You don’t need to be a golf fan to have heard of the annual professional tournament held in Augusta, GA called The Masters.
This year’s edition, played every April, marked the 90th tournament in its history. Rory McIlroy of Northern Ireland became only the fourth golfer ever to win it in back-to-back years. The Masters is one of professional golf’s major championships. It’s a tradition unlike anything other in the game.
Don’t worry. This isn’t a column about golf!
It’s about what happens when an organization commits to tradition and standards at such a high level that it creates something unique and wildly successful.
Let’s discuss four ways that can relate directly to your business and career.
EXCLUSIVITY
Unlike most sporting events, attending the Masters isn’t about affording a ticket. It’s about access.
Tickets are relatively inexpensive, if you’re fortunate enough to get one.
Some “patrons” (not “fans”) hold lifetime badges. These are non-transferable, and no new ones have been issued since the process permanently closed in 2020. Everyone else enters a lottery nearly a year in advance.
There’s something powerful about exclusivity in business.
FOMO (Fear of Missing Out) exists because perceived and actual value is high and access is limited. When demand exceeds availability, value rises.
What does your business offer that feels exclusive to your “patrons?” What do they fear missing out with you?
When access to what you provide is so valuable that missing out feels like a loss, you’ve built something that lasts.
What are you offering that creates that kind of allure? What could you be offering?
NO PHONES
Contrary to the world we live in, mobile phones aren’t allowed on property.
That’s right, no texting, selfies, video creation for TikTok or Instagram, no instant updates. The ubiquitous nature of our little hand-held computers is gone at Augusta National. Patrons are forced to focus on what’s in front of them; to enjoy the shared experience of the event and actually talk with the people around them.
And nobody complains. In fact, they embrace it.
They enjoy the simplicity of watching scoreboards updated by hand, not by some digital monstrosity. Everyone experiences the tournament in real time, together.
In business, simple still wins.
When things get too busy, too complex, or too hard to access, frustration follows. How often would you love to call a company and have a human answer instead of being told to “listen carefully, as our options have changed” (they haven’t)?
What can you do to simplify your business for the improvement of your clients?
INNOVATION
While The Masters has a timeless feel around the event, the leadership at Augusta National doesn’t sit on their success. They constantly evolve and innovate.
As technology and talent have allowed golfers to hit the ball further than ever, the golf course needed to respond to that or become obsolete. The leadership at Augusta responded by changing the legendary course setup. They have adapted by lengthening holes and adding hazards to remain relevant. They did this without sacrificing the experience and enjoyment of the players and patrons.
When was the last time you innovated in your business?
I believe in business and life that we should always be reinventing ourselves. That’s the concept discussed in an earlier column about “chasing edges.”
Examples include: Improving how we deliver. Listening to our clients. Anticipating what’s next before it forces our hand.
What’s next for you?
One final lesson comes from the players chasing that coveted green jacket bestowed to the champion.
Golf isn’t linear.
Each of the 18 holes of a course are an entity in and of themselves. They have their own vibe. Each comes with hazards both seen and unseen. They each have a path for success mixed in with uncertainty and luck.
Even the most skilled golfers will struggle. The ones that enjoy the greatest success are the most resilient; the grittiest; and the ones that embrace the uncertainty.
Business and life are also not linear.
Are you physically, mentally and emotionally prepared to play each hole, accept the result, and keep playing?
We all get to play our own “course” daily. We face opportunities and obstacles. Like the leadership at Augusta and the golf pros who compete on the course, we succeed when we embrace the challenge, accept the result, and set up to the next shot.
