Longitude Sound Bytes
Ep 01: Exploring New Paths | Brian Cooper – by Ali Macknojia (Listen)
Brian Michael Cooper, Sports and Entertainment Attorney and most recently the president of the XFL Houston Roughnecks:
I am Brian Michael Cooper. I am a sports and entertainment attorney in Houston, and most recently, the president of the XFL Houston Roughnecks. I also served as president of the NBA G-League RGV Vipers. And I am here to talk about creativity.
Creativity is essential in problem solving. Effective problem solvers are capable of identifying and examining different perspectives. They develop a plan A, and then also have plans B, C, D, E and F just in case. Creativity allows for the development and evaluation of alternative paths that may be more productive and efficient than the standard path.
In sports, athletes rely upon creativity to excel on the field. Reliance on creativity also extends to the front office. Then years ago, I left the practice of law to become president of a professional basketball team. The team struggled in most economic metrics and needed a spark in order to survive. Generally, the safe path would have been to follow the model of how other sports teams had operated. However, it quickly became clear that the standard path would not yield the necessary results in the time allotted. So instead, we developed a strategic path for the team that was designed to yield significantly greater output from out limited resources. This new path required creativity.
This path had three parts: First, to quickly build brand recognition, we executed the first of its kind “hybrid” operations deal between an NBA G-league team and an NBA team. Although it was a risky move, it gave us the brand awareness to ultimately expand our revenue sources and marketing avenues. Second, we placed greater emphasis on community action to secure critical earned media and reach new demographic target markets. Finally, we were one of the first G-league teams to use analytics to help support and defend those moves. In the end, we built a historic relationship with an NBA team and set the foundation for a sustainable, recognizable brand that has won 3 championships over the past 10 years.
Ten years later, as president of the new professional football team – we relied upon the same level of creativity to develop – in less than a year – a recognizable brand and corresponding community goodwill. Given our accelerated time frame, it was critical for our business team to be capable of both accepting change and shifting course in midair.
Big ideas sometimes require big risks. In building that idea, there will always be internal and external obstacles. There will always be that one person at the table who advises, “This is not how it’s done.” And yeah, while the “tried and true” path may cause the least friction and have the least risk, it’s usually the one that fails to yield the best result. To get that best result, you will have to be creative. Build as many options an paths as possible. Doing this will either validate the selection of the standard path – or get the necessary analytical support to highlight the efficacy of the alternative path.
Thanks for the time and don’t ever stop discovering and developing those paths.
Ali Macknojia, Longitude fellow, University of Houston:
After listening to Brian Michael Cooper’s soundbyte, I realized that coming up with creative strategy can be difficult in the sports world. At both the XFL Houston Roughnecks and NBA G-League RGV Vipers, Brian dealt with the fast-paced schedule of sports seasons.
Working under a short product life cycle can often lead to mimicking what other successful teams are doing. Creating a new game plan and gaining the support of others in your company can be crucial to executing under a schedule. Because of this I was always under the misconception that fast-working environments can hamper creativity, but Brian and his team have found a way to bring the best out of it.
Brian’s approach tells me that creativity can come out of trying to be more efficient in reaching your own targets, objectives, and understanding your partners plan.
Do you think taking a creative pause can make your work more stimulating? And, should more people set aside time for creative thinking in fast timetables or is it something that comes spontaneously.
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