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Building A Winning Culture The Prime Time Way

Example of great leadership on and off the field

I recently had the joy (and sadness) of dropping off my daughter at college – Colorado Boulder. There was plenty of excitement around campus as the thousands of new students moved into their dorms and began the next chapter of their young adult lives. Now stay with me as I promise this blog is about leadership and building a championship culture.

Besides being a beautiful campus, surrounded by mountains, one very other meaningful discussion took place between my daughter and me as we discussed her first year – the addition of Deion "Prime Time" Sanders as the head coach of the football team. For the first time in many years, there was a ton of excitement as CU only experienced 1 winning season in almost 20 years. Could Prime Time bring his personal success as one of the best defensive football players (Hall of Famer by the way) AND baseball players in history to his first major coaching job? Well, based on his journey so far and an incredible "W" in his first two games, the answer at this point is, that it certainly appears to be the case. What are some of the reasons for the early successes – I firmly believe it is tied to the leadership culture instilled by Prime Time. I spoke with my daughter about his leadership principles and how they apply to her journey in college as well. Of course, like every parent, I hope she embraces these conversations and learns to become a leader in her own right.

Leadership is not just about making decisions; it's about shaping culture, inspiring teams, and creating an environment where success is not just possible but inevitable. Since stepping in as the head coach, Sanders has instilled a new culture that has galvanized the team, energized the fan base, and most importantly, led to real, tangible success on the football field (I know, only a 2 game sample size at this point, but quite the win). But how has Sanders managed to effect such incredible change so quickly?

Let's look into the top three reasons for his early success.

1. Bringing a Championship Mindset

From his first day on campus, Sanders brought with him a championship mindset, honed through years of success at the highest levels of sport. This is a leader who knows what it takes to win, and he has effectively communicated that to his players. Sanders immediately implemented rigorous training programs, focused on discipline, teamwork, and excellence. He made it clear that everyone would be held to the highest standards and that mediocrity would not be tolerated. This set the tone for a culture of high performance that permeates every aspect of the program.

In the corporate world, much like in sports, a winning mindset sets the foundation for success. Deion Sanders didn't just focus on teaching plays; he instilled a culture where excellence is expected. Business leaders can set a high bar for performance by clearly defining the company's mission, goals, and minimum expectations around performance outcomes. This communicates what is expected and what success looks like. Regular team meetings to celebrate wins, however small, can serve to underscore this mindset, fostering a culture where success is celebrated and becomes the norm.

2. Leveraging Personal Brand for Recruitment

Sanders has always understood the power of personal brand. As a player, he was "Prime Time"—a larger-than-life character who backed up his brash persona with phenomenal play. As a coach, he's used that brand to make Colorado University a desirable destination for top-tier talent. Sanders has utilized social media and other platforms to showcase the program, engage with recruits, and share behind-the-scenes glimpses of the team culture he's building. High-school stars want to be a part of what Sanders is creating, and that's elevated the level of talent across the board.

Businesses can apply this by leveraging their brand to attract and retain the best talent in their industry. To make your company an appealing place to work, your brand should not only be customer-focused but also employee-focused. Utilize social media and other platforms to showcase your team culture, work environment, and success stories. This not only attracts high-quality applicants but can also motivate current employees, providing them with a sense of pride and ownership in their roles.

3. Fostering Real Relationships

Perhaps the most overlooked, yet critical element of Sanders' success is his ability to foster genuine relationships with his players. This isn't a coach who stands aloof, barking orders from the sideline; he's in the trenches, understanding the unique challenges and aspirations of each player. Sanders often has one-on-one meetings with players to discuss not just football, but life goals, personal challenges, and aspirations. He has established mentorship programs within the team, creating a support network that extends far beyond the football field.

Leaders should strive to understand the unique skills and aspirations of each team member. Regular one-on-ones that go beyond work deliverables to include career development discussions can build stronger relationships. Initiating mentorship programs can further strengthen the team, as junior members learn from more experienced colleagues, and senior members gain fresh perspectives.

Deion Sanders' early success is no fluke; it's the result of intentional efforts to instill a winning culture, recruit exceptional talent, and foster genuine relationships. Sanders exemplifies what it means to be a great leader: someone who not only sets the direction but also gets down in the trenches to help everyone get there.

If you are focused on building great new leaders and helping your experienced leaders gain new perspectives, we can help. Whether Leadership Effectiveness programs or 1-on-1 executive coaching, our mission is to help companies and their people grow. Contact us to learn more.

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