Independent Banker - April 2019 - 7

FROM THE TOP
" Community banks ask for
nothing but a level playing
field on which to compete.
In a fair fight, we like
our chances. "
Preston Kennedy
Chairman, ICBA
Preston Kennedy is president and CEO of
Zachary Bancshares Inc. in Zachary, La.
Community banks ask for nothing but a level
playing fi eld on which to compete. In a fair fi ght,
we like our chances. As I became the new ICBA
chairman at ICBA LIVE in Nashville, Tenn., last
month, I shared a personal story about how my
bank came together in the face of a challenge and
succeeded by demonstrating our value.
When one of our oldest small-business customers
said they would be moving to a larger
fi nancial institution, I promised to personally
lead the transfer if we couldn't prove we were
their best possible fi nancial partner. We had two
weeks to prepare our pitch.
publicly hold ourselves accountable to each of
our constituent groups-on our website, in our
marketing material, even on the walls of our
branches. And during our meeting with the longtime
customer who had one foot out the door, we
showed that our shared vision could best be realized
through our mutually satisfying relationship.
We held on to that customer, and they are still
our customer to this day. But if they had walked
away, it would not have changed who we are. We
are an independent community bank. We balance
the needs of our customers, employees, shareholders
and community at large.
Turns out, the answer was right in front of
my face. The logo for our bank is four identical
designs that come together to form one image. I
came to recognize that these four panes represent
our constituent groups: customers, employees,
shareholders and community.
Just as these four panes must be equal and balanced
to form our logo, our commitment to these
groups defi nes what it means to be a community
bank. We had to demonstrate our ability to meet
the fi nancial needs of this customer, the expertise
and vision of employees and leadership, our recognition
as a leading corporate citizen, and the
reasonable return we provide our shareholders.
In the process, we articulated our formula for
successful community banking and began to
My Top
Three
I got to thinking
about my all-time
favorite bands
while in Music
City.
1. Bruce
Springsteen and
the E Street Band
2. Dire Straits
3. Cowboy
Junkies
As community bankers and members of ICBA,
we all instinctively and intrinsically understand
the value of a community bank relationship. For
nearly a century, ICBA has fought to protect our
franchise value and advance the community bank
business model, to create and promote an environment
where community banks can fl ourish.
This is the business we have chosen. And as
we continue to fi ght to preserve the community
banking model, to keep our reputations clean
and to exert our infl uence in Washington, I like
our chances.
Connect with Pres @BankPres
independentbanker.org Q 7
http://www.independentbanker.org
Independent Banker - April 2019

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