On Recruiting: Be The Guide
One Idea
We’re not the hero; we’re the guide.*
Every great story follows the same basic template. (1) A character (2) with a problem (3) meets a guide (4) who gives them a plan (5) that forces them to take action. (6) That action helps them avoid failure (7) and ends in success.
From Star Wars to Moneyball to Tommy Boy to your own life, every great story sees the world through this template. Great organizations utilize these devices to clarify their message and win better clients (or in our case, recruit ideal student-athletes).
A Character - Who is our ideal customer? What are his values? Goals? What’s his ethos? What does he care about most?
With A Problem - What does he need? What problem(s) is he facing? The best stories identify the problem on three levels: external (obvious), internal (deeper), and philosophical (something we all deal with). In Star Wars, Luke Skywalker wants to save the empire (external), he longs to know where he came from (internal), and fights the noble fight of good vs evil (philosophical).
Meets Guide - We’re not the hero; we’re the guide. We’re Yoda, Gandolf, whomever. The guide (us) needs to manifest two qualities: empathy and authority. Empathy communicates, ‘I’ve been in your shoes.’ Authority says, ‘I’ve solved this problem before and more. Let me show you how.’
Who Gives Him A Plan - Great organizations don’t just get their name out there; they communicate how their vision/system/product will be good for the customer’s specific needs. (Again, we’re not the hero. We’re the guide.) The best plans are specific, actionable, and distinct from their competitors.
That Forces Him To Take Action - There is a point in all great stories where the guide finally calls the character to action. It’s amazing how easy it is to screw this up. The power of asking the hero to make a decision–to buy the product, to have a big ‘click to purchase’ button on their homepage, or to go ahead and commit–cannot be understated.
The Action Helps The Hero Avoid Failure - A compelling sales pitch communicates what’s at stake. It’s clearly presents how the hero will be missing out if he doesn’t commit to your plan. Stories that end with the hero choosing poorly are known as tragedies.
And Ends In Success - Ideally, our plan solves the hero’s external, internal, and philosophical problems in totality. We both meet the hero’s needs and propel him into unrivaled success.
Two Quotes
“Never assume people understand how your vision can change their lives. Tell them.” - Donald Miller
“People trust those who understand them, and they trust brands that understand them too.” - Donald Miller
Three Takeaways
1. Every human being is looking for a guide. The goal of marketing and/or recruiting isn’t to talk about how great you are, but to communicate that you understand your client’s needs and that you can help him.
2. Doing a little homework goes a long way. All recruiters know the basics about a potential student-athlete...talent, family, interests, etc. Few know details about the external, internal, and philosophical challenges he’s up against. Even fewer have worked out just how their plan can put that student-athlete on the path to success and can communicate everything with empathy and authority.
3. This isn’t just for recruits. Are you having a challenging time with a current student-athlete? Or with a peer? Take some time and ask, what does he want? What is he struggling with (external/internal/philosophical)? How can I better serve as a guide to him at this time? How can I paint a clearer picture of what’s at stake? How might I give him a better call to action?
