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SANTA ROSA, Calif.—The CEO of one small credit union is urging leaders of similar-size operations to not raise the white flag and merge out, but instead focus on a niche in which they can grow.

CHICAGO–How does an enterprise the size and scope of Amazon continue to grow and innovate? It’s a deliberate process that involved the complete rethinking of processes and hiring, doing things “backward,” and even requiring leaders who have an idea/initiative to pitch to first write a “press release,” according to one person with first-hand knowledge.