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Minutes after concluding his appearance at THINK 14, Cirque du Soleil creative director Welby Altidor shared a few thoughts about living your brand promise. He concedes there’s a challenge to connecting the credit union promise with member experience and awareness. But, he maintains, embracing that challenge can lead to a world of creative possibility.

“What I find interesting is that tension that exists between the creativity and the business aspects,” Altidor explains. “When you can harness it, something really powerful happens. There’s a saying: ‘Constraint is the mother of creativity.’” Altidor encourages credit unions to look for the magic in their day-to-day work and to aspire – as Cirque does – to provoke, invoke and evoke an experience that is uniquely theirs.