As a first-time credit union CEO, you are now responsible for leading your organization, inspiring your team, and creating value for your members. While excitement and optimism may surround your new position, building the confidence of your stakeholders will be your key to long-term success. Here is how to navigate the critical early years of your tenure.
It’s a Marathon, Not a Sprint
New CEOs often feel pressured to make an immediate impact. There’s a common misconception that leaders have only 90 days to prove themselves. However, research shows it can take up to two years to earn your stakeholders’ full confidence. Being patient is not just an exercise in endurance but also a strategic approach to fostering sustainable credit union growth and building trust in you as leader.
Set a Deliberate Pace
Resist the urge to hit the ground running with a slew of initiatives. Instead, approach your first year as the foundation of a long-term strategy. Communicate clearly that the organization is entering a marathon, not a sprint. This deliberate approach steadies your efforts and reassures stakeholders that you’re here for the long haul.
Pick Your Battles Wisely
Stakeholder demands will come at you from every direction, each framed as urgent. However, trying to address everything at once can dilute your focus and effectiveness. Identify which stakeholders and initiatives are most critical to your credit union’s immediate and long-term success. For example, you might prioritize projects that align with core values like member financial wellness or operational efficiency.
Choose one or two signature initiatives that demonstrate your strategic vision. Early wins—such as introducing a streamlined loan application process or launching a financial literacy program—can build momentum and earn trust.
Build a Cohesive Team
Your leadership team will make or break your success. Assemble a high-performing group that is not only skilled but also committed to your goals and values. This may mean making tough decisions about senior personnel early on, but those decisions will lay the groundwork for a united and effective team.
One common pitfall for new CEOs is delaying team alignment. It’s tempting to wait for the “perfect” hire to complete your leadership roster, but this can lead to stagnation. Instead, focus on empowering your existing team and creating cohesion around shared objectives.
Engage Stakeholders Strategically
Stakeholder relationships are the backbone of your leadership. Start with your Board of Directors. Understand its priorities, preferred communication styles, and vision for the credit union. Often, a joint vision session is valuable to compare visions for the credit union. Where there is alignment, build strategy. Where there are differences, deepen the discussion to learn what matters most to the Board and how you might sequence its wishes for the credit union into strategy.
Next, engage employees. Regular forums, such as town halls or “ask me anything” sessions, can help you gauge the pulse of your team and foster an open dialogue. Listening to employees’ concerns and acting on them builds trust and demonstrates your commitment to their well-being.
Finally, connect with members. Your credit union exists to serve them, so ensure you are accessible and responsive to their needs. Hosting community events or member appreciation days can go a long way in showing you are invested in their success beyond great rates, low fees, and a robust app.
Communicate Relentlessly
As CEO, you’ll often feel like you’re repeating yourself—and that’s a good thing. Clear, consistent communication is essential for building confidence in your leadership. Whether you’re addressing employees, directors, or members, repeat your vision, strategy, and progress regularly.
Break long-term goals into smaller, measurable objectives and celebrate milestones along the way. This approach not only keeps stakeholders informed but also signals steady progress, reinforcing their confidence in your leadership.
Invest in Yourself
The demands of the CEO role can be overwhelming. It’s easy to deprioritize your own development in favor of serving others, but that’s a mistake. Seek out mentors, coaches, or peer groups who can offer guidance and perspective. They can help you navigate challenges, refine your strategy, and bolster your self-confidence. Our 10X Coaching system helps executives elevate their leadership and strategic capabilities.
Create work-life balance by carving out time for self-care. Leadership requires resilience, and practices like exercise, mindfulness, or simply spending time with loved ones can help you stay grounded. Highly performing CEOs prioritize personal success away from the office, too.
The Confidence Premium
By deliberately pacing yourself, choosing strategic battles, aligning your team, engaging stakeholders, communicating clearly, and investing in self-improvement, you will gradually earn the confidence of those around you. This confidence creates a virtuous cycle: as stakeholders trust your leadership, they will support more ambitious initiatives, enabling your credit union to achieve even greater success.
As you settle into your role as CEO, remember that leadership is a journey, not a destination. Your early years are about laying a foundation—earning trust, aligning your organization, and setting a course for the future. With patience, persistence, and purposeful action, you’ll transition from being “the new CEO” to being “our CEO.”
© 2025 by Jeff Rendel. All rights reserved.
Jeff Rendel, Certified Speaking Professional and Principal of Rising Above Enterprises, works with credit unions that want entrepreneurial results in leadership, service, and strategy. Each year, he addresses, facilitates, and advises for more than 100 credit unions and their business partners.
Contact: jeff@jeffrendel.com; www.jeffrendel.com; 951.310.7275 (mobile)