Bernard Lachance at Amplify: Music to Credit Union Innovators’ Ears

The usual suspects won’t be rounded up to speak at the Northwest Credit Union Association’s (NWCUA) Amplify Convention this fall. Case in point: Bernard Lachance, a French Canadian singer who self-marketed his way to fame, fortune, and an appearance on the Oprah Winfrey show.

Lachance and NWCUA COO Denise Gable will take center stage in what promises to be a memorable presentation on innovation on Wednesday, Oct. 9, at 8:30 a.m.

Lachance won’t be tuned into net worth ratios, singing the blues about the regulatory burden, or playing the payment systems hit parade. But his story will resonate with credit union leaders.

Lachance created his own buzz with his own money. He marketed his singing talent with, quite literally the shirt on his back, investing his life savings to rent theaters and then using a seating diagram on his tee-shirt to sell out his performances. Eventually, Oprah heard about him and invited him to be on her show.

That’s where Denise Gable saw him. On a whim, she reached out and asked him to open credit union innovators’ minds to a new way of looking at marketing, messaging, thinking big and starting small. Watch our interview with Denise about Bernard here.

In addition to Lachance, announced Amplify speakers include National Credit Union Administration (NCUA) Chairman Debbie Matz, accomplished Capitol Hill columnist A.B. Stoddard, and renowned reputation manager Anthony Huey.

Amplify Convention registration is available online, and special hotel discount pricing is available through Sept. 6, 2013.

The Strategic Link Trade Show will connect credit unions with their business solutions partners.

Along with hours of high level presentations and breakout sessions, Amplify will celebrate Credit Unions for Kids with a semi-formal dinner and fundraising auction. The “Boardwalk of Miracles” event on Oct. 9 has sponsorship opportunities available online. Event tickets are also available.

The Summit Awards Dinner and Gala will honor advocates, credit unions and professionals for their impact on legislation, innovation, and community development. The awards dinner is scheduled for Oct. 10.


Questions? Contact Lynn Heider: 503.350.2225,

Posted in Awards, MAXX Annual Convention, NWCUA.