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NextGen Leaders: Daryl Brubaker

September 2013 – Vol: 36 No. 9

Meet the 2013 CUES Next Top Credit Union Exec Top 15

September 16, 2013

Online voters casting a record 4,000+ ballots narrowed the CUES Next Top Credit Union Exec field from 29 to the Top 15 applicants. The challenge, held in conjunction with DDJ Myers and administered by Currency Marketing, searches for emerging leaders age 35 and under from within the credit union industry.

The Top 15 have blogged about their project on www.nexttopcreditunionexec.com. And to provide additional value to the competition experience, they’ve each received an executive coaching session from DDJ Myers, a CUES Supplier member and strategic provider. A judging panel of two CUES members and Deedee Myers of DDJ Myers will now score the Top 15’s applications and blog posts, narrowing the competition to the final five, who will move on to the finals.

The five Finalists will receive additional coaching, airfare, accommodation and registration to CUES’ CEO/Executive Team Network™, Nov. 3-6 in San Diego, where they will give their final presentations. The winner will receive further coaching, airfare, accommodation and registration for two CUES’ CEO Institutes, a total prize package valued at $20,000.

For the next several weeks, we’ll be checking in with the Top 15 to see how their project is going and learn a bit more about these next generation leaders.

Daryl Brubaker
Efficiency Officer
$125 million Park View Federal Credit Union
Harrisonburg, Va.
Watch Daryl’s CUES Next Top Credit Union Exec video








Give us the elevator speech about your project (as in how would you describe your project to someone you meet in an elevator?):

With a background in automotive sales, I am well aware of the negative reactions many people have about the word "sales." Upon joining the credit union I realized just how much it was being avoided altogether. So, rather than trying to completely change the culture, we are leveraging the existing culture of service. Excellent service for a credit union means having the right products and offering them to our members at the right price (aka selling). To achieve this goal, I have worked to help design products and processes that help the credit union representatives identify the members' needs and offer the right product to fill that need.

What is your long-term career goal?

My long-term career goal is to continue to learn from and serve members of the credit union movement. Specifically I hope to continue to do this as a member of the executive management team and eventually as CEO.    

Fill in the dots: The future of credit unions will be bright if …

We embrace our history, but don't let it hold us down. Credit unions have a great history with serving the underserved and providing value in a cooperative approach. However, if we sit back and coast, we will cease to be relevant--especially for younger members. For older generations, there is a much stronger loyalty to financial institutions and we cannot expect that from the younger generations. We need to continue to bring quality products and services that our member base (and potential member base) are looking for and continue to prove we are the right institution for them, or the members will simply find those services somewhere else.

What my generation brings to the credit union movement is …

Excitement and new ideas. For many, an attitude of "what have you done for me lately" is a detractor. Instead, I see it as a chance to prove ourselves again. Without challenges to refine us, we become too comfortable and cease to better ourselves. Recently, we saw this with the recession and continue to see it with local competition as well.  As a credit union, we are forced to streamline procedures and improve products to continue to stay relevant. The result from this pressure is a stronger credit union that can better serve all members.  

People consider me a leader because …

I am a problem solver. When faced with a problem, I enjoy looking at the big picture and finding a solution that benefits all parties involved. I strive to listen to all opinions and I am not afraid to dive in and work toward the solution, even if the right idea was not mine. This is especially true when improving process efficiency. Rather than doing something the way it has always been done, I listen to ideas on ways to make it better, then follow through to completion.

Who is your hero and why?

This is extremely hard for me since I have been positively affected by so many people, including with my parents, family, co-workers, and friends. Who I am is continually formed by each of these relationships. However, so as not to dodge the question, I will offer the name Millard Fuller. At the age of 29, Millard left a successful business career to focus on a career of service. He eventually started Habitat for Humanity International, which builds houses for low-income families without profit. The "buyers" are required to contribute "sweat equity" by working with other volunteers on their future home. These ideals not only earned him the respect of multiple presidents and the Presidential Medal of Freedom, but it shares many threads with the cooperative, service approach credit unions were built on.

Does your credit union have Twitter/Facebook/YouTube/Pinterest/LinkedIn/Instagram or other social media accounts? Please provide links:

Facebook: https://www.facebook.com/pvfcu

What is your favorite CUES member benefit? Or, if you are a new member, what benefit are you most looking forward to using?

I am fairly new to CUES, so I don't have a long history with the member benefits. However, I have already seen the connections between CUES members and this is the benefit that I look forward to the most in the future as well. I find it really exciting to be a part of an organization (and industry) where peers from different institutions can share ideas when many other industries would view this simply as giving up a competitive advantage instead of working for the greater good of our members.

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