Be exceptional

‘Save the best for last’ is a common expression in many walks of life. In the final marketing class of the year for the Master in Sport Management students at the Johan Cruyff Institute in Amsterdam, this was certainly the case.

Our guest speaker Michael Price, former European Marketing Director for Asics entitled his presentation ‘You need to be exceptional to win’, especially if you are the underdog. As the Master program draws to a close and students graduate many will be chasing their next career opportunity, possibly feeling like an underdog. It would be wise to reflect on the key marketing lessons Michael shared that will help you along the way and how they can be applied to yourself.

Clarify through research: in the digital era there is no excuse for not researching the people, organization or job opportunity you are seeking. Expect to be tested in interviews and make sure you have something relevant to say about the organization and people you would like to work for.

A compelling brand vision: if you don’t know where you are going, it is unlikely someone else will. An interviewer wants to be inspired by your vision and ambition. A football tournament on the moon might be a little extreme but there is nothing wrong with having big dreams. Asics are small compared to adidas and Nike but was able to beat them in key sports due to their ambition and clear vision.

Clear brand identity: when several candidates are competing for the same opportunity it will boil down to personality and the impression you leave behind. Focus on your strengths and make sure they come across. For Asics, it was real, spontaneous and human. How do you want to be remembered?

Great partners: it is never a bad idea to get a second opinion. Ask a friend to listen to your pitch or give you honest feedback about an idea you propose to discuss with a potential employer. If you discover a problem before an interview you can find a solution. Discovering a problem during an interview is harder to solve. And, despite what you might think, people know when you are making it up!

Exceptional execution: my mother used to tell me ‘practice makes perfect’. You cannot practice everything but if you practice the parts you can, the more difficult pieces will feel less challenging. If you fail to plan, then plan to fail.

Finally, there were three letters that summarized perhaps the most important message Michael shared with us: RTB. They stand for ‘reasons to believe’. Just like a brand, product or service we are looking for those signals that convince us we are making the right choice. What reasons can you offer people to believe in you? Or will you be like the French women’s relay team at the 2014 European Athletics Championship and turn 4th place into a Gold medal?

Whatever you do, be exceptional.