From $8B to $38B: The Leadership Discipline Behind Remarkable Growth with John Asbury
2 Minutes
Episode Overview
In this episode of Better Experiences by Design, Susan Quinn sits down with John Asbury, CEO of Atlantic Union Bank, to explore what it takes to transform a regional bank into a high-performing challenger brand in a rapidly consolidating industry.
When John joined the bank in 2016, it faced a defining choice: grow with intention or be acquired. Instead of playing it safe, John and his board pursued what he calls “escape velocity” — scaling strategically to compete with large national banks while preserving the responsiveness of a community institution.
But strategy alone doesn’t sustain growth. Culture does.
“It’s all about the people. Always.”
John discusses why culture must be modeled from the top, why tough and kind are not opposites, and why formal authority means nothing without earned trust.
Key Insights
- Avoiding strategic drift by staying consistent over time
- Communicating relentlessly during transformation
- Creating a strong listening culture
- Embracing AI and innovation without losing the human core
This episode is a powerful reminder that growth isn’t just about assets or market share — it’s about clarity, accountability, and leading with courage in a changing world.
About John Asbury
John Asbury is the Chief Executive Officer of Atlantic Union Bank, the largest independent regional bank headquartered in Virginia with a growing presence across the Mid-Atlantic. With over 35 years of leadership experience in commercial and corporate banking — including executive roles at Bank of America, Regions Financial, and as President & CEO of First National Bank of Santa Fe — John has guided Atlantic Union through strategic growth, cultural transformation, and major acquisitions that expanded its footprint and impact. His work centers on building high-performance organizations by prioritizing culture, trust, and people as the foundation for sustainable success.
Ways to connect with John
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