Be like a gymnast, not like a marathoner

X Bob Costas knows baseball, but by evidence of his statements to Shawn Johnson and Nastia Liukin - U.S. Olympic silver and gold medalists, teammates, friends and Beijing roommates - he really doesn't get gymnastics:

"You have to compete and you have to compete fiercely, but from what I've been able to determine this friendship and this mutual respect is very genuine."

Why was his question misguided?  Simple.  Gymnasts don't compete against each other. Neither do great brands.

Later in the interview, Costas pressed Shawn and asked whether she had changed her approach to her routine towards the end of the competition, because she was "trying to catch" Nastia.  Here's her enlightened response:

"I mean, I knew going into floor that Nastia had a huge lead and I was so proud. I mean, I pretty much knew she had the Gold and, honestly, by then, I didn't care, like the score or anything, I just . . I wanted to go out and hit the routine of my life and just finish off this Olympic experience as best as I could. And I have no regrets and I take nothing back. I had a great time and I am so honored to be wearing the silver medal."

Do you compete?  Are you like a marathoner or cyclist?  Are you trying to "catch" someone. I certainly hope not. The competitive paradigm is an extremely dangerous one in business: it forces you to both compare yourself to, and align your thinking with, others. And inevitably, you begin focusing on the wrong things.

At the start of a race you have a panoptic view, don't you?  You’re aware of everything and everyone. But as the race progresses, you tend to focus narrowly on those few runners nearest to you - your "competitors."  And what inevitably happens?  You get blind-sided.

"I wanted to go out and hit the routine of my life." 

As Sir Edmund Hillary said, "It's not the mountain we challenge, it's ourselves."  Shawn wasn't competing with Nastia, she was challenging herself. The same is true of great brands. They're 110% focused on their people (customers, employees and community), and they're "routines" are daring and different in their quests to add value to those people's lives. They really are unique.

Gone are the days of the Perfect Ten

See if you can pick up the similarities among the advancements made in gymnastics and the advancements in the modern marketplace (from suite101.com):

"In the 1990s, the ten became more and more difficult to achieve because as difficulty increased, few gymnasts actually started from a ten, and those gymnast who were performing the most difficult routines would have trouble performing them perfectly. In the new system, there are two separate scores, one for difficulty and one for execution. Two separate panels of judges evaluate the difficulty and execution of the routine, and the two scores are added together. The goal of this system is to focus more on the artistry and value of the performance as a whole."

"The artistry and value of the performance as a whole."

Great brands visualize each days "routines," with the goal being to "stick it" every time.  They're driven by something inside of them; something that pushes them forward and allows their uniqueness to shine through. This notion that brands need an enemy - someone or something external -to motivate them is a bunch of old, white guy horse hockey.

Take a good look at the brands that need external motivators to get through each day.  You know the ones I'm talking about: the ones that blow up their competitor's products at conferences, or wave a fistful of money at their sales people.  Those are brands that need the incitement of the competitive ideal, because they have absolutely no idea how to add artistry and value to people's lives.

Sure, those brands may round the next bend with a commanding lead.  But then, out of nowhere, they'll encounter a guy named Fosbury.

Posted August 18, 2008
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Comments

BIG Kahuna

Good analogy. I must say I've watched every moment of the Olypics and I'm soooo tired!

I wonder what if any brand sustainability Phelps will have after the games? Do people really care about swimmers? Will the Speedo technology result in higher consumer sales?

These are the questions I ponder as I brake out my abacus to score gymnastics.

Posted by: BIG Kahuna | August 18, 2008 at 07:31 PM

William

Tom, this in due to one or both of the following:

1) Media relishes controversy and conflict.

2) Most still hold to a "zero-sum" mindset. In sports you do need to have "the best", however "the best" isn't the sole definition of 'winning'.

Great post (added it to my share list), thanks.

Posted by: William | August 18, 2008 at 07:42 PM

Sebastian Franck

As always, very insightful and inspirational.

I'm especially fond of the thought that "they're driven by something inside them". It's so easy to forget in everyday operations.

You have so many masters you forget why you exist in the first place.

But be wary not to think "from the inside" means being "product-driven". In business, the strongest internal drives are outerdirected. What motivates you is that you're out to make a difference in the lives of your customers.

That's why business is so beneficial in the first place. And that's why your business exists.

Posted by: Sebastian Franck | August 19, 2008 at 05:01 AM

James Clamp

Hey Tom

Great article, thanks so much for sharing. It's so easy to fall into the marathoner trap and I was blown away by the great natured and genuine spirit Shawn showed at these Olympics not to mention her unrelenting happy smile.

James

Posted by: James Clamp | August 21, 2008 at 01:09 PM

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