Steering through rapids: Leadership in times of change

I’m not an avid kayaker, but my experiences on the water have taught me that the course is rarely predictable. Just when the path seems clear, rocks and rapids appear, demanding quick adjustments. The same is true in leadership—uncertainty is inevitable, but how we navigate through it to our destination defines our success.

Credit union leaders must be like kayakers, prepared for unexpected twists—from regulatory changes to evolving member needs. The key to navigating these challenges lies in adaptability, resilience, and communication—qualities that are especially valuable during times of change. Whatever role we play in our organizations, we’re called upon to be leaders every day. Adaptability allows us to adjust course, resilience ensures we keep moving forward despite setbacks, and communication keeps everyone paddling in the same direction. Together, these qualities form the foundation of strong leadership.

Today’s rapidly shifting landscape can feel like navigating a river with shifting currents—unpredictable and challenging. Whether it’s a change in administration, new regulations, a credit union merger, or a leadership transition, the instinct to react quickly can be strong. However, effective organizational change management in the credit union industry demands a strategic, forward-thinking approach—one that prioritizes careful assessment, deliberate planning, and clear communication over impulsive reactions. Acting too quickly without a well-defined strategy can result in miscommunication, stakeholder resistance, and organizational misalignment.

The most effective credit union leaders are those who remain agile and forward-thinking in times of change. Just as kayakers adjust their course to navigate obstacles, leaders have to adapt while staying focused on their core mission. Major transitions may create disruption, but embracing flexibility allows organizations to move through uncertainty with confidence. The mission and values remain the destination—though the path to achieving them may shift over time.

During the COVID-19 pandemic, credit unions demonstrated remarkable adaptability, responding swiftly to members' financial hardships. By offering loan payment deferrals, emergency loans, and expanding digital banking services, they ensured continued access to financial support while minimizing in-person contact. But beyond quick action, it was an open mindset that enabled credit unions to pivot effectively. Leaders who embraced change as an opportunity—rather than a disruption—accelerated innovation, refining digital services and reimagining member engagement. This willingness to adapt not only addressed immediate challenges but also laid the groundwork for long-term resilience in an evolving financial landscape.

Resilience comes into play when the current gets rough—when change is difficult or when unexpected obstacles arise. When setbacks occur, leaders who remain committed to their long-term goals can weather these disruptions. Rather than being deterred by obstacles, strong leaders assess the situation and make necessary adjustments needed to continue moving forward.

For example, during times of economic downturn, some credit unions have successfully maintained member trust by reinforcing financial education efforts, expanding hardship assistance, and proactively communicating with members. These efforts not only stabilize the institution but also build long-term loyalty. Resilience isn’t just about pushing forward, it’s about adapting with purpose, ensuring organizations emerge stronger from uncertainty.

Clear and open communication ensures that teams stay aligned during transitions. Just as water cannot be contained in one small area without causing disruption, leaders must share updates, address concerns, and actively listen to feedback. Transparent communication fosters unity, helping teams navigate change with confidence.

Strong communication isn’t just about providing direction—it’s also about seeking insight. Before kayaking in unfamiliar waters, I often ask experienced kayakers for advice on navigating tricky areas. Their insights help me anticipate challenges and adapt accordingly. The same principle applies in leadership within our industry. Many credit union professionals have developed best practices through trial, error, and success. As a leader, do you have a trusted network or informal “board of advisors” to turn to for guidance on challenges like fraud prevention, lending strategies, or staff development?

In my own work, I’ve built a network of industry peers I rely on for advice, whether it’s about acceptable forms of ID, bilingual staffing, or other operational challenges. Online forums, industry webinars, and practitioner-featured conferences are invaluable resources for staying informed and connected. Seeking and sharing knowledge strengthens our entire movement, ensuring we don’t have to face uncertain waters alone.

Successful kayakers continuously assess the water ahead, make calculated adjustments, and move forward—just as strong credit union leaders do in times of change. We never know what may be lurking in the waters, but by embracing adaptability, resilience, and clear communication, leaders can turn challenges into opportunities, ensuring their institutions not only navigate uncertainty but also thrive. Staying adaptive cultivates innovation, resilience strengthens long-term success, and communication keeps teams aligned and engaged.

One Midwest credit union that surpassed market expectations in serving Hispanic members, recognized another opportunity for impact and expanded their outreach to African American communities. By refining their approach, they continued to evolve, ensuring financial inclusion remained at the heart of their mission.

This kind of strategic adaptability, reinforced by resilience and strong communication, is what allows organizations to navigate change successfully. By continuously assessing the landscape, seeking insights, and staying responsive to evolving needs, credit unions—and their leaders—can turn uncertainty into opportunity.

The most effective leaders don’t just react to change; they anticipate it, adapt strategically, and empower their teams to move forward with confidence. By embracing adaptability, resilience, and communication, credit unions can transform challenges into growth opportunities, strengthening both their institutions and the communities they serve. At Coopera Consulting, we’ve seen firsthand how commitment to adaptability, resilience, and communication can drive meaningful change. Since our founding, we’ve helped credit unions deepen their understanding of diverse communities through data analytics. While our initial focus was on Hispanic outreach, we evolved to provide insights across various demographic groups, allowing credit unions to tailor strategies to better serve their communities.