According to our latest Trailblazer 40 Below, Lindsay Thomas, marketing manager at $575 million Honor Credit Union, there's something to be said for finding and effectively serving a niche.

"It's about getting a better understanding of the members your credit union is relevant to, serving them well and finding more of those people. That's how we compete," Thomas said. "Even the largest credit union is small compared to Wal-Mart. We, as credit unions, need to find our niche. We can either go after the same people or let Wal-Mart serve those and we'll serve our niche differently."

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