Heath: CUs are an idea that hasn't stuck

NEW YORK CITY (7/3/08)--Credit unions are a good idea that hasn't stuck, according to Dan Heath, idea collector, who keynoted the closing general session on "Ideas That Stick" during the America's Credit Union Conference & Expo.

The conference, presented by the Credit Union National Association in New York City, ended Wednesday.

Heath said he is "a huge credit union fan. I've been a member of Amplify CU in Austin, Texas, for 20 years. I've carried two mortgages, two car loans, and a savings account and share certificate there."

He told credit unions: "I support what you do, and in my judgment, you have an extreme, grotesque advantage over banks. But you're an idea that hasn't stuck."

Ideas that stick are understood, are remembered and change something, he said. They are:

Simple;
Unexpected;
Concrete;
Credible;
Emotional; and
Told in stories.

Ideas are not created equal, he said. Small talk doesn't stick. To make credit unions' ideas stick, there are ways to get people to believe: 1. Live it; 2. Hear the story; and 3. Hear the description--which is the least effective method.

courtesy of cuna.org