OK.
Anyone who is leading an organization — major corporation, t-ball team, community initiative, SEAL Team 6 — any organization that is interested in accomplishing bodacious goals – hear, reflect and share the amazing story of the 2011 University of Virginia men’s lacrosse team.
Listen to the story. Witness the incredible results. Share the lessons.
From my perspective, the story of Virginia’s lacrosse team is about taking stock and clarifying what your brand is really all about. It’s about taking a courageous stand for your brand. Determining the desired attributes associated with your brand and making tough decisions to adhere to your brand. And, most importantly, collectively living your brand though your actions, as a team.
The 2011 U.Va. lacrosse story is truly “Vision in Action.”
Now. This is not just another favorite sports team story (Remember, FMOL readers, I went to W&L). In fact, this is not just a sports story. It is way more than that. This is about really the elements of what drives organizations to achieve more than rationally one could ever expect.
This story deserves to be on the front page of the Wall Street Journal as much as it does on the sports pages.
Yesterday, U.Va. won the NCAA national lacrosse championship. But that’s not the news.
The news is THE WAY they won.
They won as a team. A team with deeply-shared values and commitment. A team that was willing to stand up to multiple tests of their values and commitment.
The U.Va. men’s lacrosse team was forced to define what this “team” really stood for when a teammate dragged the entire U.Va. lacrosse brand to the lowest depths with his brutal behavior in the spring of 2010.
So, the first iteration of this “re-branding” came out of necessity.
Despite this terrible incident, the U.Va. “team” sought to capitalize on the talent they still had. And, going into 2011, the U.Va. lacrosse team remained immensely talented having what the New York Times called “The Boy Wonders of Lacrosse” – Shamel and Rhamel Bratton leading their “team.” These were two of the very best lacrosse players in the country.
Going into the 2011 season, U.Va. was ranked first.
But all was not well on this talent-packed lacrosse squad.
From March 26 – April 22, the highly-ranked Cavaliers lost four of five games. They certainly did not look like a “team” – they looked like a bunch of individuals, each seeking to shine.
In late April, the team captains took it upon themselves to go to a much deeper level to re-define exactly what the 2011 U.Va. lacrosse brand is all about.
Now, I am sure that is not how they would describe their actions – all this talk of “brand.” But, from my perspective, that is exactly what they were doing. And, this second “re-branding” go around, the players were a lot more serious.
They attached standards of behaviors in accordance with their “brand.” They wrestled hard to define success. They created some very strict guidelines. And, they – as a team – recommitted themselves.
And — here is the important part — they made really tough decisions to ensure absolute consistency with their new found brand.
Shockingly, on April 29, the team dismissed Shamel Bratton, perhaps the best lacrosse player in the country, for not adhering to “the standards of behavior that we expect.”
Predictably, his greatly talented brother, Rhamel, followed suit as he found that he did not ‘fit in’ with the team.
The team decision was to, in essence, remove two of the best players because their behavior was out of alignment with the established brand. Wow. That is brand courage.
So, at this point, the once-mighty U.Va. lacrosse team is limping into the post season. The previous #1 power house was now declared by ESPN pundits as finished and the U.Va. program as “a total mess.” Some even questioned whether U.Va. was worthy of an NCAA tourney invite.
Of course, these folks did not know what was happening inside the locker room where a honest-to-goodness “team” was starting to gel. Afterall, they no longer had the superstars to depend upon. They had to depend on themselves.
What is great about watching the NCAA college lacrosse tournament on television is how close the TV crew can get to the inner workings of the game. With lacrosse, for some reason, we fans get to really listen to the coach’s huddles and pep talks.
Dom Starsia led Virginia to national championships in 1999, 2003 and 2006.
During their NCAA tournament games, it really struck me how elementary and basic U.Va. coach Dom Starsia’s passionate urgings were to his squad.
“Play like a TEAM!”
“Focus on who WE are.”
“Keep believing in each other, and keep believing in the team.”
It was as if I were leading my sixth grade girls basketball team all over again.
Really Dom? Isn’t there something additional that has to be said? Afterall, “we” are half of what we used to be with the dismissal of the two best players? I mean isn’t there a special “red right rover” play, or something?
Play like a team?
But, man, they REALLY looked like and played like a team in their first two victories. Everyone contributing. The Cavaliers’ collective passion and drive was awesome. All is good.
And then…another tough “live the brand or not” decision confronts the team as they contemplate their higher ranked semi-final opponent – Denver. Key Cavalier attackman Colin Briggs apparently – unbeknownst to anyone but his teammates – violates team rules.
Decision?
Briggs is suspended for the biggest lacrosse game in these players’ lives.
Result? U.Va. dominates Denver with almost flawless team play…wins easily…and heads to the national championship.
Briggs reaction to missing the game? ”I was disappointed in myself. I’m a leader. I’ve got to make better decisions.”
In the finals, a totally refocused Colin Briggs is invited back to join the team. Briggs scores a career high five goals in the finals and leads the U.Va. team to a national championship. Virginia is the lowest seeded team ever to win the NCAA title.
You just can’t script this stuff.
Cavalier team captain Bray Malphrus said it best in the celebration afterwards: “you only get this [as he held the national championship trophy] if you have kids who are willing to sacrifice for something greater than themselves.”
Well said.
Every business or organizational leader take note. Insert your own team goal in the this part of that statement. Build an authentic team culture where “their kids are willing to sacrifice for something greater than themselves.”
Then, somehow, great things will happen.
Great story, Fred. In the category of ‘you can’t make this stuff up’! What great lessons, and how refreshing to see a sports team stand for something other than winning at all costs—and, in the process, still come out a winner on all fronts. Outstanding–thanks for sharing.
Larry
Thanks for the comment Larry. It is refreshing to see a team led in the right way. I find that Coach Starsia and his player team leaders to be truly impressive. I am very happy to see such positive leadership rewarded. Thanks for being a loyal FMOL reader.
Well said Fred.
UVA’s lacrosse program has traveled to the abyss and back again. Virginia head coach Dom Starsia did an amazing job holding the team together through all of the adversity of the last year. Most importantly, he never took shortcuts and never compromised on his principles. (Are you listening Jim Tressel?) It would have been easy to look the other way on the Shamel Bratton affair in the name of winning. It would have also been wrong. By dismissing Bratton, and by suspending Briggs in the middle of the tournament, Starsia in essence said “we need to live our brand, not just pay lip service to it”.
College sports fans could easily become cynical based on the prevailing media coverage. Come on Sports Illustrated, cover an uplifting story like this one!
Michael – Great comments. I am with you – if SI misses this story – they have bypassed an opportunity to communicate what college sports SHOULD be all about. Unfortunately, I am afraid that instead we will see almost a SI special edition re: “Tressel and the once proud Ohio State football program” or some “big seller” headliner such as this. I am sincerely hoping to see the UVa real story highlighted in my SI next week. With this SI decision, we will get a glimpse of what the modern Sports Illustrated
brand is all about.
Bah humug. I was hoping Maryland would win.
Lonny, what’s up with that? As one of my readers said – this UVa victory was not quite, but similar to The Miracle on Ice story.
Can’t you hear it? Instead of “U-S-A!, U-S-A!” it’s “U-V-A!, U-V-A!”
Freddy,
Very well written! A great tribute to UVA’s lax team…no mountain is too high!
Thanks,
Church
Thanks Church. It is inspiring to see things done the right way. Appreciate you taking the time to read FMOL.
Thank you to Bart Farinholt for sending this:
DOM STARSIA – THE LAST WORD – 30 MAY 2011
Hey…Everybody’s gotta prepare as if their role is the most important one…
It’s gonna be the one that makes the difference in this game…
That’s what we gotta have right there…
We only do this if we do it together as a group…
We need the power of the group more than anything else…
Everybody right on top of this thing…
This is just the perfect day out there for us…
This is just what we needed…
We always thought about doing this…
This is where we always wanted to be…
It’s coming up just the way we wanted it to be right there…
A little smile on your face, a little joy in your heart…
Knowing that you’re prepared, you’ve paid the price…
Now we make it happen out there…
Let’s finish this thing on the field…
We’ve been together through all of this year, working our butt off the whole time…
Let’s make this happen right now…
Break your back…
Put your hand on the plastic of your stick…
Get the ball up off the ground…
All those little things, they still make the big differences…
Move your feet…
Open your mouth…
Take care of each other out there in every instance, OK?…
Move yourself without it on offense…
Clear the space so you clear your hands every time…
Hey, why not us?…
Let’s do this…
1-2-3-TEAM!!!
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Fred–Thanks for the column, which I followed from a link on the Sabre. One lesson from this championship is a coach and a team deciding there is something more important in life that a championship. There are things you stand for as a person and a group. And when you put all your chips on those values, sometimes good things happen. Hope all’s well at the River.
Ken – Thanks for your comment. You are so right. Coach Starsia provided invaluable life lessons to those boys. Far more than just winning lacrosse games -almost Lombardi-like in shaping the character of men. Great to hear from you. Come visit down in
Shockoe Bottom sometime. Hope all is well with you and your family. Fred
Fred,
Thanks so much for you story and for telling the truth about this amzing group of young men. As one of the alumni involved with the founding of the Virginia Lacrosse Alumni Network (VLAN) in 1994, and having played for Dom Starsia and Marc Van Arsdale at Virginia, I can tell you that we are collectively as proud, if not more proud, of the 2011 team and their struggles and efforts and cohesive actions and overcoming of doubters and long odds and opponents, in the face of withering media coverage, and their TEAM play down the stretch, in comparison our other national championship teams from 1952 (USILA), 1972, 1999, 2003 and 2006 along with our runner-up teams from 1986, 1994 and 1996. Let me tell you all the groups above were terrific teams and all of them collectively bow in respect to the 2011 group.
The 2011 team moto was ‘DARE TO BE GREAT’ and we all saw that this team not only ‘dared’ but they truly became ‘great’ in their quest for their goal unity of effort in seeking a national championship.
Our hats are tipped to them and the coaching staff and support staff for a truly exceptional ‘MISSION ACCOMPLISHED.’ As the Virginia Lacrosse Family, we also want to mention our enourmous respect for our accomplished and excellent NCAA opponents in the 2011 tournament including Bucknell, Cornell, Denver and Maryland.
Thank you for your true words. We are also hoping SI and other outlets will chose to tell this exceptional story.
2011 Virginia Cavaliers – National Champions !
Dom Starsia – Winningest Coach in College Lacrosse (329 games) !
Very respectfully,
Drew Fox
Virginia Lacrosse Alumni Network (VLAN)
Drew -
Thank you for taking the time to comment. You and your entire group must be very proud. And, rightly so.
Really appreciate your knowledgeable perspective. Also, it is appropriate that you saluted the other lacrosse teams. It is time for the entire lacrosse community to once again take tremendous pride in this passionate sport. It is just tremendous that this team of 2011 Cavaliers have led the charge to this new found and much deserved pride.
Fred
Awesome write up about leadership in the tradition of John Maxwell, Colin Powell and Jack Welch!
Thank you Todd. Appreciate your really nice comment. It’s a lot easier when a team sets the example – I’m just writing their story.
Fred
Fred, may I have your permission to make this post into a poster to put up in the hall outside my office? This is just the message my company needs.
Jason -
Thanks for asking.
Absolutely! This team certainly provides a great positive message that you just don’t “talk” about a brand – you have to “live it.” That is where the credibility comes in seeing people’s actions.
This UVa squad certainly has inspired me and I think it is a great idea of yours to inspire others at your organization.
Fred
Frederick,
(ok, just kidding).
You hit the nail on the head! I just sent this around to my whole department of 80 Investment Bankers…not so much for the leadership lesson as to really chap the UNC and VT fans
Great stuff. I am officially nominating YOU as the new 2011 Horseback-Riding Cavalier for upcoming football season…straddling your faithful new equestrian companion: “Brandie”
Well done,
Bill
Bill -
Do I get to meet Cav Man?
Freddy
Freddy—your blog has gone viral! I sent it to Craig Littlepage (AD at Virginia) and Dom Starsia—his my e-mail to them and Craig’s response)—Thanks Ned Carter
Please see this link—it will make you proud—it made me
I’ve known Freddy Moore through friends since college—(he went to W&L in the late’70s when they used to beat us on occasion)—he’s been a successful ad guy in NYC and in Richmond (Va Lottery)—this is a great blog—about “brand”—teamwork—etc and, just so happens, about my favorite college athletics program
Congratulations to all of you: Craig, Jon, Dirk and especially to Dom and his team
Ned
THX NED. IT IS A SPECIAL GROUP OF GUYS LED BY ONE OF THE MOST SINCERE EDUCATORS/LEADERS ANYWHERE IN COLLEGE SPORTS. THX FOR YOUR SUPPORT AND INTEREST. CL
Craig Littlepage
University of Virginia
Director of Athletics
Ned -
Thanks for your nice note. And, thank you for forwarding to Craig Littlepage and Dom Starsia. Wow!
You should be extremely proud of you alma mater. The story represents an awesome opportunity to provide great lessons for our kids.
Great to hear from you. Hope all is well with you and your family. Totally love living in your old hometown.
Freddy
Fred,
A great season for a team that had taken its lumps in the press and on the field the last 15 months. My son played against UVA the first game of the season and played high school ball with one of the captains of UVA. If the sport took a black eye from the Duke incident and then the first UVA issue both teams showed class and UVA showed that as a team you can do anything. They played as a team for all the right reasons. The biggest was to show everyone that one or two players don’t define a team or a sport. As you said what they did didn’t just shine a good light on UVA’s lax team but Lacrosse as a whole which had also taken it’s lumps. they showed why as kids we all decide to play; for the fun of the game. UVA put fun and respect back in a college sport.
“What will ye? shall I(Paul) come unto you with a rod, or in love, and in the spirit
of meekness?”(ICor4:21)
A great story about coaches and student athletes who chose to take a road less traveled. They made a decision that winning or losing with integrity and as a team was more important than winning at all cost. Bravo.
“The whole is greater than the sum of its parts.”
— Aristotle
Thanks Robbie for your nice comment. And, thanks for the relevant, terrific quote.
Fred
“And now abideth faith, hope, charity, these three; but the greatest
of these is charity”(ICor13:13)
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What a fabulous story! I’m in the very, very early stages of starting a blog that finds similar lessons in Central Va., though I’m not expecting to find too many stories nearly as dramatic. Thanks for posting it.
Cliff -
Thank you for including my story on your blog. And, I appreciate your nice comments.
Good luck on your blog. That’s great that you will be seeking out relevant business posts from our area. I will certainly be a follower.
Fred
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Fred, what a great story of belief, focus, and determination; ingredients for execellence. Thanks for bringing to us.
Thanks Duke. I thought you would enjoy this being the principled leader that you are.
Thanks Fred. Great story of perserverance, focus, and belief; winning ingredients.