Staff Direct Valley Credit Union’s Latest Video

The staff at Valley Credit Union had a challenge. An outside consultant had encouraged them to create an “attitude statement.”

“An attitude statement is like a mission statement for the staff,” said Bryce Petersen, the credit union’s marketing manager. “It’s the written attitude that the team commits to bring into work each day and hold each other accountable to.”

The consultant had ended with a quote from Viktor Frankl, the Austrian neurologist and psychiatrist who endured life in holocaust concentration camps. “Everything can be taken from a man but one thing,” said Frankl, “the last of the human freedoms — to choose one’s attitude in any given set of circumstances, to choose one’s own way.”

“That quote really rallied the staff,” said Petersen.

The Valley team formed a committee to create an attitude statement, and the idea of a video rose to the top. But instead of relying on the marketing team or an outside contractor, the staff took the direction of the video into their own hands.

The team selected members and staff to appear in the video, and Valley hired a local video firm to help them execute their vision. The result is a well-crafted video that gives viewers a glimpse into the heart of Valley Credit Union and what makes the institution so special.

“They took ownership and crafted not only a terrific statement, but a beautiful video to illustrate that difference,” said Petersen. “The staff we have at Valley, they deeply understand the cooperative nature of the industry. It’s amazing how they carry that into their work every day.”

The video ends with the staff’s chosen attitude statement: “Dedicated to serving our members and community to build a better future.”

Petersen said that initial drafts used the term “financial future,” but the staff decided to drop the word financial. “They believe the impact we make here is bigger than that.”

Questions about this story? Contact James Pearson: 206.340.4790,

Posted in Marketing & Communications.