Coach Nick Saban of the University of Alabama has done it -- he brought his elite college football team from relative disaster to the National title in three short years. He took over a sliding, desperate team in the midst of major NCAA violation issues -- usually a death knell for a decade or longer for a college sports team -- and turned out an undefeated powerhouse through the power of his own sheer will. How he did it, and the lessons from his long coaching career, are a template of the attitude and perspective every entrepreneur needs to build a business idea into a thriving company.
ESPN calls Coach Saban "The Grinder" because his leadership method involves The Process -- toiling out the basics until success is achieved. He refuses to make predictions about when his team will win or how long it will take to build a championship season. Instead, he is fixated on the fundamentals that are necessary to win, sharpening skills across the board. He is intense, obsessive, calculating. He has a plan and every task, every day revolves around executing that plan.
Coach Saban is hung up on teamwork and respect. He believes in the power of working together and focusing on a single purpose. He oozes resolve and dedication and expects the same from his superiors, his staff and his players. He expects everyone involved to completely buy in to his methods and purpose. His philosophy centers around The Process -- doing what it takes, however long it takes, to turn out champions.
The Process continues throughout Coach Saban's staff selections. He is famous for his exhaustive research into potential candidates -- he knows their personality, work style, and reputation before he even talks to them. And, he generally interviews far more candidates than most head coaches. He knows precisely what he is looking for and not just in general terms, but specifically and particularly for the role he is looking to fill. He isn't looking for someone to just fill the seat, he is looking for the perfect fit to take the team a step beyond. He is patient and will wait until the right guy comes through delivering the right message. Then, he will give the new hire the respect and autonomy to do what they do best.
He talks a lot about The Process, but not much about its details. Saban's players focus on the basics of conditioning and the nuances of the game. They study the opponents and make changes to exploit the weaknesses of those teams. They are taught to respect themselves, respect their teammates and their roles, and respect the rules. They are always working to be better, stronger and faster, even when the team is already winning. They aren't just encouraged to win but to absolutely, unquestioningly dominate. He expects them to be the best, so they expect the same of themselves and each other. And apparently, it works.
The Process matters in business just the same. Every entrepreneur has dreams of where the startup is going to take them -- to financial security, to autonomy over their work life, to power in their community. But the most critical aspects are the most mundane. Problems arise when founders get stuck on the rewards of positive results and ignore the process of business success.
Before the business is even launched, successful entrepreneurs put in the hours and the work to ensure it starts off right. They do their homework on the industry and the market. They find the best methods for the operations. They master the basics of accounting, marketing, financial planning, and customer service. They master each of these areas for themselves, even if they ultimately outsource the actual day-to-day tasks. They know how to read financial statements and how to identify and respond to any problems that pop up. They don't sit on the sidelines and see what happens, but strategize and orchestrate the next moves in a dogged pursuit of opportunity.
Successful entrepreneurs focus on the basics. They don't try to be all things to all consumers, but instead develop a singular focus. Whether the niche is a target market, a single line of products, or superior customer service, the culture revolves around this priority. Everyone involved with the business is expected to maintain the same steely resolve, the same dedication to the purpose of the venture. When the environment appears to be on the cusp of change, savvy entrepreneurs read the direction and make decisive choices based on the wealth and depth of their knowledge. When major alterations are required, they take bold steps to innovate and renovate.
Instituting any type of process provides a foundation for the culture of a group that works together. Just as Coach Saban spotlights teamwork and respect as the overarching characteristics of his teams, an entrepreneur's priorities develop into the character of the company. Smart founders create the culture they know will work rather than just allowing the culture to develop for itself. They project the essential aspects of character they want to see in the company in everything they do. And, they surround themselves with people and practices that promote those values.
Staffing the business, whether with internal employees or outsource professionals, follows a similar process as well. Before winning entrepreneurs post the Help Wanted sign they investigate the actual needs of the organization. They define the specific skill sets they are looking for and know the responsibilities the position will entail. They don't hire warm bodies, but wait for the right candidate. They design interviews that actually test what they need to know. They look for potential employees who will support and enhance the company culture. They use their well-honed networking skills to both identify possible candidates and vet the ones they don't know. They welcome new staff with open arms and high expectations, then keep an open door so no one is left flailing on their own.
The process is not always the same. Different leaders have different strengths, different abilities that guide their own process. The fundamentals, however, are always the fundamentals, and they are the core of every effective process. Developing an efficient process is the best, if not only, way to succeed (aside from a serious stroke of luck). Whether in athletics or in business, the basics matter the most. Focus on the basics and the winning will come!
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K. MacKillop, a serial entrepreneur with a J.D. from Duke University, is founder of LaunchX and blogs about starting a business. The LaunchX System helps entrepreneurs focus on the basics when starting a business. It is a complete business startup kit that includes step-by-step instructions, key software, reference material, business coaching and more. Visit LaunchX.com to find out more.
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