What Andre Agassi Can Teach Your Brand

September 5, 2006

Watching Andre play this weekend and listening to his farewell speech at the US Open was simply amazing. But even more amazing and impact-loaded was what his peers said about him. They talked about his contribution to tennis, the space he would leave, and the lessons he taught them all.

Outputs of Greatness
Jim Collins talks about great brands and greatness in general. One of the “outputs of greatness” Collins discusses is

Makes a Distinctive Impact
The organization makes such a unique contribution to the communities it touches and does its work with such unadulterated excellence that if it were to disappear, it would leave a hole that could not be easily filled by any other institution on the planet.

By that definition, Agassi has achieved a level of greatness that I admire.

Is Your Brand Making an Impact?
or is it just making a buck or two?

I want to work with people and organizations that seek to achieve this characteristic of greatness.

After listening to players, peers, press, etc. talk about Agassi, I said to my wife, “I could only hope that people would say things like that about me someday.”

She turned, straight-faced, and said, “Well, you better work on your tennis game.” And then busted out laughing.


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