Why We Call It The Member Lens
When I launched Vantage Credit Union Advisors, I knew I wanted our work to be rooted in something bigger than strategy documents or boardroom discussions. I wanted it to be rooted in members, the reason credit unions exist in the first place. That is why we call our blog, and our approach, The Member Lens.
The Member Lens is more than a phrase. It is a way of thinking. It asks one simple but powerful question: How does this decision create value for members?
In my years working with credit unions, from operations and IT to marketing, branding, and strategy, I’ve seen organizations at their best when they put members at the center. I’ve also seen how easy it is to get lost in regulations, competition, or internal challenges. The Member Lens brings us back to what matters most.
For me, this isn’t just professional. It’s personal. I’m a father, and like many of you, I’ve had the experience of walking into a credit union with my kids, opening accounts, and teaching them what it means to be part of a cooperative. When decisions in the boardroom directly impact the way families experience their credit union, it’s a reminder that strategy is never abstract. It’s lived out by real people, every day.
Music has also been part of my life since childhood. As a violinist, I’ve learned that the most powerful performances come not from a single instrument, but from the harmony of many working together. Credit unions are the same. Boards, executives, and staff each bring their own part to play, and when aligned, the result can be something remarkable.
That’s why I started The Member Lens. It’s a space to share insights, case studies, and reflections from the field. Some posts will be practical, like how to strengthen board governance or streamline operations. Others will be personal, stories about leadership and the lessons I’ve learned along the way. All of it will be connected to one purpose: helping credit unions serve their members better.
I invite you to join me here — to read, share, and bring your own perspective. Because growth doesn’t come from standing still; it comes from gaining a new vantage point. Through The Member Lens, we’ll keep exploring how boards, leaders, and teams can see challenges differently, make decisions with purpose, and keep members at the heart of every conversation.
