Natalie Fikes, a performance and development coach, helps people improve both personal and professional performance to achieve what they want in life and business.

She is CEO of The Greater Purpose Society and creator of The Greater Purpose System, a multifunctional program that improves mental wellness, emotional intelligence, critical thinking, execution, and self-leadership.

Fikes is passionate about providing solutions to underserved communities for serious issues such as foster care, at-risk youth, homelessness, and sex-trafficking. She is currently vice president of community affairs and board chair for the African American Association.

One of her core values is adding value to others. 

“Credit union people are my kind of people,” Fikes says. “This is the type of crowd I feel an immediate connection to because I know the primary reason for choosing to work for a credit union is one that is purposeful and selfless. Credit unions help people make financial decisions to create the lives they want.”

Employee engagement is especially important during the pandemic because employees are still struggling to balance their personal and professional needs. 

“Navigating work and life in uncertain times is challenging,” says Fikes. 

2021 CUNA Operations & Member Experience Council and CUNA Technology Council Virtual Conference

Her Greater Purpose System creates a plan that enhances five key life areas: spiritual, emotional, physical, financial, and relational. 

“You can develop and maintain healthy relationships by creating the boundaries you need to feel safe, valued, and free to be yourself,” she says.

Every organization should focus on leadership and the development of soft skills, Fikes says, because—especially in the credit union world—people do business with people, not processes. 

Her advice for adding value to your life and the lives of others: “No matter what the challenge or circumstance, be intentional at all times. Find the sun or be the sun, and always look for opportunities to contribute and help others.”

Fikes addressed the 2021 CUNA Operations & Member Experience Council and CUNA Technology Council Virtual Conference.