Winning Communication Patterns: Lessons from Elite Sports Teams for Business Transformation Success
During my work advising and leading companies, I observe that companies can learn valuable lessons from elite sports. In this article I explore how their communication patterns can benefit business transformation programs.
In the fast-paced world of elite sports, communication is not just a tool but a strategic asset that drives performance and success. Winning teams like Team New Zealand in the America's Cup (AC) and Red Bull Racing in Formula One (F1) exemplify how effective communication can make the difference between victory and defeat. Not in every sport spectators can hear what athletes say against each other, or what information is shared with coach or engineer. But when it is possible to hear these conversations live on television, it adds a great dimension to experience the racing.
Drawing from Sandy Pentland’s research at MIT’s Human Dynamics Laboratory (published in HBR article ‘The New Science of Building Great Teams’), I explore how these high-performing teams utilise communication patterns Energy, Engagement, and Exploration. And how these lessons can be applied to (retail) companies driving change.
Energy: The Catalyst for Success. In sports, energy manifests as the enthusiasm and motivation that propel teams forward. For Team New Zealand, maintaining high energy levels is very clear following their solid flow of verbal exchanges between sailors during races about upcoming manoeuvres and positive confirmation about good speed, position compared to competitor or recent mark rounding, ensuring alignment and motivation among all members. This has a flow-on effect on the energy in the coach boat or back at the team base.
Engagement: The Power of Participation. Engagement in high-performing teams is characterised by active participation from all members. Red Bull Racing exemplifies engagement through collaborative communication between driver and race engineer (also channeling information flow with strategy team and pit-crew) during F1 races to share and validate observations on car, track or environment to make the right (eg pit-stop) decisions. This doesn’t mean decisions are made collectively, but (relevant) team members are engaged.
Exploration: Cultivating Innovation. Exploration involves seeking new ideas and solutions through open dialogue. Team New Zealand explores innovative strategies off the water by encouraging cross-functional brainstorming sessions with sailors, designers and boat builders to have the fastest boat on the water in the campaign build-up and during the AC event. Another example on the water (during races) is the communication about what happens ‘outside the boat’, eg wind conditions ahead on the course or best manoeuvres around the marks, ensuring forward looking information is available when decisions need to be made.
Translating Insights into Business Transformation Success
The communication patterns observed in elite sports teams offer valuable insights for (retail) companies seeking to drive change. By focusing on energy, engagement, and exploration, companies can enhance employee engagement, streamline project execution, and foster a culture of innovation.
Energise Your Workforce: Companies can emulate this in their transformation programs by creating vibrant communication channels that keep employees informed and motivated. Regular updates, interactive meetings, and recognition programs can sustain high energy levels, driving collective enthusiasm towards achieving transformation program goals.
Engage All Levels: Companies can adopt similar practices as in sport teams by encouraging feedback and empowering employees to share insights and to contribute their ideas. Implementing open forums and suggestion systems (eg idea box) ensures that communication flows both ways — top-down and bottom-up — fostering a culture of inclusivity and shared responsibility.
Explore New Solutions: Companies can cultivate exploration by promoting a culture of innovation. Encouraging cross-departmental collaboration and leveraging technology for real-time communication and knowledge management (supported by GenAI) allows for the seamless exchange of ideas. This not only enhances problem-solving capabilities but also drives continuous improvement across the organization.
In conclusion, the strategic application of communication patterns Energise, Engage and Explore will improve the execution transformation programs, leading to better performance and successful change. By learning from the best in sports, businesses can harness the power of effective communication to navigate the complexities of today’s business environment and achieve successful transformations.