Steal ideas from entrepreneur Sara Blakely and others. Write a worthy narrative.
1."Obsess the product." Become a "category killer," one of the best of breed. Banking giant J.P. Morgan competes in service lines where they intend to be one of the top three. An analyst upped the price target for Tesla 40% (no position) because "there is no competition." NIL will complicate the college basketball scene because we're entering an arms race for talent with money for athletes a driving force.
2. "What have you failed at this week?" Sara Blakely's father asked the children each week about failure to encourage them to take intelligent risk.
4. "Aim high." Make the big time where you are. Carla Berube helped lead UCONN to a national title and coached at Tufts for years at a small New England academic power, Tufts. She regularly led her team to the Final Four in four consecutive seasons. That led her to a D1 job at Princeton, where the Tigers had a top 15 ranking during her first season. They're ranked twenty currently.
Study the little guys.
5. Have a hook. Leave an impression. Jerry Tarkanian's Runnin' Rebels of UNLV succeeded because he recruited where other coaches would not or could not go.
6. Remember the likability factor. When asked what it took to be successful in acting, Helen Mirren said, "first, always be on time. Second, don't be an A*hole."
7. Don't preach to the choir. Remember the "empty chair." The empty chair might be your customer or the player who idolizes you and your program. Part of Berube's success was her connection to girls from Connecticut who remembered her and wanted to play for her.
8. Use humor. My coach, Sonny Lane had a saying, "You know what I like about you guys?" We'd answer, "Nothing." It always got a laugh but reflected connection.
9. Cute animals work.
10.Slogans can sell. "Got hoops?"
One season, before each game, I'd ask, "Are we going to stand around all day or are we going to fight?"
11.Craft a campaign. A campaign uses central themes or characters to promote an idea. That could include the GEICO gekko, Flo from Progressive, the Budweiser clydesdales and so forth. As young players on a team with no winning tradition, a local sportswriter called the team, "The Cardiac Kids." A thirteen game win streak ended with a loss in the State semifinals...not bad for nobodies from nowhere.
For example, I imagine a Public Service Announcement for Melrose High School. I might include Hannah Brickley (elite student-athlete at Trinity), Sheylani Peddy (WNBA champion), and Hunter Adrian (four time wrestling State Champion and student at Brown). Got success?
12. Appeal to expertise. After our junior year in high school, we had a breakup pasta gathering at Coach Lane's home. Special guest speaker was Celtics' Assistant John Killilea. He scouted Larry Bird for the Celtics.
13.Appeal to emotion. "Believe" is Ted Lasso's mantra.
14.Create a sensory experience.
Shaka Smart ran the "iron man" drill.
15.Add music. "Art aspires to the condition of music." - Cornel West
16.Chuck Daly said, "I'm a salesman." Be a salesman.
