Several years ago, changes in the financial services industry began to really affect my organization. As a not-for-profit organization, our philosophy differed from a for-profit organization, but running the business is the same: We both have assets, liabilities, capital, and equity. There were now other players in our field offering the same products. How would we compete? How could we hone the things we did very well and at the same time differentiate ourselves from other financial institutions?