Banking on Digital Growth
Banking on Digital Growth

Episode · 1 year ago

35) #DigitalGrowthJourney: How to Keep a Positive Mindset During Dynamic Times w/ Amy McGraw

ABOUT THIS EPISODE

As financial brand leaders, it's important that we maintain a positive mindset during times of chaos and crisis. We have to lead with courage because courage is contagious.

On this episode of Banking on Digital Growth, Amy McGraw, vp marketing and chief experience officer at Tropical Financial Credit Union, joins me to talk about keeping a positive mindset during dynamic times.

Here's what Amy and I discussed:

  • Defining a purpose that transcends dollars and cents
  • Seven stages of transformation on the digital growth journey
  • Escaping the circle of chaos through a unifying idea
  • The one thing Amy recommends to all financial brand leaders

You can find this interview, and many more, by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Hey guys is James, Robert and I'mexcited to share amy mcgras dichval growth journey story with you here in amoment, amy is the VP of marketing and chief experience officer for TropicalFinancial based out of south Florida and she's been a member of the digitalgrowth program for the past five years. When listening to her story, it's justso good to reflect on the progress that she's not only made with her financialbrand, but also all the progress that she's made on her own personal journeyof growth enjoyed this episode. You're listening to banking on digitalgrowth, with James Robert Lay a podcast that empowers financial brand marketingsales and leadership teams to maximize their digital growth potential bygenerating ten times more loans and deposits. Today's episode is part ofthe digital growth journeys series were James, Robert Uncovers and explorers,some of the industry's biggest digital marketing and sales stories of success.Let's get into the show, greetings in hello, I am James Arbolay and welcometo another episode of the banking on digital growth podcast. Today's episodeis part of the Digital Growth Journey series and I'm excited to welcome AnenMgra to the show, because she really has such an art type willprepare for the worst hope for the best story. That's been unfolding over thepast four or five years and as we are in these strange and dynamic times, think- and I am involving a dynamic-welcome to the show ay thanks for being here. Thank you, so chief experienceofficer, fpof marketing at tropical financial. What is one thing thatyou're excited about and- and it sounds like a funny question, but I think asfinancial brand leaders, it's important- that we keep maintain a positivemindset during times of chaos and crisis, because we have to lead with courage, becausecourage is contagious, mm yeah, you're, absolutely right. It's sort of strangeto think how far we've come is all sort of being upended in a way with what ishappening right now with t e coronavirus, covid nineteen throughoutthe throut the world. But I also know that, especially when I have mymeetings Y, I have a daily meeting with my team right now, since we're allobviously working from home about not losing sight of what we've started withour getbio money platform, and I think that it's taken us four years, not onlyin terms of getting hubspot and workflows and emails and our members ascontacts in our our hoispot system talking to our datawarehouse. All ofthat has happened over time, but it also has positioned US perfectly torespond to what is still yet to come, with people's finances really beingdecimated by what's going on in the market place in the economy. So itreally. The one thing I think that is hopeful for me and for my team is thefact that we are perfectly positioned to help ourm members now and going intothe future with what we've built so far. You know and you bring such good pointsthere, because it's been a journey. It hasn't happened overnight. It's builtupon the foundation upon foundation upon foundation and really at the heartof all of that is a purpose, a purpose that, for you personally, for your teamfor tropical financial, that has transcended the promotion of dollarsand sense and commoditize products, but a purpose that's been built around. Ithink it's going to be more important as we move beyond this covid nineteen health crisis and intothe COVID nineteen financial health crisis. One that's put you in a reallygood place. What is that purpose? It's...

...interesting because years ago, beforewe really created the get beyond money, mindset and movement, our purpose waseducate, fir cell seconds. That was something that was put into placeinternally three years ago. So creating the idea of getting beyond money andgetting beyond the stress. Amoney was what Git beyon money was created fornow more than ever, because people right now are at a completely differentlevel of stress than they were just two weeks ago and right now the stress isphysical, mental, emotional, but that is easily going to lead into financial.There are so many people who are losing their jobs and even those who haven'tpost their jobs. They don't know what the future is going to look like whatis the new normal going to be so that stress of all those other things andthen add on top of it? How am I going to pay my bills after thei? Money fromthe government runs out, what's going to happen next, that is going to causemore havoc to their emotional to their physical beings going forward. Sothat's where we can take everything that Wev built up to this point,because the concepts are going to remain true in terms of so to savemoney, how to not. have it rule your life? How would atcet goals how to takeevel? Today we were talking about the fact that if one of your things was howmuch money you spend on coffee every week, W chances are you're, notspending that right now. So what are you doing with that? Five sevenEightdos every day, and what are you doing with that money that you canpossibly put away and make it work for you? Those concepts are still going toremain true. It's just that we can take that content every purpose it for a newsituation. You know when hearing you walk through this you and I were havingside discussion before we started recording and we talked about- and youmentioned this- The mental state, the emotional state, the physical state asfinancial brand leaders, whether you'R in marketing, our cells or just theleadership team. It's important to understand, what's going on inside thebrains of the people within the communities that we serve and somethingthat I shared with you was- was a modified version of the koubleras model,because you know, digital growth is a lot about change management. Well,there's seven stages of grief and those are we begin it with shock. Then wemove into denial, anger bargaining, trying to find a way out depression,then we're going to test some new solutions and finally, hey we're goingto acept the new normal. Not only are we dealing with this massive change internally at this timethe people that were helping are also dealing with this personally family. Imean community small business, so you've been through that you've livedthrough kind of those seven stages of transformation on this digital groathjourney. If you can go back in your mind, you know four R five years ago.What was it that helped? You Guide Yourself Number One but guides yourteam, because this is not something that that you can do alone if you'regoing to lead your team through this chaotic in time of crisis. I think one of the things I can pointto right away is that don't be ruled by fear that I've always said in terms of failure.Failure shouldn't be feared. It should be something that looks that you look.It's simply the isolation of that which does not work. That's what I alwaystell my kids, my team. It isn't something to fear. It is something toput your arms around to learn from that's a learning experience we all gothrough through those things nobody's perfect, so there's so much to do whenyou want, when you're, making a digital transformation, and it's not somethingthat you can go. Okay, here's my checkoff list of things to do and then,when I check up this last thing on my list, I will be hadigitally transformedbecause, as you check off things, there are more things are being added. It isa journey, it is not a destination. Is...

...the goal. The goal is the journey tojust stay on top of it and keep moving. But if you at any point in timeencounter want something on your check with that scares you or that you'reafraid is it going to work or you don't believe in or you're afraid to moveforward. If you stop there, yet things continue to add to your list: You'redoneyou're dead in the water. You cannot let yourself be rolled by fear,and you have to make sure that the team, your team, that you're leading as wellas your fellow leaders also are on board ther one hundred percent anddon't dip their two on the water want to run the other direction, and thereare, I mean. Yes, there are little like tactics along the way that you may haveto Godip the towe in the water. It's not working run the other way. Thoselittle things are okay, but learn from them. HIVIT try something different,but don't let it stop. You stall you out from continue to move so fearis.The number one thing you cannot be ruled by courage would be the thingthat you have to put your arms around whole tight and, like you said before,it's contagious, you show it. Your team will show it yeah. You know I talkeabout this. The Circle of chaos that a lot of financial brands I feel likea're, stuck in where they look at digital, is something that they'redabbling in, but they're confused, they're frustrated, they're overwhelmedthey're living in this state of conflict, and there are four steps thatI call clarity, courage, commitment and, ultimately that will lead to confidence,and so one of the things that I'm hearing from you and I've watched youover the years is your commitment to learning. You are a life long studentbecause, as you move forward the environment's going to change veryquickly in some cases I was were seeing now with this covid nineteen crisis.But also when you talk about failure, you know you've mentioned you triedthis get beyond money thing. You know two gears in a row and it was astruggle. So talk to me a little bit about like learning, because even you,like Adam Sanley, you've gone back to school. Yes, I have it's actually quitean eyeopening experience being someone in their mids in Grad School, where the majority ofthe students truly are coming right out of college, but that's a whole otherstory. But yes, it is a life one one learning process and when I think backto the get beyond money, what we tried to do, it was actually this. I s ourthirdwe'recoming into our fourth year, because we've almost had a full year ofworking on Git beyond money. But prior to that, we had two other platformsthat we're working on with different agencies, but they couldn't grasp theidea they couldn't get where we wanted to go and they were creating thingsthat already existed. Well, that didn't that doesn't help, and so we had to cutties with both of those other two agencies and literally go back to thedrawing boar with my team, because we were not going to be deterred. We knewwhat we wanted to do. We knew we could establish it. We knew we could watch it.We knew it would be successful. At least we hoped you're right and but weneeded to be able to find some entity to help us get I to where we needtoneeded it to go. It took a while. We got there granted with your help. Weactually you ere the one who really help put us on the right path for us tobe able to do it ourselves, and I think that was part of it too. We were tryingto say this is what we're thinking to Mr Agency go. So we can work on otherthings. The way that you helped us approach. It was I'm going to help youthink about the blueprint, but you guys are going to have to do it. It's yours!This is something that you have put your heart and soul into you, and onlyyou know what you really want to do with it, you're the only ones. Youreally know your market, so here's the blue print. Now you guys do it andthat's what we ended up doing and it worked and it's working now why? Ithink that's the biggest learning of all of this is its start. With the end in mind likewhat is the ideal future look like for a financial brand, if we can come to acommon agreement of Hey, this is where...

...we'd like to be, and that's one of thereasons I asked this question. Let's assume that we're having a conversationwe're having coffee cocktails. You know two years from now and you're in areally good place. You got to smile in your face. What has to happen betweennow until then for you to feel good about the progress that you've made onyour journey and if we can like get into that, then we can determine whatare the road blocks that are going to stand in away and then what are theopportunities that you'll be able to capture along the way that provides somuch clarity? Those three simple questions, but really deep thinking,facilitation around that, but, most importantly, what I think back of theprogress that you've made personally with get beyond money. Is You went andyou you know? You talk to people and it really comes back to the purpose. Tobegin this conversation, you winn't, what's bothering you what's keeping you up at night? How canwe use this platform to educate, to empower to elevate you and now, in thistime of crisis, it's a Cawli th, the the opportunities are somewhat endlessyeah it's interesting, because I think one of the mistake that I made the twoother times was Ihad put my full faith and force into a digital solution. ButI didn't take the time to talk to people about the human context thatdigital was going to be put in. I actually saw a Ted talk. Just yesterdaywas watching a Ted taker. I cannot remember the woman's name, but she wastalking exactly about how people, so many people put so much so much faithand to big data thisolve all the world's problems, but they don't thinkabout the human context that has to be added in the sick data as she referredto it as son, a you, don't take the human if you take human completely outyou're, not going to be able to have a solution meant for humans, so you haveto be able to put the human back in, and that was what we did this time wekind of went, let's start from the very beginning, and we held multiple focusgroups both online and over the phone with individuals that Wewerewe weretargeting and asked them series of questions. So it wasn't just a surveyof check this check this. It was little conversations with individuals thatwere in our target audience to find out what is it that they want? What is itthat they're looking for and it comes down to the like the very firstplatform we were trying to create a college online course of financialeducation, O Ealy Wat, O that at all, they want somebody to help them withtheir unique situations, but not weggle a finger in their face and say you gotto do it. This way, that for lot that theyv actually push back against thatthey want to do things their way. They just want to be told. How can they dowhat they want to do and be effective at it with the resources that they have?I Thin Wat they want and that's what get Ba money is all about. Technology has transformed our world,and digital has changed the way consumer shop for and by financialservices forever. Now consumers make purchase decisions long before theywalk into a branch if they walk into a branch at all, but your financial brandstill wants to grow loans and deposits. We get it. Digital growth can feelconfusing, frustrating and overwhelming for any financial brand marketing andsales leader, but it doesn't have to because James Robert wrote the bookthat guides you every step of the way along your digital growth journey visit,www, dot, digital growthcom to get a preview of his best selling bookbanking on digital growth, or order a copy right now for you, and your teamfrom Amazon inside you'll find a strategic marketing manifesto that waswritten to transform financial brands and it is packed full of practical andprovent insights. You can start using today to confidently generate ten timesmore loans and deposits. Now back to the show, I think another thing that was made getbeyond money so powerful and it really...

...has the transformative potential notonly for what you're doing at tropical through marketing, but also culturallyas the chief experience officer even within the communities, and- and thisis something that you learned through your studies going through yourmaster's program, the unifying idea, the central ideafrom storyscaping storry escaping at yeah. It's the unifying idea. It's sucha powerful like three word forward, almost actionable called action. Wespent so much time here studying story in narrative, but you really arecalling people to action to three things get beyond money. So talk to meabout how you're applying this purpose, not only externally with marketing butas you're moving forward internally, culturally, because people have to be at the center of thisyes externally, but don'tfu. We also have our internal audience as wellright wel. We had to do when we launch gitbeon money. We didtraining inside because there is there's a part of the get beyond moneymoney coaching session, where our employees are interacting with thesemembers or potential members to create a plan for them, so that that wasimportant, that they had that training. But we hadn't started doing the wholecultural change. Yet because we needed approve of concept, we needed to beable to pilot this thing and see it doesn't actually resonate with themarket really hard to know you go with you going with your Daddy. You go inwith your the results of the focus group and you filled around that, butit doesn't necessarily need what you build is actually going to work.Considering no one's ever done it before. So it's really hard to know sowe created the prove AF concept, we piloted three months and it was working.It was resonating it people were signing up, they love the quiz theyloved. It was just. It definitely was working the net step, though, becausethere was a disconnect of actually getting people into the branches tospeak with the member service breps. So now we're star before we put outanother big push out in the media, now we're working on internally the idea ofget beyond money as part of our culture. What used to be educate, our cellsecond, is being replaced with helping people get beyond money, so even to thepoint where we're not there yet, but at some point, even when somebody iswalking in the door and sitting down with you, pick up the phone. Thank youfor calling trapical financial. How can we help you get beyon money today?Those kinds of things, those little things that can help really integratethe platform, the idea of the movement into who we are a tropical financialpaty. You talked about the pilot program and I think that's such a greatlesson to consider and take away at other financial brands, because howmuch you know if we look at legacyoperations, we spend all of this time, effort and energy thinking that we'regoing to launch someththing and that's going to be that's going to be it we'regoing to just we're going to get behind it and in today's fast pace, everchanging exponentially changing world driven not only by digital but consumer,behavior competition and now things like the environment. How have you been able to pivot quicklyto deal with this change and almost kind of throw out previous plans? Ithink you're almost because I know how you operate your program that way,because I know one of the diagnosic tools we use is colbe and it looks at the way that you operate your Osyouroperating system. You have a nine quick start, so you can really rapidly adjustto changing environment, but talk to me a little abiut about. What's going onright now and some of the changes that you're having to make and how you'rehaving to communicate that to other people, I think it's interestingbecause when you say right now, right now with such an odd time, becauseliterally, if we've had this...

...conversation a month ago, it would becompletely different than what I would be saying today, O course, and a monthfrom now might be completely different again. The thing that I, that I loveabout my particular Cham, the marketing team itself, is that we all agreechange is something that is to be embraced and we are ones that reallylove change and can adapt to it very quickly when we're having our dailymeetings now, because they used to be weekly meetings now we're having dailymeetings we're talking about what we can do to help our members down theline. We are doing our checklist for today, the definite yow. What branchesare closed? What granches are open? What hours are there Blah Blah Blah?All that absolutely is necessary and all that communication avoiding broadandmoin scammers, that's all very, very necessary, but we also are doing thosecheckless little things, but also looking weeks months down the road ofwhat's going to change and this guesswork because, let's face it,nobody this is unpresinent and nobody knows what's going to happen, but we'retrying to anticipate what's going to happen to what those needs are going tobe beyond the emergency loans and things like that to keep people levelset and stable the Sumesibility, rather than feeling like they're going to belost in swimming in a sea of the unknown. Yes, so there's. I thinkit is very positive that my little team is very very good. At change now spanthat out to the Credit Union in general, there will always be those legacy.People who are holding onto the past for dear life and we're encounteringthat and we're dealing with that one on one, a lot of just coaching, alot of coaching, that's nother, part of our culture now is Thee's a ton ofcoaching going on to get people in the mindset that this is the new normal you,we can't go backwards backwards. Yesterday is never going to happenagain, lurn from yesterday, but don't hold onto yesterday. So there's a lotof coaching going on about embracing this new reality and this new future,and I mean that not only with the whole covid crisis, but also with just theget beyond money and this whole idea of culture of helping people to get beyondthe stress of everyday money to get to the more important things in life. Soit's an ongoing conversation. I do it with our leaders every quarter way of aquarterly managers meeting with all of our leaders and then I'm also goinginto the different departments. Our team is actually going to differentbranches before this all happened anyway, it was a once a week, or everymonth each one of us will have visited at least one branch, if not more.Hopefully we visit all the branches every month to reinforce the get beyondmoney messaging that we're doing as well as answer any questions that theyhave ye process. So when you think about everything, that's going on rightnow, if you reflect on where you've been over the past four or five yearsalong your digital bowth journey, you've made progress every step of theway. What is one thing that you canrecommend to other financial brand leaders? Their marketing teams arestilting because look I the futures bright. I feel there's a lot ofopportunity over the next six, twelve eighteen twenty four months, but whatis one thing that you could recommend to them as they look to move forwardand make progress along their own digital growth journeys? One thing would be just to believe inyourself and believe that you can do this doubt is something that canabsolutely destroy plans and destroy goals. Now, I understand you know youmight have to move things change things in your journey. Understand that that'snot the same thing as doubting yourself. Just keep believing look to otherpeople who have been successful. Look to them like a mentor almost to come inand sort of help guide. You are at least encourage you along your journey,because if you give up remember that...

...checkles I talked about and it's goingto keep growing because there's no end, and if you begin to Dolt yourself andstall yourself out, you won't it won't, it won't happen and you'll be your own,more senimy. So just don't give up believe in yourself and look to otherswho've been successful to help encourage you along your way. Well, Yo!You've done that today. In today's conversation- and I know that you are you're such a positive force, bothinternally and then just across the industry as a whole. What how might someone just be able to getin touch with you if they have a question? They just want to connectwith you. What's the best place for them to connect with you best way isyou can always check me out on Linkedin? I don't spend a lot of time on Linkdinnowadays, just because of what's going on, but also anybody at any time iswelcome to email me at at the credit Evien, I'm more than happy to reach outto anybody and that's the fastest way, because I'm always checking my email atwork. Some awesome amy. Thank you. So much thanks for joining me. Great Story,great conversation, and I know that you and your team will continue to do well.Your financial bran will continue to do well in the weeks and months to come aswe all get through this together. Thank you appreciate it. A Tome yeah untilyeah until next time be well, do good and wash your hands. Thank you for listening to anotherepisode of banking on Digital Growth, with James Robert Lay like will youhear, tell a friend about the podcast and leave us a review on apple podcast,Google, podcast or spotify, and subscribe, while you're there to geteven more practical, amproven insights? Is it www don digital growthcom to graba preview of James Robert's, best selling book banking on digital growth,or order a copy right now for you and your team from Amazon inside you'llfind a strategic marketing and sales blueprint framed around twelve keyareas of focus that empower you to confidently generate ten times moreloans and deposits until next time be well and do good.

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