"It's an opportunity to make a difference," the latest Trailblazer 40 Below said of what drew him to his career of choice. "I also think it's more exciting to be on this side of it because elected officials have to deal with thousands of issues versus just one they are passionate about."

As someone who hears "no" and "not right now" a lot, Ross has learned first-hand the value of patience and perseverance. He said credit unions can't afford to give up after losing just one battle, or because they've become disheartened and don't believe they are winning overall in Washington.

"The moment you stop engaging your lawmakers is the moment you become irrelevant in the political process," he said. "If you think things don't swing enough in the credit union industry's favor now, imagine what would happen if we stopped trying."

Ross refers to lobbying as a process – not an event – and said members of the industry need to find more allies in Washington and their state capitals. He added that lobbying is about influence, and the more credit unions are seen and speak up, the more influence they'll have on lawmakers.

The key to making a difference, Ross said, lies in figuring out what makes each credit union important to its members and appointed officials' constituents. He believes credit unions should go beyond talking about lower fees and higher returns on deposits, and instead share how they've made a difference in the communities they serve or helped members through their most difficult times.

"The true credit union story is how the industry exists to serve," he said.

Given the power that comes with enacting a law in this country, Ross said he is a firm believer that credit unions must be a part of the process. He said the industry can spur significant changes by passing a bill – ones that couldn't be made any other way.

He pointed to a few LSCU initiatives as examples of powerful advocacy, such as the Don't Tax My Credit Union campaign, a risk-based capital advocacy plan, PAC fundraising and an update to the Alabama Credit Union Act in 2014. The Alabama Credit Union Act hadn't been touched since Ronald Reagan was president, and a stand-alone credit union bill hadn't been passed in the state in nearly as long. Not only was the league able to get the act updated – lawmakers passed the legislation unanimously.

The league has also made great progress in its legislative advocacy in both Alabama and Florida, Ross said. Efforts to advocate against the NCUA's risk-based capital proposal resulted in the majority of both states' delegations to oppose the legislation and two senators to contact the NCUA directly. When it comes to PAC fundraising, last year marked the first year in LSCU's history when both Alabama and Florida achieved 100% of their internal and Credit Union Legislative Action Council contribution goals.

Ross said these results demonstrate how seriously the league's member credit unions take advocacy as well as the importance of continuing the fight.

"For years, we were an afterthought when it came to financial services, but now, we are looked to by lawmakers in both states whenever legislation comes up affecting financial services," he said. "We have been able to build a strong advocacy brand in both states and I am proud to be a part of such a strong team."

Successful advocacy efforts have a solid foundation of communication and education, he noted, emphasizing that one should never assume that a lawmaker understands an issue at your credit union. An effective talk with a lawmaker starts with taking an issue the lawmaker is familiar with and putting it into a local context, he added.

He said lawmakers want to hear about what's happening in their districts, and how a particular issue at hand will affect the people back home who elected them, so credit unions should be sure to make that connection. He also urged credit unions to constantly look for ways to help the system succeed and thrive.

"I think we often look to others to make change happen and we need to keep looking at ourselves," he said. "If your credit union or your league has asked you to participate in a grassroots event or call to action and you didn't do it, then why not? We need our advocates to take these things seriously. We can only be successful by working together."

He added that while regulatory burdens may be challenging, they cannot crush innovation, as he believes the only thing that can slow down innovation is an inability to think outside the box. He said that while regulations and laws can be seen as roadblocks, they should in fact create the need for more innovation. As someone who is driven by solutions, Ross said it's much more important to focus one's energy on overcoming roadblocks than on complaining about problems – or worse, giving up.

In his eyes, the same theory holds true for professional and personal development – he said success is built on failure and nothing beats true experience. And as far as leadership goes, Ross believes in giving those around him the tools they need to succeed by being their guide, not someone who tells them what to do.

"Everyone has the potential to do great things, but sometimes they need a little help finding that potential," he said. "I've always believed that if I were ever in put in the position to help people better themselves, it's my duty to do so."