The Business Edge with CWCU

Why do customers choose you over the competition? In this episode, Dave Dirks, CMO of Central Willamette Credit Union, explores how the customer experience, not just what you sell, can set your brand apart. From unanswered inquiries to broken booking systems, Dave shares how identifying and removing friction can help you win more business. Take a fresh look at your customer journey and discover where hidden friction may be costing you customers.

“Quality service.” “Trusted experts.” “Best in town.” When everyone says the same thing, how do customers choose? Dave Dirks, CMO of Central Willamette Credit Union, explores why differentiation matters, how to stand out without competing on price, and the simple “So What?” test to uncover what makes your business worth choosing. If your marketing sounds like everyone else’s, give this episode a listen.

Have a business idea but aren't sure where to start? We cover a few simple first steps, helpful resources like SCORE, and how CWCU's business team can help you turn your idea into a plan.

Your personal credit score can get your business started, but building strong business credit can help set it up for the future. In this episode, we break down the key differences between personal and business credit and share simple steps to start building a strong business credit profile.

In this episode of Business Edge, we sit down with Rebecca Bond, Executive Director of the Albany Visitors Association, who has spent nearly three decades helping shape Albany's tourism strategy. Rebecca shares what the Visitors Association really does and why visitor dollars matter to every local business. Tune in for an inside look at how tourism and local business growth go hand in hand in the Willamette Valley.

 How do we prepare today's students for tomorrow's workforce? In this episode of Business Edge, Rhonda Rhodes, Principal of Salem-Keizer's Career Technical Education Center joins us and shares how career and technical education is connecting students with local employers, building real-world skills, and strengthening Oregon's future workforce. 

What does it take to grow a business without losing sight of your values?

In this episode of The Business Edge, Kerry Bennett of Homegrown Cultivation shares lessons on entrepreneurship, leadership, organic farming, and building a team that cares as much as you do. Hear how he navigates industry challenges, maintains quality, and stays true to his mission while growing a successful business.

Whether you're a business owner, leader, or aspiring entrepreneur, you'll walk away with practical insights and inspiration.

Economic uncertainty is always around the corner, but strong businesses prepare before things get tough. In this episode, Dave Dirks breaks down how small business owners can build financial resilience, understand their numbers, improve cash flow, and create a business that can weather slowdowns, surprises, and changing markets with confidence. 

 This episode dives into a hard truth for small businesses: the customer you built your business around in 2019 may not be the same customer you’re serving today. Dave Dirks explores how changing expectations, digital habits, AI, and customer behavior are reshaping the way businesses compete and what small business owners can do now to stay relevant, valuable, and easy to choose.