Empathy is Strategy: Leading in a Way That Actually Connects

We often talk about the evolution of leadership—how it’s not just about decisiveness and vision, but also about heart. Over the last few months, I’ve highlighted powerful examples of leaders who have gone above and beyond to strike the right balance between strategy, vision, innovation, and heart, and why it’s critical in the credit union industry today. However, during a recent conversation with Steven Stapp, President/CEO of Unitus Community Credit Union and CUES 2024 John Pembroke Catalyst for Change Award winner, this concept was taken to a whole new level—the theme of empathy as a critical leadership skill echoed through every insight and idea that he shared. It’s no wonder Steven was recently recognized with the World Council of Credit Unions (WoCCU) Distinguished Service Award, for his positive influence on the global credit union movement. That level of accomplishment requires a whole lot of empathy—and the ability to know when and where to use it for the greatest impact. Leveraged correctly, empathy fuels inclusion, deepens trust, and can help credit unions serve their communities more authentically. And that describes Steven’s approach to leadership perfectly.

Steven’s leadership journey is a blueprint for how to lead with both courage and care. As Unitus transitioned from a closed field of membership to a community charter, Steven and his team made a conscious decision to reflect their changing community—not just demographically, but in terms of lived experience and evolving needs. That process required looking inward and asking, “How do we build policies, procedures, hiring practices, and partnerships that align with where our community is going, not just where it has been?” 

The answer: Empathy.

Why Empathy Matters Now More Than Ever

We’re living in a time of deep societal polarization, economic disparity, and cultural transformation. In this landscape, empathy gives leaders a powerful edge. It’s what enables you to connect across lines of difference, build genuine partnerships, and foster inclusive cultures where every voice is heard—starting with your own team and extending to the community you serve. 

Steven put it beautifully: “If we’ve put our comfortability aside and put our empathy first, that allows us to lean in, in a very genuine way.” And it’s true—real empathy often requires discomfort. It pushes us to listen harder, reach wider, and sometimes change course based on what we hear.

From Listening to Action

Empathy is not passive. It's active, responsive, and strategic. At Unitus, that meant holding a rebranding effort mid-course when their Hispanic Advisory Committee shared that the color yellow was a recognizable symbol in their community. That one insight—shared because the team listened—became a branding decision with cultural resonance. 

It also meant inviting employees to shape the journey, conducting internal assessments, and circling back with updates. That kind of feedback loop doesn’t just inform decisions—it builds trust. Empathy, in this way, becomes a mechanism for accountability. 

And beyond internal efforts, Steven and his team extended empathy outward—forming alliances with the Urban League of Portland, building financial empowerment programs, and hosting learning roundtables with other credit unions to elevate Hispanic inclusion strategies. This is what collaboration rooted in empathy looks like.

How to Build Empathy into Your Leadership

If you're a leader looking to elevate your impact, here are a few takeaways inspired by Steven’s story: 

1. Practice Proximity. Empathy starts with connection. Walk the halls. Ask questions. Know what’s happening in your employees’ lives—and be willing to share your own. Trust and empathy flourish when leaders are close to the people they lead, which is a key topic in Simon Sinek’s book “Leaders Eat Last”—a worthwhile add to your professional development library.
2. Build Feedback Loops. Create structures where employees, members, and community partners can speak honestly—and where you commit to listening, responding, and evolving.
3. Diversify Voices—And Value Them. Representation matters. At Unitus, board members are selected not only for their skills but also for their life experiences. That kind of intentionality leads to better decisions and stronger community alignment. Read more about Unitus’ approach to board diversity.
4. Lean Into Discomfort. Don’t mistake empathy for ease. Sometimes it means going to new events, asking harder questions, or reconsidering a long-standing strategy based on someone else’s perspective. Growth lives there.
5. Expand Your Lens. Steven’s international work with the World Council of Credit Unions opened his eyes to different experiences and global best practices. When we zoom out, we gain insight that makes us better right here at home. Check out the article, The Global Credit Union Difference: Stronger Together, which Steven recently wrote for CU Insight. 

The Empathetic Advantage

As credit unions strive to serve increasingly diverse communities, empathetic leadership is a lever for equity, innovation, and impact. It allows organizations not only to include more voices, but to act on what they say. To Steven and the team at Unitus—thank you for modeling that so powerfully.

Let’s all lean in, listen harder, and lead with empathy. Because in today’s world, it’s not just the right thing to do—it’s the most strategic move we can make.