doing something right and share it is powerful.  It keeps the focus on the member experience and rewards the team for the great work they do, while also providing a chance to share and learn from the things that  didn’t go as well as intended.
  3. Educating Members–Teachable moments are the key to educating members, and that requires connecting the lesson to the problem the member is currently experiencing.  A blog can be a great way to do this as it provides a quick reference for members and a place where they can learn about the things they are interested in at any moment in time on their own schedule.  Connecting the educational messages to the products and services that your credit union offers that will solve their problems will deepen your connection with them and increase the amount of business they do with you.
  4. Documenting Processes–Updating processes and procedures is a very real and significant challenge for credit unions today.  Documentation needs to be updated regularly, sometimes in major ways and often in minor ways.  But capturing the attention of someone who is not dealing with a specific process at the moment it is changed can be difficult.  A blog can solve this by providing a place where all processes and procedures are updated and everything is connected in an easy to reference, searchable location that is accessible only to the team.

ACTION ADVICE:  Engage your leadership team in a discussion of how your credit union can use blogging to improve communications within your credit union and with your members.  Define an action plan and get started as soon as possible.  Don’t fret over the details and the rules–just use the tool to help you deliver critical messages in a way that makes them searchable and puts them within easy reach of those who need to receive them.  And don’t forget to let others in on the conversation.  At a minimum, make a commitment to monitor a handful of blogs across the next several weeks to familiarize yourself with the powerful potential of this tool.

IT’S YOUR TURN:  How has your credit union (or others you are aware of) used blogging?  How could you use it to increase your impact and effectiveness?  Please post your insights and contribute to the conversation.

Five Important Realities About Culture

Thursday, October 11th, 2012

Culture matters more than ever for today’s credit unions, and it is important for credit union leaders to invest in defining, building, and sustaining the desired culture rather than just letting it evolve on its own.

Here are five key realities to consider as you look to strengthen your culture:

Culture Reality #1–You cannot effectively pursue your strategy and expect to achieve your vision unless your culture supports the behaviors that will drive the right results.

Culture Reality #2–People cannot live a culture they do not know or understand–if you haven’t defined it clearly, communicated it widely, and committed to living it daily, then it will evolve on its own in directions that are unlikely to support success.

Culture Reality #3–Culture permeates every aspect of the your organization and must be consciously managed and incorporated into job descriptions, performance evaluations, and daily conversations.

Culture Reality #4–Simple wins when it comes to defining culture–fewer words, clear meanings, and memorability matter.

Culture Reality #5–If there is a lot of debate about the words to use when defining your culture, then you aren’t ready to define it because the shared agreement needed to sustain it is missing. Start with the areas of agreement and let it evolve, revisiting and expanding the definition as it is being lived.

ACTION ADVICE:  Start the conversation today–how do your employees see the culture of your credit union?  What works, what does not work, and what needs to be done to make the culture stronger?  Listen, learn, and leverage the insights you gain to implement a culture intervention that gets things on track so that your team can meet the challenge of achieving your strategic vision.

Accountability Sucks!

Friday, September 28th, 2012

A common problem that surfaces in planning sessions is returning to topics that have already been discussed, decided, and directed to be done, but that have not been completed.

It happens for a number of reasons.

Sometimes the action steps that were defined regarding the topic have been completed and it has been reported to the Board, but when it is brought up no one remembers that it is actually done.

Other times the action step has been advanced but is not yet completed, so it surfaces again as still needing attention.

And occasionally the action step meant something different to the staff than it did to the Board, so the action taken is seen as missing the mark.

The common gap here is communication–there is no regular update focused on the specific (and hopefully limited) action steps that were defined at the last planning session, so when the next planning session rolls around the same issues surface again.

Here are three possible ways to avoid these problems:

1. Define the update frequency as part of the action step and be clear about the specific measures that will be used to track progress, making sure that everyone agrees regarding the scope, impact, and desired outcome.

2. Kick-off your planning session with a review of the specific action items defined at the previous planning session, giving each item a thumbs up for completion, a thumbs down for non-completion, and a big question mark for no action taken to date.

3. Define a set of questions you will use to assess why things did not get done and use the discussion to decide whether they should be rescheduled or dropped. Questions might include:

  • Did it not get done because either the staff or the Board did not see it as important?
  • Did it not get done because there were too many items on the to do list and there simply was not enough capacity to tackle all of them?
  • Did it not get done because to was too vague or the outcomes were unclear?
  • Did it not get done because it should not have been done and should never have been put on the list in the first place?
  • Did it not get done because it was made irrelevant by unforeseen developments that occurred after it was put on the list?

These three simple steps can reduce dissatisfaction and help to keep your planning session on track because they will eliminate the mental distractions that arise from the mismatch of activity and accomplishment, and because they demonstrate the shared accountability of everyone on the planning team.

ACTION ADVICE:  Take a serious look at the Action List from your last planning session and make sure that all of the the items on the list merit attention, that the outcomes are clearly defined, that someone owns the accountability for getting it done, and that the time frame for completion is specific.  More important, define the process for making adjustments if things change and for communicating any changes as soon as possible, along with the criteria you would use to remove an item from the Action List.  Make everyone accountable for achieving the target outcomes you are pursuing and commit to keeping the conversation alive between planning sessions, not just once a year.

GUEST POST: 15 Ways to Improve Your Strategic Planning Process–Part Three

Wednesday, September 19th, 2012

Note: The following article is provided courtesy of Mark Arnold, president of On the Mark Strategies.

In this installment we’ll examine the final five tips to help improve your strategic planning process. We hope you’ve enjoyed the series and can apply these easy tips towards improving the strategic planning function at your own credit union.

This installment’s tips include:

  1. Keep up to date about the industry. The key here is reading. Learn to cultivate an appetite for reading and build time into your day to devote to it. Read important credit union news sources, like Credit Union Times and Credit Union Journal. You can also follow credit union news aggregators like CU Water Cooler and CU Insight. And remember to check out the popular works in the general business and/or marketing sections of your local bookstore (or online at sites like www.amazon.com and www.bn.com).
  2. Know the difference between trends and fads. And there is a difference. Trends can be observed and predicted (like the explosion of cellular communications and home PCs in the 1980s and 1990s). Fads, on the other hand, come and go with little predictability (think of things like Furby, Hammer Pants and line dancing). Base your credit union’s future progress on trends, not fads.
  3. Conduct some pre-work prior to the session. This helps save time during the actual meetings and focuses the groups’ energy in the best places. You can easily save 2-3 hours of valuable meeting time by having attendees complete the usual SWOT analysis beforehand.
  4. Don’t focus on the numbers. Numbers are just measurements and measurements are not necessarily strategic. Some planning sessions take hours (or days) talking about ratios, numbers and balance sheets. There’s nothing strategic about that. Numbers can be misleading and you cannot measure true success on a simple spreadsheet.
  5. Get away. Your strategic planning sessions will almost always be more productive if you move them away from the office or boardroom. There’s something special and inspirational about being away from the routine. While your budget may not allow you to do this every year, finding a nice alternative location for your strategic planning session can pay big dividends.

Thanks for following this series of easy tips on ways to help improve your credit union’s strategic planning process. As always, we welcome your feedback and ideas. Please feel free to post and let us know your thoughts…please share your insights by posting a comment and joining the conversation.

Mark Arnold, CCUE, is an acclaimed speaker, brand expert and strategic planner. He is also president of On the Mark Strategies, a consulting firm specializing in branding and strategic planning. Some of the services Mark provides include strategic planning, brand planning, leadership/management training, marketing planning and staff training. His web address is www.markarnold.com and his blog is blog.markarnold.com. You can also contact him at 214-538-4147 or mark@markarnold.com.