In this conversation, Bill McKenna and Paul Robert discuss the often-taboo topic of sales within credit unions, emphasizing the need for a balance between sales and service. They explore the importance of crafting a compelling value proposition that resonates with members and the necessity of brand consistency across all levels of the organization. The discussion also touches on the role of technology in enhancing member experience and the commitment required for brand transformation. Takeaways ·      Sales is essential for credit unions to succeed. ·      Credit unions must find a balance between sales and service. ·      A strong value proposition is crucial for differentiation. ·      Brand consistency is key to building trust with members. ·      Everyone in the organization must embody the brand values. ·      Awareness alone does not lead to transformation; commitment is necessary. ·      Technology plays a vital role in enhancing member experience. ·      Organizations must be genuine in their value propositions. ·      The financial services landscape is becoming increasingly competitive. ·      A memorable brand can be a significant differentiator. Hosts: Bill McKenna Paul Robert