Customer leadership executive Jeanne Bliss invites credit unions to create an environment where employees can bring the “best versions of themselves” to work every day in order to deliver the most reliable, rewarding experience for the members they interact with. Rather than create policies that protect themselves from the minority, credit unions should create decisions that honor the majority. Credit union should be real, suspend cynicism, and ask themselves, “How can we reliably, consistently improve the quality of life for our customers?” When credit unions can answer that question, they can begin to build a brand story within members’ minds.