One of my favorite radio shows (does that make me sound like a Luddite or what?) is NPR’s Marketplace. Tonight’s episode featured a brief interview with Dan Ariely, author of the popular behavioral economics book Predictably Irrational. Marketplace host Kai Ryssdal discussed the notion of “clutch players” in the NBA with Ariely – the idea that there are key athletes on a team who have an innate ability to perform better in stressful situations.
I’d definitely encourage you to read/listen to the piece, but the gist is that Ariely found that clutch players do exist and tend to perform better in clutch situations – but it’s not for the reasons we might think.
Essentially, clutch players do score more points in the last five minutes of the game, but as an overall percentage of of scoring they’re no better in a clutch situation than in the rest of the game. They score more in clutch situations because they try more. It’s a perception thing – other people on the team think of the clutch players as their go-to guys, pass them the ball more, and thus give them more opportunities to score. And what’s more, we tend to remember the positive clutch performances better than the negative one (no one talks about the buzzer shot that Jordan missed in the game the night before he made his famous basket to win the NBA Championship, right?).
Communications Clutch Players
Are you a clutch player for your company or client? Do they view the PR or communications department as a go-to resource in difficult situations? If they do, you’ll essentially end up with more chances to “score points” and reinforce that notion. Think of the different clutch situations when communications counsel might be called upon:
- Develop internal messaging and talking points to help employees understand a tough business decision like layoffs or a divestiture
- Answer to the media during a crisis situation such as a product recall or facility emergency
- Create innovative campaign to build buzz around a new brand on a limited budget and timeline
- Coach an executive to prepare for a media interview with a difficult reporter or blogger
Clutch players score more points at the end of a game because they have more opportunities and they try more. Don’t be afraid to try a few risky plays now and then. Sure, some ideas may flop. But you need to show that you’re willing to take those shots and make a few of them so that your client or company will continue to pass you the ball. You’ll likely end up with a couple of game-winners. Fortunately, those are the plays that everyone remembers.
I love this post/analogy!
The only thing missing is a discussion of what happens if/when a new coach comes on board and decides you’re going to play fewer minutes (or perhaps even ride the bench) and will never get the ball in the clutch. That, too, is a reality … even if you’re there practicing well before game time and strive to be a role model for the rest of the team.
Keep on blogging, Amy, because I really enjoy your posts! :)
I take the scatter shot, rapid fire approach when brainstorming. I probably come up with upwards of 25 ideas on client pitches. Most are bad. 2-4 will stick though and those will make it into the presentation.
The key is overwhelming people with your enthusiasm, ideas and general fearlessness. Don’t be afraid if your idea sucks. That’s how you learn.
Great post Amy — I heard the NPR piece as well and found it interesting. But the research — and the analogy — is somewhat too limited. Clutch players don’t just take the shots when the game’s on the line — they also get their team mates involved in key situations. Two of Michael Jordan’s most famous plays were when he passed the ball to an open team mate who hit the winning shot. Steve Kerr in 1997 (YouTube clip: http://tinyurl.com/kr5wcy) and John Paxson in 1993 (YouTubeclip: http://tinyurl.com/kn8vkr). Whether in PR or basketball, clutch players know it’s about winning the game, and that requires a team approach.
Great point, Paul, about the team aspect of clutch situations. Keeping the overall focus on winning is what makes for a successful team (and PR campaign). Sometimes it is necessary to pass the ball or set up another player for success, and communicators do this a lot. It may mean doing the research and legwork about a competitor so that a sales executive can be succesful during a presentation or briefing, for example. Communicators need to be seen as capable of taking and making the winning shot or knowing who to pass the ball off to in key situations.
Lindsay – a “coaching change” is inevitable in business and sometimes it takes a while to re-build your department’s reputation as a clutch player with the new manager. You have to consistently prove that you can bring value and help the team be successful.
Stu – fearlessness is certainly a key component in success – in business and in sport. Those who aren’t afraid to try new things are the ones who are often the most successful.