Leading with purpose is a key differentiator for credit unions, but operationalizing a purpose-driven strategy can be tough. Callahan’s Purpose Journey Map helps credit unions pinpoint where they are in their strategy development and identify what comes next.
- If at the beginning of the purpose journey, think about questions like: What is your purpose? Have you published it (check your website!)? Is it easy to understand? What excites you the most about your purpose?
- If you’ve articulated your purpose, then it’s time to integrate it. Is everyone aligned around the meaning and power of purpose? In addition to a clear definition, you want to identify shared terms and common language. This is where you want to touch base with employees to bring them into the fold — get their feedback and buy in.
- If you’re further along your journey, how are you bringing your credit union’s purpose to life? What metrics are you using to measure purpose? Is your organization optimized to advance it purpose?
- Finally, what challenges are you facing? Have you identified needs that exist in your community? What products do you have to address those needs? Do you need to redefine existing products and services or introduce new ones?
Purpose goes beyond financial performance to include social, environmental, and community impact. It accelerates growth and increases relevancy all while positively impacting employees, members, and the community. Let Callahan help you focus and refine your purpose strategy to become a thriving, relevant financial institution in your market. Learn more today.