Ask most credit union executives who they serve and you get a territory. We serve the state. We serve these eleven counties. We're here for everyone. All true statements about eligibility. None of them a strategy.
Pick a community and a footprint. This sizes it, using published participation data, and shows what capturing a share of it would actually be worth.
Members can tell the difference immediately. Once you can name who you are for, the product design gets much easier, because the constraints do the work for you.
Design the first product in the Concept Studio →It rarely happens in a memo, and it rarely happens without someone in the room who does not report to anyone at the table. The arithmetic above is the easy part. Choosing, and then actually pointing the institution at the choice, is the work.
Product Brief No. 2 walks through the full framework. One email, no sequence, and I read every reply personally.
Half-day facilitated executive session, ending with one named target and the arithmetic behind it.
The workshop, plus the first product designed for that target through economics and launch plan.
Ongoing pipeline with a new concept each quarter, built for your target.
