What wins championships in sports AND business? Maybe not what you think...

What wins championships?

When I ask that question during my keynote presentations, the audience invariably responds with a single word: “DEFENSE!”

• Yet is that cliché really true? Does it even apply today in the world of sports? Does it work for your business?

As I wrote in my book, “ICONIC,” the answer may surprise you.

Let’s start with sports: With the NFL’s version of a final four this weekend, note that all four coaches were previously coordinators on the offensive side of the ball. This is the second year in a row that’s been the case. You must go back five years – Bill Belichick’s Patriots in 2018 – to find a defensive-minded coach as a Super Bowl winner.

Six NFL teams hired new head coaches this past year with offensive backgrounds. Half saw their win totals increase by five games or more this year (in a mere 17-game season), “a staggering improvement in just one season,” according to Zak Keefer of The Athletic.

Even as we look at other sports – basketball, for example – we see that it’s the offensive-oriented teams (think: Golden State Warriors) firing up three-point attempts rather than pounding it inside the paint who are winners.

But what does this mean for you and your business?

A competitive edge in the marketplace is essential for any business to stand out and succeed. You must take an offensive approach against your competition to achieve that edge rather than simply playing defense. 

This means proactively recognizing opportunities, capitalizing on them before competitors do, and continually innovating to stay ahead of the curve. You have to inspire, train, and reward your team members. You need to have programs that invest in their development and growth so they become more valuable contributors to your efforts. By doing so, you can create ultimate experiences for customers and remain relevant in today’s ever-changing landscape. 

To play offense in the marketplace, businesses need to understand their competitive advantages -- as well as those of their rivals.

As I wrote in “ICONIC,” be aware of your competition’s strengths but don’t focus on them.

You also need to be willing to take risks to gain a competitive advantage over others in the market. Like in sports, sitting on a lead can often be the initial step to a defeat. Your action steps may involve the following:

• Investing more money than usual into new projects.
• Pushing the boundaries of traditional marketing strategies.
• Pursuing opportunities that seemed impossible before.

While these risks can be intimidating, they are often necessary to stay competitive and continue growing.

Remember, there are two kinds of “ROI.” One is the traditional “return on investment,” – but the other is “return on inaction.” What happens if you do nothing? Often, the cost of inaction exceeds the price of investment.

Staying ahead of your competition is an ongoing process rather than a one-time event. You cannot create distinction, then just stop. The marketplace is constantly changing, so companies need to continuously measure their performance and adjust accordingly. This means paying attention to customer feedback, keeping an eye on new industry developments, and ensuring your strategies are congruent with current trends. 

With effort and strategic planning, you can remain distinctive and competitive for years to come. 

Remember: every moment you waste playing defense against your competitor wastes a moment you could be innovating to make them irrelevant.