Empathy is the key to breaking through.

When financial products, rates and features appear largely interchangeable, people often choose the organization they feel understands them. That makes empathy, creativity and storytelling essential tools for building trust, loyalty and meaningful member relationships.

In this episode of The CUInsight Network, host Robbie Young sits down with Strum Chief Creative Officer and Principal Josh Streufert to explore what makes a financial brand memorable. Their conversation examines how credit unions can uncover the subtle qualities that make them different and translate those qualities into a distinctive brand experience.

Josh also shares practical ideas for sustaining creativity through change — from shifting out of a gatekeeper mindset and becoming a curator of better answers to embracing productive failure as evidence of learning and growth. Along the way, he explains why technology can improve targeting and delivery, but cannot replace genuine human understanding.