BetterBriefs’ Post

Will it make the boat go faster? The British rowing team had not won a gold medal since 1912. By all measures, they didn’t have a good rowing program. In 2000, the UK rowing team set themselves a single, clear ambitious objective: win gold at the Sydney Olympics. They took a different approach than other sports teams and developed a very simple question response to guide all their decision-making. “Will it make the boat go faster?”. Late-night drinks? Will it make the boat go faster? A new training plan? Will it make the boat go faster? What they ate, how they slept, how they trained—everything was filtered through that lens. If it didn’t help, it didn’t happen. That question took them from underdogs to gold medalists. And it’s a brilliant example of what clear objective setting and having a single-minded focus can achieve. We are organising a webinar this Thursday on the topic. I've invited two amazing minds to help unpack the topic. Lizi Hamer is an executive creative director Octagon and No2ndPlace developing ideas in the field of Sports and Entertainment. This is an area that I know little about, so that's going to be super interesting. Effectiveness expert and strategic advisor to brands Rob Brittain is also joining. Having been Head of Effectiveness at ANZ Bank and Mondolez, he continues to publish through leadership knowledge about the state of attention and effectiveness in advertising. You're invited! Link in the comments.

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