I BELIEVE IN CREATING VALUE IN THE COMMUNITIES THAT WE SERVE. PERIOD. I BELIEVE IN MAKING PEOPLE’S FINANCIAL LIVES FUNDAMENTALLY BETTER. I BELIEVE IN MAKING RELEVANT OFFERS, MAKING HONEST PROMISES, AND DELIVERING VALUE TO CONSUMERS. I BELIEVE LISTENING TO THE CONSUMER IS MORE IMPORTANT THAN TALKING. I BELIEVE IN LEADING MARKETING STRATEGIES AND PROGRAMS THAT MATTER TO THE AUDIENCE. TO THE COMMUNITY. I BELIEVE IN THAT FINANCIAL LITERACY HELPS THE BOTTOM LINE. I BELIEVE IN BEING RELEVANT TO CONSUMERS WHERE THEY LIVE THEIR DIGITAL LIVES. I BELIEVE THAT A DIGITAL-FIRST STRATEGY IS FUNDAMENTAL AND NECESSARY TO OUR SUCCESS IN THE SHORT- AND LONG-RUN. I BELIEVE THAT THE TIME IS NOW TO DELIVER A PURPOSE-DRIVEN VALUE PROPOSITION — FOR BANKS, CREDIT UNIONS AND COMMUNITY BANKS. I BELIEVE BANKS NEED TO LEARN FROM CREDIT UNIONS AND VICE VERSA. I BELIEVE THAT FOCUSING ON JOURNEY-MAPPING, STORYTELLING, WHILE USING PROVEN, DATA-BASED MARKETING STRATEGIES HELPS US CREATE BETTER WAYS TO INCREASE MARKET SHARE AND SHARE OF WALLET. I BELIEVE WE MUST CREATE AND AUTHENTICALLY EXECUTE ON A RELEVANT PURPOSE-DRIVEN MISSION AND USE THAT AS A MEANS TO DRIVE FINANCIAL PERFORMANCE. I BELIEVE DELIVERING A DELIGHTFUL EXPERIENCE LEADS TO MORE BUSINESS FROM CURRENT MEMBERS AND CREATES EVEN MORE NEW MEMBERS. I BELIEVE THAT WORD OF MOUTH MARKETING CREATES AN ENDLESS LOOP-OF-DELIGHT. I BELIEVE THAT SOUND FINANCIAL PERFORMANCE IS NECESSARY TO BE ABLE TO EXECUTE ON A VALUES-BASED MISSION. I BELIEVE THAT EVERY JOB HAS THE RIGHT TOOL — SOMETIMES DIGITAL SOMETIMES TRADITIONAL, ALWAYS MEASURABLE AGAINST THE STRATEGIC OBJECTIVE. I BELIEVE THAT A FOCUSED MARKETING VISION, STRATEGY, AND EXECUTION IS THE MOST STRATEGIC WAY WIN THE HEARTS AND MINDS OF CONSUMERS AND THEIR WALLETS. I BELIEVE.