‘Head and Heart’ Memoir Launched at REACH 2017

Dr. James D. Likens
Dr. James D. Likens

“Head and heart” may be a profound phrase embodying the ideals of Western CUNA Management School (WCMS) alumni and students, but Dr. James D. Likens has actually lived-out this statement for decades and recorded his insights in a new memoir.

He launched it during the California and Nevada Credit Union Leagues “REACH 2017” annual convention in Palm Desert, CA. “Head and Heart: My Life in Credit Unions” is full of leadership insights, key historical credit union stories and facts, and special recognitions to six other professionals from the mind of a leading Pomona College economics scholar who joined WCMS in 1972 and recently retired in 2016.

“It was a very different world when I started,” Likens said before joining a WCMS Alumni Association luncheon where he was scheduled to speak to colleagues, former students, and credit union leaders. “Credit unions were small, not complex. Then the world changed.”

In 68 pages, his books notes that historical and momentous change through his own eyes. From the national credit union cause to volunteer service—and from the economy to political action—the book shares “notables and quotables” on everything Likens experienced as a credit union icon. Besides teaching economics for 46 years, he also directed the credit union’s high-level training program.

According to the book, during his long-term career he taught thousands of up-and-coming credit union employees, undertook credit union research, presented at professional credit union meetings, provided management consulting for struggling credit unions, facilitated strategic planning sessions, served on task forces, testified as an expert witness in legal cases, and even lobbied successfully for credit unions in Congress. His memoir is a trip down memory lane “offering intriguing historical insights and an inside glimpse of key people and events in the credit union movement of the past century.”

“Credit unions were set up in a political fashion, but the economist model prevailed,” he says.

Those in attendance said they were honored to listen to Likens’ address during the WCMS luncheon and were given a complimentary copy of his book. For more information or to purchase the book, click here.

Pin It