“To connect with people emotionally is really the key to good work.” – Josh Streufert

Thank you for tuning in to The CUInsight Network, with your host, Robbie Young, Vice President of Strategic Growth at CUInsight. In The CUInsight Network, we take a deeper dive with the thought leaders who support the credit union community. We discuss issues and challenges facing credit unions and identify best practices to learn and grow together.

My guest on today’s show is Josh Streufert, Principal / Creative Director at Strum. Josh starts off by tracing his own path, which includes childhood dreams of archaeology, a strong Indiana Jones phase, film school, history studies, and eventually saying “yes” to a lot of opportunities that led him into creative leadership. It’s a reminder that most meaningful careers aren’t straight lines but are rather collections of curiosity, timing, and a willingness to try things before you fully know where they’ll lead!

In our conversation, Josh and I discuss what Strum does for credit unions and why branding is so much more than just logos and taglines. Josh shares a simple but powerful idea: when products are largely the same, people choose the organization they like best. From there, we get into how storytelling, creativity, and culture shape trust, loyalty, and the overall member experience. A big part of our discussion is also centered around change and burnout, with Josh introducing a mindset shift: moving from being a “gatekeeper” who protects the status quo to a “curator” who actively searches for better answers. He also talks about the concept of an “optimal rate of failure” and why failing occasionally isn’t a weakness but evidence that you’re still growing.

As we wrap up the conversation, Josh shares how he manages a work-life balance, what book he would recommend reading, and why he idolizes a former high school teacher! Enjoy my conversation with Josh Streufert!

Find the full show notes on cuinsight.com.

Connect with Josh:
Josh Streufert, Principal / Creative Director at Strum
strumagency.com
Josh: LinkedIn
Strum: LinkedIn

Book mentioned: Empire of the Summer Moon by S.C. Gwynne
Song mentioned: “Take Five” by Dave Brubeck
TV series mentioned: The Office