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CU System
Marketing rock stars have 3 chords for success: CUNA Council
MADISON, Wis. (3/17/14)--To achieve lasting success, credit union marketers and business developers must be more than good. They need to be "rock star" good, business performance expert Ryan Estis told CUNA Marketing & Business Development Council Conference attendees last week in Orlando, Fla.
 
"When the world changes around us, we must change with it," Estis said. "A lot of what got us here today won't get us where we're going."
 
Click to view larger image Marketing executives must be prepared keep in step with the pace of change, business performance expert Ryan Estis told CUNA Marketing & Business Development Council Conference attendees last week in Orlando, Fla. (CUNA photo)
Rock star marketers, Estis said, do three things consistently well:

1. Collaborate. "Success today is a team sport," he said, adding that collaboration builds high-trust, high-value organizations. Successful collaboration requires marketers and business developers to "master the art of active listening," Estis said, which involves asking insightful questions. "Without collaboration, people miss out on opportunities to build connections." The goal, he says is to "first understand, then be understood."
 
2. Serve as change agents by being open-minded, sharing best practices with others, embracing continuous learning--and learning to be uncomfortable. "When you're uncomfortable, that means you're growing and getting better," Estis said. "Ask yourself: 'Am I learning and getting a little better every day?'"
 
He advised conference attendees to become change agents by implementing and executing three new ideas in the next 30 days. "Use this moment to decide where you're going and take action."
 
3. Champion the organization's culture by connecting with its purpose and aligning their actions with its values. Doing so--and not doing so--has a direct impact on an organization's performance. "Culture is a catalyst," Estis says, "for either growth and success or a barrier to achieve goals."
 
 The Mayo Clinic is one organization where employees truly embrace the culture, which boils down to seven words: The needs of the patient come first.
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