Taking From Ted…

One of the best conferences all year is the Covington & Burling  Sports Media and Technology Conference that The Sports Business Journal puts on every November.  The SMT always seems to find more forward-thinking, more fresh thought, and more unique topics than most large scale events the rest of the year, and Wednesday’s full day session didn’t disappoint.  

The highlight of the day were the lessons offered up by CEO of Monumental Sports & Entertainment, former AOL head, Jesuit educated and Brooklyn born Ted Leonsis. Leonsis, in a 45 minute conversation with SBJ’s Chris Botta, touched on so many traits of leadership that have helped him be among a tight group of industry leaders who the words “genuine” and “authentic” hold meaning. Some of the key traits he touched on during the talk included:

Be well read: Leonsis on numerous occasions talked about the amount of reading he does and the various forms of media he uses to continue to learn. From Esquire and GQ to Wired and a host of novels, the Caps and Wizards owner continued to mention lessons learned and information gleaned NOT from sports, but from other areas of business and entertainment. The love of reading was instilled long ago during his schools years, and is reflected in the way he runs his companies through bigger thinking.

Be available: The use of the blogosphere has had its fits and starts over the years, but Leonsis continues to embrace the space as a key way for him to message thousands. He admitted that answering every email he got back when the medium was in its infancy was effective, but the days of engagement by one medium are long gone. Now he can use the blog and other forms of digital communication to address issues and respond to those who matter most, the consumers, in real time as best he can. His blog, which he updates daily, is the perfect, well used tool for him to engage with, because he takes the time to think and then speak in a simple and effective tone. While other leaders use their platform to pontificate, Leonsis uses his more to inform. Maybe it’s a little bland and less controversial, but it works for the way he wants to tell the story of all his brands.

Be accountable: It became clear during his talk that although he is wildly successful, the ultimate way to be judged in sport is by winning a title, something which has been more than elusive for each of the teams he oversees. While considering himself and his effort failed without one, it sends a clear message that delivering just sizzle without steak doesn’t complete his ownership meal. The passion of the sports fan needs to be taken into account as much as the experience, and that passion is channeled into on-court or on-ice success as much as it is into a phenomenal experience in game.

Be approachable: One of the amazing things noticed not during the event but during the lunch prior, was his approachability. He and his staff mingled freely with those who came up to him, he sat in the main lunch area and answered questions and never looked away from anyone. There were no airs and no protocol at a point where he could have easily been cloistered away in a green room. That approach is reflective of the message he has sent to fans over the years…he is here, he is approachable and he is accountable for all.

Never forget where you came from: Throughout the session, Leonsis referred back to his Brooklyn upbringing, his time in school, his parents lessons, his mistakes and failures in business and those he met along the way. None were boats or over the top rants, they were simple interjections to explain the path from there to here, and the lessons learned along the way.

Adapt or Fail: The man has lost almost 70 pounds, he committed to growing his business through the digital platforms when others were still tied to traditional, he invested in his brands and the people he put in place when they were at their lowest, and he has taken the time to stick with a commitment because of a vision to lead and run the marathon for success, not take shortcuts and bow to public opinion. As a result a culture of smart business and quiet confidence has helped build a progressive and diverse organization, one where the status quo isn’t frowned upon but innovation and leadership is valued very highly.

Be Honest and Lead With Integrity: When asked about his plans for the future, Leonsis praised his current broadcast partners for their work to help build his teams and their personalities, but was realistic in acknowledging that change may come.  His acknowledgement of wait and see and touching on all the options out there, as well as keeping and growing a partnership, were refreshing in a business where most cards are held very tightly. That honesty is reflective of all in his organization who touch the public.

Tell The Story: Although the conversation was only 45 minutes, the stories and the messages were clear. There was little rambling, and all the points tied back to growth, innovation, a focus on the consumer, and an ability to look forward without dwelling on negativity or the past. The story, whether it be in digital, film, sport or family, was about leading and being a leader, and most importantly, inspiring others.

Now it’s hard to say if his style which has brought mega-success in business will ever lead to titles in the NBA, or the NHL, which is the ultimate goal. What does come across in a refreshing change of pace is genuineness and a willingness to both listen and try to make things move forward. Many times the uber-successful only dwell on the positive…Leonsis came across as a man of balance and one who instills success in those around him, which in lean years as well as in string ones, is the kind of leadership which is needed, and is sometimes lacking in brands today. Hall of Fame basketball coach Larry Brown used to say “the fish stinks at the head,” a nod to the fact that if you don’t have the right people at the top, the rest of the organization breaks down quickly.

What could we take from Ted? The leader gets it, and that instills confidence in the rest of the company, which leads to smart decisions and long term growth. Coming from someone who has made his chops in the fluidity of sports and entertainment it was refreshing and makes Monumental once again a brand in a class by itself. Ted talks, Ted teaches, Ted leads. Maybe it hasn’t gotten him the rings he wants yet, but it has made for a winning attitude in The Nation’s Capital.