In the world of banking, many communities are often overlooked and underrepresented. As a result, these communities, such as low-income individuals and communities of color, face significant barriers to accessing banking services. But as Jim Collins argues in his book "Good to Great," businesses that genuinely want to make a difference must first confront the brutal facts of their current reality. This article will explore how banks can take a "good to great" approach in serving underrepresented communities.

First, banks must be willing to acknowledge that communities are indeed being left behind. This means recognizing that banking services are not equally accessible to all and that a significant portion of the population is being excluded from the financial mainstream. This acknowledgment is the first step in creating a strategy to serve underrepresented communities.

Once banks have acknowledged the reality of the situation, they must then set a clear and ambitious goal for serving underrepresented communities. This goal should be specific, measurable, time-bound, and aligned with the bank's mission and values. For example, a bank may set a goal to open a certain number of branches in low-income and minority neighborhoods within a specific time frame or to provide a certain number of small-dollar loans to low-income individuals within a specific time frame.

After setting a goal, banks must create a "hedgehog" concept, a simple, crystalline concept that flows from a deep understanding of what the company can be the best in the world at, what drives the economic engine, and what is deeply meaningful to the organization. Next, banks need to identify the unique needs of underrepresented communities and tailor their services accordingly. This can include offering alternative forms of credit, such as small-dollar loans or savings accounts with low minimum balance requirements. Banks can also work with community organizations to understand the community's specific needs and create products and services that meet those needs.

Once banks have identified the unique needs of underrepresented communities, they must create a "Flywheel" concept, a long-term, compound, and iterative process of creating a virtuous cycle of improvement. Banks must then build a culture of discipline and consistency in implementing their strategy. This includes creating systems and techniques to ensure that the bank consistently provides services that meet the needs of underrepresented communities and continuously improve those services over time. Banks can also create partnerships with other organizations that serve underrepresented communities, such as non-profits, government agencies, and community organizations, to expand access to banking services and improve the overall financial well-being of underrepresented communities.

Furthermore, Banks can also serve underrepresented communities by implementing fair and responsible lending practices, a vital element of the "Good to Great" concept. Banks must ensure that all individuals have access to credit equally, regardless of race, ethnicity, or income level. In addition, banks can implement fair lending practices by providing financial education and counseling, which can help individuals make better decisions and improve their economic well-being.

In conclusion, Banks can serve underrepresented communities by acknowledging the reality of the situation, setting a clear and ambitious goal, identifying the unique needs of underrepresented communities, building a culture of discipline and consistency, creating partnerships, and implementing fair and responsible lending practices. By taking a "good to great" approach, banks can help to improve the financial well-being of underrepresented communities and promote economic development.

Image courtesy Sir Manuel

About Jim Woods

Jim Woods is a diversity, equity and inclusion expert with over 20 years of experience in the field. He has worked with organizations of all sizes, from small non-profits to large Fortune 500 companies, helping them to create more inclusive and equitable workplaces.

Jim is passionate about promoting diversity and inclusion in the workplace, and has a track record of success in implementing effective DEI strategies. He has a deep understanding of the challenges and opportunities that organizations face when it comes to building a more diverse and inclusive culture, and is skilled at working with leadership teams to develop and execute strategies that drive positive change.

In addition to his work as a DEI expert, Jim is also a sought-after speaker and trainer. He has spoken at conferences and events around the world, sharing his knowledge and insights on topics such as unconscious bias, cultural competency, and inclusive leadership. He is also a frequent contributor to industry publications, sharing his expertise and thought leadership on DEI best practices.

Jim holds a bachelor's degree in business administration and a master's degree in organizational development and human resources.

Overall, Jim is a highly respected and accomplished DEI expert, with a proven track record of helping organizations build more inclusive and equitable cultures.