Surrender & Allow It to Unfold
Clear vision ahead.
Stop reflecting on 1-month, 3-month, and 12-month goals. Start looking at the long-term vision and make sure everything you do aligns.
Full disclaimer, I have never been one to lean into a word of the year, new year's resolutions, or anything that similarly resembled the above. As I sat there in late 2021, reflecting on the 2021 season of my life and looking ahead to 2022, business and personal forecasting, growth pains, triumphs, and struggles, I did something I had never really seriously done before. I put forward a word of the year.
Here’s what I knew - 2020 and 2021 were years for stretching myself. It was a year that broke me. And a fundamental year in rebuilding myself. I played in different fields, teams, and within different industries.
I started the year in hospitality, transitioned into non-profit, then into freelancing.
At one point in time, I was working in 3 completely different industries, at the same time. FT marcomms within non-profit, PT 15-20 hours with a virtual ads agency, and working a 1-month contract for a (now virtual) event.
I took the opportunities that came my way. I jumped at new opportunities, things that excited me and that I thought could stretch me.
Ad management - ✔️
Creative direction - ✔️
Business coaching - ✔️
Social media management - ✔️
Marketing strategy - ✔️
Event planning - ✔️
Social selling - ✔️
Graphic design - ✔️
Copywriting - ✔️
Program development/curriculum building - ✔️
Marketing training - ✔️
Client management - ✔️
I pushed myself. I got back on the workout train (then off it, then on it.. A few times). I went through a program on nutrition. I advanced my professional development. I invested in a sales-specific business coach myself. I went through two Reiki energy certifications.
The problem? My tunnel vision wasn’t strong.
Tunnel vision
I said “yes” to too many things. I failed to establish strong enough boundaries. I didn’t listen to my gut when something felt wrong with clients. I stayed in situations longer than I should have. I was undercharged for my value. I didn’t fully lean into my emotions and instead jumped into things to keep busy.
I surrounded myself with people that didn’t necessarily understand my industry, and couldn’t see my vision. As a result, they couldn’t support me.
Here’s what I learned in these situations:
The people we surround ourselves with, matter.
Whether we realize it or not, we pick up on other people's energies and it’s easy to hold onto emotions/feelings/fears that don’t belong to you.
When you’re working towards creating a legacy, it’s going to get lonely. There’s going to be a lot of personal shit that’s going to come up. You’ll have no choice but you face it.
It’s your job to establish and maintain your boundaries. People will push them when you allow it.
If it doesn’t align with the long-term, big-picture vision, don’t stress over it.
Strong leadership matters, it’s a skill set that not everyone has. Soft skills in this area go a long way.
For 2022, my one big request for the universe was to allow and bring surrender my way. What does that mean?
For me it looks like this:
Reinvention
Allowing
Keeping the space open, holding the energy of big dreams, but releasing the control on it
Staying focused on the vision. Revisiting my why. And the “so what” for my audience. Adjusting based on where my energy is.
“Me first, then we” - a friend, a coach, shared this one with me. It’s too fitting to not include it (thanks, Joe).
Tunnel vision is important. I often think about both a horse with its blinders on and a pitcher getting his wind up ready. The rest of the world, the crowd noise, completely zoned out.
Tunnel vision keeps the distractions away. It keeps you centered on your why, your purpose, and your legacy.
I often do this work with clients - ensuring that there’s a solid foundation in place is key. Your why your purpose and your legacy are connected to everything that you do. It guides every post, commercial, pitch, and ad.
Why
Story is engraved within me. My dad is a writer, maybe it’s connected to that. For as long as I can remember, the story has been the key to gaining (or losing) my interest.
This applies across industries.
I recently worked at an event, a business conference. The subject matter around global revenue so yes, a bit above my head. While sitting through 2.5 days of speakers, I started to observe the audience and how they were responding. If and when a speaker could connect, no one was on their phones/tablets. If and when a speaker could not connect, they were on their phones/tablets and speaking to each other.
We are social beings. Reading stats off a PowerPoint does nothing for an audience. BUT when a speaker connects on an emotional level, when they approach a speech by answering the “so what?” for the audience, they get the buy-in.
I have always been drawn to the sport. I have always come back to the sports industry. There’s something about the individuals that work in the sports industry that in my mind is unparalleled to the people in other industries. It goes back to adversity, dealing with challenges, pushing forward for your dream, and the way they help support others.
I can (humbly) recognize my talent. I have helped transform businesses when it comes to storytelling, laying the foundation, and marketing that speaks to your ideal fan. The results have shown me that it is transformational. I’ve always desired depth in my work. I need to feel connected to what I’m doing.
It’s about taking that talent and applying it to an industry that I care about.
Why sports?
Very few things get me emotional. The sports industry feels like home.
Watching 42 - cue the waterworks.
Reading Instant Replay - enter chills, excitement, passion, and fuel ignited.
Watching Gridiron Gang - cue the desire to coach a team of at-risk youth, transforming l lives.
Sports unites. It brings people together. It teaches lessons that apply to “real life”. For many, sports is a way out of the current situation that they’re in.
It’s about history. Passion. Legacy. Connection with your heroes.
The industry has an uncapped and untapped capacity to change the landscape. And I want to be part of that.
When you’re passionate about something, when you’re connected to it, you’ll find reasons to bring it up in conversations. Conversations that have nothing to do with said thing.
^ That’s me with sports. Combine sports and philanthropy? Well, that’s a slam dunk.
Legacy
The passion, purpose, and legacy in the sports industry are being left on the field. Athletes carry the fire and drive that ultimately results in consumer interest, fan engagement, ticket and merch sales, sponsorship opportunities, etc. The athlete acts as a bridge, it’s because of the team that households connect with the organization.
It’s through them that people see a gateway to a community, a career path opportunity, a way to be a true changemaker, and a future available to them.
The industry is becoming more and more multi-dimensional: it’s a business, a change agent, athletes are using their platforms to speak up for social causes, and it brings people together in the community.
The problem? It’s not being fully tapped into currently.
Employee turnover is still a big issue - with big financial implications
Struggling to connect with Gen Z - untapped marketing that would increase revenue generation
Social media isn’t drumming traffic in your funnel - potential to increase time on the website, and transactions, and enhance your fan relationship
Athletes' stories are not being shared, in line with the legacy they want to leave, and in the way they want their story to be shared. Athletes and employees can help make more of an impact in the way that organizations connect with fans.
The Vision
Supporting sports organizations in making bigger impacts, reaching more fans, and generating more revenue. Building connections through a story.
There’s a discrepancy in organizations pulling their employees and athletes into the big vision. Getting their buy-in and providing additional education around storytelling through content will help inspire the content creation process. In turn, you’re supporting your athletes to build their images while simultaneously spreading information and excitement around the organization.
Does it take more time? Yes.
Are the results greater as a result? Yes.
It’s a win-win-win.
Your athletes gain knowledge, support in building their images, and assistance in growing their social platforms.
Your employees feel inspired, knowing where they fit into the big picture. As a result, they contribute at a higher level and stay with the organization for a longer period.
The organization then deals with less employee turnover, reaching a greater audience, and an increase in revenue generation.
What the vision looks like for me:
Writing and pitching athlete stories
Storytelling course to learn the fundamentals and implement on your own
Customized training / consulting for organizations and athletes
Membership to connect and enhance professional development (in the future)
Events to connect and network (in the future)
Running a sports complex (more on that, in the future)
For 2022, I’ve called for surrender. For allowing. For holding space. For staying focused on the legacy, the long-term vision. For helping more sports organizations and more athletes to share their stories, gain more recognition, develop deeper relationships with their fans, and ultimately generate an increase in sports revenue generation.
If you’re interested in professional development for your digital and production teams and/or for your athletes, I offer customized training and consulting. Please inquire for more.