10 lessons business can grasp from the 2014 FIFA world cup – Lessons 6 to 10

Lesson #6 – Never forget the relevant stakeholders your actions serve

During 2014 FIFA world cup tournament, the introductory movies/ads preceding either the matches or after-the-games reports from the tournament were in fact “Rio-type” cartoons showing an idyllic face of a paradise land populated with wonderful people enjoying football. Now, if it is one thing I can safely bet my money on, this is the fact that Brazil doesn’t need cartoons to promote its wonders. Nor its love for football. Than why instead showing real images of joy from the streets of Brazil, organizers choose a “virtual-reality” way of promoting the event?

A possible answer rests in the fact that organizers were trying to divert attention from the negative impact brought to the event by the Brazilian public’s demonstrations against the world cup.

An unpleasant reality derived from the present alienated status of the game, over the years transformed into a money machine for those organizing it (see Qatar World Cup controversy), at times almost completely detached from its relevant stakeholders (the public).

In fighting to bring an event that would have meant a lot for some (advertising, TV rights, tourism), Brazil entered an uncontrolled expense spiral that was not justified, neither in terms of event profitability nor present country priorities (weak educational and health systems). And for the first time, the people that put football next to God were “outspoken” in showing that they didn’t want the event on their land. Or not at that rate of spending.

Businesses are usually caught in balancing shareholders and stakeholders’ interests. However, there are sometimes cases in which, despite realizing the importance for their business of listening to the relevant stakeholders, companies show no desire to impact own P&L sheets for acting in accordance with last ones’ expectations. On a different level, last FIFA tournament offer to the business an “unpacked” version of what can happen if one decides playing exclusively for particular shareholders, completely disregarding relevant stakeholders’ expectations or forgetting the responsibility it had in the first place to listen to them. An “insane” bubble that sooner or later might explode with uncontrolled consequences.

Lesson # 7 – Challengers’ tremendous motivation to defy “untouchable” icons 

In FIFA 2014 world cup’s group D, Costa Rica was considered to be a challenger when compared to its group rivals, world cup winners England, Italy and Uruguay. It didn’t have the star players the other teams had nor their histories or titles. It was credited with the smallest chance to move on into the tournament’s further stages. All the rational/analytic elements were pointing out towards a limited presence of Costa Rica in the tournament. It was like its only option was to leave a good impression when fighting game’s titans as a “colorful” sparring-partner.

Nevertheless, Costa Rica showed no fear in defying the status quo while playing against Uruguay and Italy. It won both matches, getting its ticket out as no one else thought they would, before any of its group rivals.

While others were facing the pressure for getting as farthest as possible into the tournament, Costa Rica had nothing to lose but only to gain. Respect, admiration and memorability. It showed a tremendous motivation to fight fearlessly against what was thought to be icons’ “untouchable” status quo.

This is why, history will  remember how the 34th ranked Costa Rica, knocked out from world cup four teams placed in the top 12 positions of the FIFA pre-tournament rankings (Uruguay – 7th, Italy – 9th, England – 10th, Greece – 12th).

Few years ago, Johnson & Johnson successfully challenged the status quo of a lately redefined “nicotine-delivery” market by boldly promoting its product, defying one of if not the biggest icon of tobacco industry (“Welcome to Nicorette Country” campaign). Lately, more and more players entering new markets tend to follow J&J approach by showing no fear in fighting encountered icons’ pre-established status quo. Last thing that iconic companies should do will be to look condescending at challengers’ efforts by missing their motivation to succeed against all rational odds. Lesson #7 from 2014 FIFA world cup should serve them as a reminder for that.

Lesson #8 – remaining the “prisoner” of once successful “one-of-a-kind” approaches in front of evolving realities is far from being a competitive advantage in the present game

Before 2014 FIFA world cup start, England, Italy and Spain were considered to be candidates for reaching the upper stages of the tournament, if not the last one of it. They accounted for top 3 national competitions worldwide. All three were world champions. In my view, each one of them originated and remained dedicated in applying a “one-of-a-kind-approach” that historically made them different and successful. England players were relentlessly committed, up to the last minute of the game, to strike the ball only forward and follow it towards opponents’ gate for scoring. Italy had its pragmatic/”grey” approach of playing the game. Spain accounted for high ball possession due to a complex playing style known as “tiki-taka”. At their introduction, these approaches secured the desired success these teams were after. In 2014 nevertheless, England, Italy and Spain had also something else in common. They exited (shamefully some might argue) the 2014 tournament from its groups’ stage.

In my view, consequent to lesson #7 England, Italy and Spain have offered as well to the business another lesson. The competitive advantage once obtained by a “one-of-a-kind-approach”, cannot be perpetuated if its originator further on, over the time, remains exclusively captive to an unchanged first refusing to adapt it(self) to the shifting realities.

Every disruptive/innovative approach, after breaking the existing “acting silos” and offering success to its originator, ends up in being “dissected” by others in order to be understood and applied, thus becoming the new standard of the (business) “game” that serve. With every replication done by competitors in order to imitate originator’s success, it suffers an incapacitation to serve to its initial owner as a competitive strength. For having a glimpse of what can happen if one remains fixed in offering only its “once-revolutionary”/“one-of-a-kind” products/services/approaches in front of evolving competitive realities, missing the need to adapt to them, just remember how Xerox, Nokia or Kodak “fumbled” their future.

Lesson #9 – The “beauty” of simplicity

In 1994 world cup was hosted by United States. As a European I was puzzled to see such an event in the only country were word “football” describes a completely different game. I have to admit that back in 1994 I thought that US team will never exceed the outsider role and most probably I will not see it soon again in a world cup tournament.

It seems that in my own arrogance I’ve missed completely to take into account Americans dedication to do things well, even when they are just perceived as “outsiders”. Over the years I have start witnessing how US team become a regular presence at the world cup, bringing a fresh interpretation of simplicity, defined by a clean approach of playing the game, never meant to become either ”up-nosed” or complicated but rather straightforward collaborative and “uncontaminated” by excesses of individualism. The beauty of this approach rest in the fact that US team’s evolution is actually “shadowing” the need for having a star player in order to succeed, as so many others would have claimed instead.

Most probably, without a real star/s US team will not reach the last stage soon. I agree that football stars can drag own teams towards memorable victories but they can also bury same teams in their worse days. From this perspective, by benefiting from players that excel in maximizing game simplicity’s outcomes, US team seems to be safeguarded in its plans to become a constant rather than a meteoric top 16 presence in the world cup tournaments. Moreover, US team succeeds doing that while offering along the way a particular playing style that starts being enjoyed by the public more and more.

US team shows to the business the beauty that rests in simplicity. Exceptionally interconnected team can offset in their “clean simplicity” the lack of “stage-talents’ complex achievements” while accomplishing equal if not better results than the teams consolidated around star players (see the case of US vs. England results in the 2014 tournament). Also, by setting uncomplicated/straightforward collaborative and individualism-free environments, companies can build a competitive strength nonetheless. Many professionals these days will enjoy such places same as US team play is lately enjoyed by so many. They will make everything in their professional power to become an integral part of such environments. The increased sense of belonging and work enjoyment will soon enough show its positive outcomes on company’s current and future business endeavors.

Lesson #10 – Winning comes only to those that are truly committed to the game and dedicate themselves to it all the way through.

“Football is a simple game. Twenty-two men chase a ball for 90 minutes and at the end, the Germans always win.” –  Gary Lineker, England’s national team captain 1984 – 1992

As a consequence, 2014 FIFA world cup was won by Germany. 🙂  Many might have had different favorites (I am one of them). Nevertheless, we should all look at the following numbers:

• At 2014 world cup Germany accounted for most goals scored by a single team – 18 (same as Brazil in 2002 when it became world champion)
• In the 2014 tournament Germany had as well the best goal difference – 14
• Germany mastered as well the biggest victory of the 2014 tournament, winning 7-1 against Brazil (host country)

If we add here the number 8, the times Germany reached the World Cup final (more often than any other side in the history of the competition), then we have a complete image of the truth expressed by Gary Lineker. Today business should thoroughly study the essential “alchemy” created by the German team for achieving its goals over the decades. In my view, German team’s approach to the game is build upon elements such as dedication to the established goal, mental strength, relentless commitment and effort amplitude, each of them most valuable to any business aiming for success these days.