The Apple Store is a refreshing experience in the world of retail. For those of you that haven’t had the chance to experience it, I feel a tad sorry for you. They are staffed by true ‘Experts’ and are both inviting and relaxing. This coming from a man who really doesn’t like shopping.

So where do Credit Unions fit in? Well, I think when you truly understand branding and know that it goes way beyond marketing and that the brand is really affected by the quality of service delivered by your front line staff.

So you can follow the same route as Apple and be highly selective in your selection of employees and put them through rigorous training … or you can do what I do … I steal them. I haven’t stolen staff from Apple, not yet anyways, but 90% of my staff have been stolen from others, and by others I mean other departments, other companies, and even former companies (sorry about that guys).

Most of the people I have stolen weren’t even trained in marketing. I hire for attitude and train for aptitude. Believe me, it is much easier this way. Give me an employee with the right attitude and I can teach them anything, well, anything I know and the really good ones train themselves.

But to absolutely have a great brand, you have to have great people. So either build them yourself, or steal them. But leave mine alone, I got a great team. Go get some of those Apple folks, I know they would love what Credit Unions are all about. Let me know how it goes.

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