As the saying goes, to run with the big dogs, you have to get off the porch. No doubt, it's a challenge for smaller financial institutions to differentiate themselves from the pack when there are much bigger, stronger animals pushing you to the back.

Credit card teams know what I'm talking about.

It can feel almost impossible to get the product in front of members when Capitol One, Chase – and now PayPal and Amazon – are flooding airwaves, social networks and inboxes with ridiculously impressive-sounding credit card and rewards offers.

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