Leadership Lessons from Coaching Kids: Season 2

This last Fall soccer season I started as head coach of my boys under 11 team for the first time.  As I reported previously, the last Spring season was painful.  It is a recreational league, so we got all new players and, while some players came with experience, about half the team were new to the sport.  The season started rough.  We were blown out the first 4 games by an average spread of 4 points.  They weren’t playing with adult sized goals so we’re talking scores of 1 to 5 on average.  I was out of town for work for our 4^th game and the kids lost big time.  The final score was 1-9.  Ouch!  Every good story has a redemption though.

After a few games, I took inventory of the team and our weaknesses.  Weakness #1 – defense, which is obvious from the point spread.  We spent quite a bit of time working just on defense: (a) “stay between the ball and the goal”, (b) “work with your defending partner” (one attack and one defend), (c) “pace the oncoming offensive player” (instead of charging), and (d) “use the sideline as a defender” (box them into the sideline).  We also switched up the team arrangement from a 3-1-2 forward-mid-defense to a 2-2-2.  That put more pressure in the mid field.

Since it is a rec league, we had to give each player equal field time.  With 14 kids, that meant 2 teams of 7 (team A and team B).  I had to find the right chemistry of players.  The two offensive players and two midfields on teams A and B needed to be complimentary and work well together.  The goalie and defenders had to be complimentary too (i.e. a strong goalie with weaker defenders and vice versa since all kids had to play).  It took a little time to work out the team arrangement, but the strategy paid off.

The team went from losing 4 out of the first 5 games to winning 4 out of the last 5 games, including beating the team that blew them out 1-9.  They ended 3^rd, losing the semi-final game on a technicality.  I was very proud of the kids.  I also learned a few more lessons about leadership this season.

1. Take inventory

For me coaching, I was given the team and knew nothing about the kids at the start of the season.  It took a few weeks to evaluate each one.  I also had to assess where the team needed improvement.  Winning in soccer is about scoring and stopping the opponent from scoring.  Yes, there is certainly a lot that happens in between, but we were losing by a wide point margin, so we had to fix both.

In a business, taking inventory is about assessing where the business is winning and losing, and who on the team is contributing to both.  The problems could be due to lack of employee training, poor procedures or incentives, lack of investment on the part of management, or simply having the wrong people in the wrong position.  Step #1 is figuring out what needs improvement and why.

2. Stop the bleeding

When you are losing, whether it be in a sport or business, stopping the bleeding is priority #1.  In the case of the soccer team, we were giving up too many goals.  It was more realistic that we could stop 2, 3 or even 4 more goals per game than score the same number.  We had to stop the bleeding if we stood any chance of winning.

Typically, when we see an agency shrinking, it is due to a lack of leadership:  no one is sounding the alarm, calling an all-hands-on-deck meeting, and correcting course.  There is no urgency to fix the problem.  The longer you delay addressing issues, the more difficult it will become to get back on track.  In the agency business, it’s easier to fix the holes than refill the funnel too.

3. Revise your strategy

During the first half of the season, we were giving up too many goals and hardly scoring any goals.  After taking inventory of the team and stopping the bleeding, then it was time to revise the strategy (i.e. reallocate resources).  We moved 1 player from forward to midfield in our line up and teamed up players that complimented each other.  The strategy worked and we started winning.

What is the problem in your agency?  If your sales or retention stink, fix it.  It could be that you don’t have the right people, aren’t investing in hiring, marketing, or technology, or you have just given up.  Frankly, the insurance business is not a complicated one and everyone needs insurance.  If you are not growing (i.e. winning), then you either aren’t doing a good of bringing in new business or you are not doing a good job in retaining business.  Other agencies are winning, so what is the problem?  Change your strategy.

4. Coach each player

Most coaching of a sports team is done on the field in a group.  People need personal and specific feedback though.  I had players that kept making the same mistakes over and over again – e.g.  kicking the ball poorly or getting burned by an opposing offensive player.  The kids wanted to be better but couldn’t see what they were doing wrong – enter the coach.  The problems generally boiled down to lack of practice, poor technique, or lack of conditioning.  Whatever their struggle, they needed someone more experienced to help guide them to the next level.

Why is an individual producer struggling with growing their book of business?  Have they set measurable activity goals?  Are they putting in the effort?  Are they struggling at getting their foot in the door, or with closing a sale?  You have to take the time to evaluate individual players and give them personal and specific coaching.  Unless of course the individual is just not motivated, then its time to help them find the door.

5. Make the calls

The last loss we suffered was my fault.  Our best goalie (my son) decided he wanted to try another position.  I relented even though I knew where he belonged.  Our opponent scored 3 of their 4 goals on his substitute.  I screwed up by letting a player dictate the game plan.

A leader has to make the right choices, even when players may disagree or try to influence the leader’s decision.  They will try to influence you too.  Everyone is looking out for their own interests.  You are in the position that you are for a reason.  Do what is in the best interest of the team, not individual players.

6. Build the culture

The challenge of managing kids wasn’t navigating personalities, as is often the case with adults.  The challenge was trying to relay strategy.  I tried talking strategy, but it was tough getting the lessons across.  They were kids!  We won but it wasn’t due to a masterful strategy or technique implemented by the team.  It was all about the spirit of the team.  How did we create that culture?

First, we let them make decisions that weren’t critical, such as the name of the team, the team chant, and warm-up exercises.  Giving them some authority, gave them ownership.  Second, we found a team leader.  He was the best player, one of the oldest, and one that all the kids looked up to.  He also happened to be a natural leader.  The kids listened to him more than they did the coaches.  Third, we mixed games in with practice, which made it fun.  Finally, I told them they were going to win.  They didn’t win every time, but the fact that someone believed in them, and set an expectation, made a difference.

So, what is the culture of your agency?  Are you empowering employees?  Are you promoting leaders that others will follow?  Are you making work enjoyable?  Are you inspiring and motivating your team?  As Peter Drucker famously stated, “Culture eats strategy.”  If you want to win and see your business grow, create a culture that empowers, rewards, and inspires your team.

The Bottom Line

As a leader, you have to continually assess what the business and each individual is doing right and wrong, and from there modify your strategy and the allocation of resources.  You have to give continual feedback and coaching to individuals to help them get to the next level of their development.  You have to make calls that individuals may not like but are in the best interest of the team.  And finally, you have to create a culture that engages, inspires, and motivates the team toward common goals.