Everyone who walks through your door is different. They have different needs, and not all of them are best served by you.
You need to treat them that way. What you do isn’t for everyone. For community banking institutions, there are customers that are ideal, and you absolutely kill it for them. There are customers you mostly get it right. Some customers would be better served elsewhere.
You’re never going to really know who you serve and who to put a laser focus on until you can describe who you don’t.
Which potential customers will you provide an honest and sincere referral to another FI? And do it because you are legitimately ensuring they get the best solutions for their needs.
Who aren’t you for?