Lessons from the locker room

Posted by McCann on June 29, 2011

There are numerous similarities between what you learn from the sporting field – and what you use in the advertising business – you just need to be smart enough to realise it.

Here are a few examples of what I mean.

The locker room.

If you look around – in those final moments before entering competition – you will learn a lot about people. A lot like those moments before a pitch. If you’re a team member – you will read the personalities of those around you and what’s needed to get the most out of them and how best to support them. Some show their nerves, some suppress them, some are confident and some are not – but one thing is for sure whether in a team or individual situation – there is nowhere to hide as you know what will shortly be required of you. And if you’re smart, you’ll learn from the experience and be a better competitor for it.

Courage on the field.

There is one common trait which separates good and great athletes – courage. They are known and remembered because of their ability to do something special and that only happens because of the confidence and self belief they have to try something different – to break the run of play, to change the approach – and get noticed and rewarded. Agency people without courage are just making up the numbers. In one of the most competitive businesses it is vital that agency staff at all levels demonstrate the sort of courage which gets them noticed and can make a difference for their company. If they do – the rewards will come in many ways.

Discipline.

You cannot win without discipline. Even though sometimes sporting greats and teams make it look easy – they are the most disciplined of all. The time and effort required to succeed at an elite level is huge with many sacrifices along the way. Successful agencies and staff are no different. With margins slim and competition fierce – tremendous discipline is mandatory. Advertising is a business of deadlines – mostly short – so even more for reason an unwavering discipline to meet them – but also to give yourself the best chance to beat your competitors.

Practice, practice, practice.

When something exceptional and seemingly magical happens on the field of competition – you can bet your house it happened after hundreds of hours of practice (and maybe sometimes a little luck). In the agency business, which is the selling business, practice is essential. The most potent agency people are those who can not only create – but sell an idea, strategy, whatever – and mostly they are those who can present well – and this takes practice. We should all learn from what we see in sporting competition and remember what it has taken to achieve those very special things which so often is the difference between winning and losing – and the practice which was undertaken to make it happen.

There are many other things which we can learn from what we witness and take part in on the sporting field – but for me one of the great things about advertising (and sport) is for all the the things it can bring – the most important is what it can teach you about yourself – and that’s one of its great rewards – if you’re smart enough to let it teach you.