"Got defense?" Jeff Goodby and Rich Silverstein spawned the "Got Milk" campaign. Simplicity wins.
As great as the theme was, other lessons emerged.
Lesson One: Don’t Mistake Popularity With Effectiveness. (Did it work? It didn't.)
Lesson Two: Identify The Real Problem. (Full engagement)
Lesson Three: Kill Underperforming Ideas Early. (Zone?)
Lesson Four: Don’t Retrench. Take The Battle To The Enemy. (Don't back down.)
Lesson Five: Don’t Guess. Test. (Measure it.)
Jeff Goodby, MasterClass (with Rich Silverstein), Teach Advertising and Creativity
Effective coaching changes beliefs and behaviors. We need full defensive engagement.
How you play tells your story. Spread Alan Stein's quote, "how you do anything reflects how you do everything."
Pay attention to detail:
- Communicate.
- Contain (the ball).
- Control (cutters/pick and roll).
- Contest (shots).
- Clean (the boards).
"Got defense? Be harder to play against." A side benefit of defensive intensity is defense into offense.
Summary:
A great idea travels.
Simplicity wins.
Identify the real problem.
Coaching changes beliefs and behaviors.
"How you do anything reflects how you do everything."
Pay attention to detail (the C's).
Be harder to play against.
Lagniappe: Coach Castellaw with terrific "whys" behind the jab step.
Build a few basics - jab/shot, jab/go, jab/rip through.
After mastering a few moves, develop more.
Lagniappe 2: from Five-Star Basketball Drills. 81. Plus four, minus four.
