ST. PETERSBURG, Fla. - David Serlo, CEO of PSCU Financial Services, the card services cooperative serving over 500 credit unions which process their card transactions with First Data Corporation, has been recognized in The Attitude of Leadership a new book on leadership written by Keith Harrell, a popular speaker on leadership. Harrell's chapter on Serlo tells of his rise from a hard-working blue collar home. He earned a bachelor's and master's degrees and then an MBA, despite the fact that his high school counselor said he "was not college material." This "can do" attitude helped him build the largest credit union service organization in the country with eight million credit and debit cardholder accounts and 700 employees. Serlo was the company's first and only employee in 1983 and previously worked for 13 years at NCUA. Serlo and Mark Miller, CEO of Equifax, are the only leaders from primarily financial services related companies to be included among the 21 leaders Harrell profiles.